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Best practice & ethics
US public believes corporate citizenship could improve
Despite corporate giving being at an all time high in the
US, respondents to a GolinHarris
survey believe chequebook philanthropy is not enough and corporate citizenship
is heading in the wrong direction. GolinHarris, a public relations agency,
interviewed 5,000 US citizens and asked them to rate 152 company brands.
Ben & Jerry’s, the ice cream maker, was the only company to
be ranked an “excellent” performer (65%+), scoring a 68.08% rating from an
assessment of 12 categories.
Over two-thirds (68%) of respondents said business should
be investing considerably more money, time, attention and resources into
corporate citizenship than at present; and the same number said it should be an
essential priority for business.
Fred Cook, Golin Harris chief executive, said the top
performing companies emerging from the survey are very diverse in terms of style
and substance, but share the essential quality of “authenticity”. To be
authentic, he said, corporate citizenship must ring true, and US consumers are
able to tell the difference between this and companies that devote their efforts
to trendy and stylish issues.
Link
GolinHarris
January, 2007 |
