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Google, Disney Top the List of Global CR RepTrak Rankings

Google tops the rankings of companies engaging in corporate responsibility, according to a new report from Reputation Institute (RI). The 2018 Global CR RepTrak rankings headed the list with Google for overall corporate responsibility (note the omission of the word “social”), closely followed by Disney and LEGO. Natura and Novo Nordisk rounded out the top five.

The  report differs in one key aspect from those of previous years in that RI looked less at the social aspect and more at other aspects of corporate responsibility, according to Stephen Hahn-Griffiths, the company’s chief reputation officer. “We are now in an era when companies need to go beyond just social responsibility – they must execute on fiscal, social, environmental, and employer responsibility,” he said – hence the name change from the Global CSR RepTrak rankings of recent years to Global CR RepTrak.


Touting the Top 10

This year’s top 10 companies with the best reputation for corporate responsibility worldwide, per the 2018 CR RepTrak, are:

1. Google
2. Walt Disney Company
3. The LEGO Group
4. Natura
5. Novo Nordisk
6. Microsoft
7. Bosch
8. Canon
9. Michelin
10. IKEA

There are five new companies in the top 10 this year include Natura, Novo Nordisk, Canon, Michelin and IKEA.

The Global CR RepTrak is based on more than 230,000 individual ratings from among the informed general public worldwide. The survey quantifies the public’s perception of corporate responsibility, based on the emotional bond stakeholders have with companies, RI says. The report “reveals how this deep connection can drive supportive behavior such as the intent to purchase, benefit of the doubt, likelihood to recommend, and willingness to work for the company.”

Companies that rank highest in corporate responsibility are those that spark relevant and authentic dialogue about responsible behavior, the report states.

“This year’s results demonstrate an important inflection point. We are now in an era when companies need to go beyond just social responsibility – they must execute on fiscal, social, environmental, and employer responsibility,” said Stephen Hahn-Griffiths, Chief Reputation Officer at RI. “There is unique opportunity for a company to raise the bar and deliver on higher expectations for a holistic commitment to corporate responsibility.”


Corporate Responsibility at Google and Beyond

The values of Google’s CEO, Sundar Pichai, help elevate the company’s reputation for corporate responsibility. Google also benefits from its performance in the Workplace category of the recent study; it is the only company with a “strong” Workplace score and is a leader in equal opportunities, employee well-being and incentives, RI says. Google also achieved the top spot in the Citizenship category.

While Google achieved success in corporate responsibility, topping this year’s list, the technology industry overall experienced the largest decline in corporate responsibility rankings, with a decline of more than 3%.

Among the top companies, LEGO is recognized as the leader in Governance and is the only company to have a “strong” score in both Governance and Citizenship. Novo Nordisk is recognized as the top pharmaceutical company for CR and is the only pharma company in the top 30.

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