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Microsoft, Disney, Google and BMW named the most reputable sustainable companies

Reputation Institute, a global reputation-based advisory firm, has published the results of its annual study—2013 Global CSR RepTrak® 100—that surveyed more than 55,000 consumers from 15 countries to find out how the leading companies are perceived in terms of their sustainability performance.

For the second year in a row the study names Microsoft the company with the best CSR reputation globally, while Disney, BMW and Google are the top performers in other reputation dimensions: citizenship, governance and workplace, respectively.

About 50% of the respondents agree that Disney performs well supporting good causes and protecting the environment; 49% of them find BMW to be a responsible, open, transparent and ethical company; 51% think of Google as one of the most desirable places to work.

In the global RepTrak study, which analyzes companies’ reputation based on other factors, not just CSR, the ranking of the most reputable brands is crowned by BMW and followed by Disney, Rolex, Google, Daimler, Sony, Microsoft, Canon, Nestle and Lego at the bottom of the chart. The Institute assessed their reputation based on the following factors:

  • prudent employment policies,
  • sound financial standing
  • strong leadership,
  • transparency and ethics,
  • community feedback
  • innovation and forward-thinking.
Photo: top 10 brands in general 2013 Global RepTrack ranking

Photo: Top 10 brands in general 2013 Global RepTrack ranking

Pic.: leaders of the general Global RepTrack 2013 by regions

Pic.: Leaders of the General Global RepTrack 2013 by regions

 

Pic.: Global RepTrack 2013 by industry

Pic.: Global RepTrack 2013 by product or innovation

 

Pic.: Global RepTrack 2013 by

Pic.: Global 2013 RepTrack ranking by workplace and leadership

Pic.: Global RepTrack 2013 by

Pic.: Global 2013 RepTrack ranking by citizenship and governance

Pic.: Global RepTrack 2013 by performance

Pic.: Global 2013 RepTrackranking by performance

The value of the CSR RepTrak® 100 study is that it secures ROI on sustainability efforts. 73% of global consumers surveyed are more likely to recommend a brand that is perceived to be delivering on their sustainability programs. Results of the study demonstrate that when a company jumps up 5 points on the scale, consumers tend to recommend this company more (actually 9%). About 59% of consumers say that they would “go out of their way to communicate something positive” about companies they feel deliver on their CSR programs, compared to only 23% for companies perceived to fail to do so.

“Unfortunately, Corporate Responsibility is still equated to philanthropy in many organizations and hence, given short shrift when it comes to strategic formulation and implementation. Although the top 100 companies all have well developed websites detailing their CR initiatives, how many of them do rigorous research to find out how their key stakeholders view these same initiatives?” comments CB Bhattacharya, E.ON chair professor in Corporate Responsibility at European School of Management and Technology.

These findings show that it is utterly important for a company to create social value to make business prosper.

The full report on the 2013 Global CSR RepTrak as well as the Top Line Report are available here.

2013 Global CSR RepTrak ranking

Rank Company CSR Rep Trak Ranking Company CSR Rep Trak
1 Microsoft 72.97 51 Singapore Airlines 65.20
2 The Walt Disney Company 72.83 52 Cisco Systems 65.20
3 Google 72.71 53 Pirelli 65.18
4 BMW 72.14 54 HJ Heinz 64.95
5 Daimler (Mercedes-Benz) 70.65 55 Nintendo 64.91
6 Sony 69.49 56 Heineken 64.86
7 Intel 69.32 57 LG Corporation 64.74
8 Volkswagen 69.29 58 LVMH Group 64.69
9 Apple 69.21 59 Nokia 64.65
10 Nestle 69.00 60 Bayer 64.59
11 Lego Group 68.77 61 Panasonic 64.53
12 Rolex 68.45 62 Roche 64.51
13 Canon 68.02 63 General Mills 64.50
14 Kellogg Company 67.90 64 Toshiba 64.38
15 Johnson & Johnson 67.80 65 Unilever 64.10
16 Colgate-Palmolive 67.62 66 Marks & Spenser Group 64.10
17 Danone 67.25 67 BBC 63.96
18 IBM 67.09 68 Diageo 63.94
19 Philips Electronics 67.03 69 Nike 63.90
20 Honda Motor 67.03 70 Bristol-Myers Squibb 63.81
21 Toyota 66.96 71 Swatch Group 63.77
22 Adidas Group 66.90 72 Ford Motor 63.77
23 Michelin 66.75 73 Airbus 63.69
24 Loreal 66.66 74 Fujifilm 63.68
25 Hewlett-Packard 66.51 75 Xerox 63.50
26 Samsung Electronics 66.50 76 UPS 63.49
27 The Coca-Cola Company 66.43 77 ACER 63.35
28 Amazon.com 66.26 78 Carlsberg Group 63.31
29 Procter & Gamble 66.16 79 Du Pont 63.09
30 Ferrero 66.15 80 eBay 63.09
31 Giorgio Armani Group 66.14 81 Hertz Global Holdings 63.04
32 Volvo Group 66.13 82 Starbucks Coffee Company 62.97
33 Bridgestone 65.98 83 Suzuki Motor 62.95
34 Deutsche Lufthansa 65.93 84 Quantas Airways 62.95
35 Electrolux 65.91 85 GlaxoSmithKline 62.79
36 Siemens 65.86 86 Boeing 62.72
37 IKEA 65.84 87 Sharp 62.57
38 Oracle 65.72 88 Peugeot-Citroen 62.57
39 Eli Lilly 65.64 89 H&M 62.46
40 Marriott International 65.60 90 Air France-KLM 62.38
41 SAS (Scandinavian Airlines) 65.60 91 Lenovo Group 62.23
42 Goodyear 65.55 92 Hitachi 61.95
43 3M 65.54 93 General Motors Company 61.94
44 Whirpool 65 94 Pfizer 61.77
45 General Electric 65.42 95 Nissan Motor 61.76
46 FedEx 65.33 96 Fujitsu 61.50
47 Barilla 65.30 97 British Airways-Iberia 61.33
48 Abbott Laboratories 65.28 98 Zara (Inditex) 61.16
49 Kraft Foods 65.26 99 PepsiCo 61.04
50 Dell 65.25 100 Bacardi 60.67

 

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