Many companies suffer not from a negative public perception, but from a lack of recognition of their CSR activities, according to a study from the Natural Marketing Institute, GreenBiz reports.
As part of its Lifestyles of Health and Sustainability Index, NMI charted the rankings of 75 of the most-recognizable companies on the Russell 3000 stock index. The difference between public perception of the companies and analysts’ ratings revealed which companies are doing good and communicating well, which companies are doing good but not communicating it, and which companies are doing more communicating than acting, according to the article.
Microsoft, Whole Foods Markets, and Kellogg’s top the list.
HJ Heinz, which placed 19 on the list, received the highest analyst ranking, but Heinz’s consumer ranking is zero, indicating ineffective communications about CSR.
On the other hand, companies like Home Depot and Disney, which rank fifth and sixth, respectively, are ranked significantly higher by consumers than analysts, indicating that they are successful at communicating good news, even if there is little CSR activity.