Reputable companies with strong Corporate Social Responsibility
The emerging world of technology has witness the global community giants consider ‘damage control’. While this is evident, the ‘big boys’ – Apple and Facebook caught in the mix, Google has escaped the string of scandals that has greeted the existence of the rest of the pack by tarnishing their brand in the process.
According to Stephen Hahn-Griffiths, Chief Reputation Officer of Reputation Institute, “Google is still viewed as an employer of choice. It’s an aspirational, ‘do no evil’ kind of company.” The institute has since 2011 published the CSR RepTrak, showing the annual study of companies with the best Corporate Social Responsibility reputation around the world.This year’s ranking revealed a decline of 1.4-point in the reputation companies.
In addition, Hahn-Griffiths says “We’re redefining what we’ve previously called corporate social responsibility.”. By highlighting the “social” piece of the equation, he says, companies overlook other equally important elements that are at play: employer, environmental and fiscal responsibility. And so the institute decided to omit the word “social” from its corporate responsibility language and renamed the ranking the CR RepTrak. “Corporate responsibility is quadrilateral between social, fiscal, employer and environmental responsibility. That is the new rubric for success.” as reported by Forbes.
There was a survey of over 230,000 individuals in countries including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States from January to February, 2018. The companies considered in the survey are very familiar with at least 30% of the population of the countries covered in the survey.
Vicky Valet, Forbes Staff wrote “In light of this new definition of corporate responsibility, how did Google, just 15 months removed from the release of the now-infamous James Damore anti-diversity memo, emerge from controversy with its reputation not only unscathed but seemingly stronger than ever? Google has Sundar Pichai to thank for its rise to the No. 1 spot, with a score of 71.9: “Sundar Pichai is a strong CEO who is also viewed as responsible,” says Hahn-Griffiths. “There’s a humility and a modesty in how he talks publicly.””
Pichai had to cut short his family vacation just to address the address the situation head-on by first firing Demore and publicly denouncing the discrimination in a company-wide email. Vicky noted that “In doing so, Pichai demonstrated his commitment to ensuring Google’s status as an equal opportunity employer, not to mention his genuine concern for the well-being of his employees, a sentiment that’s core to the culture and perks for which the organization is renowned.”
Lego is fingered as the standout company when it comes to transparency. The toy maker is ranked 3rd with a score of 69.4. Lego is known for the production of colourful children toys. They have also delved into environmental sustainability in recent times.
A united workforce is key to becoming a business known for Corporate Social Responsibility. “Creating a company that is viewed as having high corporate responsibility begins from the inside out,” says Hahn-Griffiths. “When you have internal alignment, the external story becomes much more powerful.”
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