2017 Global CSR RepTrak® - Ranking The Brands

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September2017

2017GlobalCSRRepTrak®Reputa7onandCorporateSocialResponsibility

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Reputa7onIns7tuteistheworld’sleadingreputa7on-basedresearchadvisoryfirm,foundedbyDr.CharlesFombrunandDr.CeesvanRielin1997.Reputa7onIns7tutehascreatedtheworldslargestnorma7vereputa7ondatabase.

•  RepTrak®PulseScore•  7DimensionsofReputa8on•  23Reputa8onA<ributes•  10+YearsofDataIndexed•  40CountriesMeasured•  15StakeholderGroups•  7,000CompaniesperYear•  8M+ResponsesperYear

OurmostprominentassetistheRepTrak®modelforanalyzingthereputa7onofcompanies,industries,countries,ci7es,andevenpeople.WearebestknownfortheForbes-publishedGlobalRepTrak®100--theworld’slargeststudyofreputa7on.

WeSpecializeintheScienceofReputa7on

“Weenablecorporatecommunica8onleaderstomakesmartstrategicbusinessdecisionsthatbuildonandprotectreputa8oncapitaltodrivecompe88veadvantage.”

c

United Arab Emirates

Canada

United States

Colombia

Chile

Brazil

South AfricaAustralia

India

JapanChina

Portugal Spain

Russia

Ukraine

Germany

Norw ay

Sw eden

GreeceItaly

Ireland United Kingdom

France Sw itzerland

Denmark

Netherlands

Argentina

Belgium

Finland

Poland

Ecuador

Peru

Mexico

Panama

Puerto Rico

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HowCorporateSocialResponsibility(CSR)isanEconomicMul7plier

"Companieswiththeireyeonthe“triple-bo<om-line”outperformtheirlessfas8diouspeersonthestockmarket.

TheEconomist

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WhatCSRandTheTripleBoWomLineMeansForCompanies

TrifectaofResponsibility

Source:Wikipedia

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CSRAlsoCreatesLicensetoOperate

CSR=theresponsibilityofenterprisefortheirimpactonsociety.

“Enterprisesshouldhaveinplaceaprogresstointegratesocial,environmental,ethical,humanrightsandconsumerconcernsintotheirbusinessopera6onsandcorestrategyinclosecollabora7onwithstakeholders.”

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CSRequatestogoodwillandgoodbusiness

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ItExplainsWhyCompaniesareMoreAc7velyEngagedinCSR

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MeasuringReputa7onandCSR:TheRepTrak®Model

REPTRAK®PULSEEmo6onalConnec6on

PRODUCTS&SERVICES

INNOVATION

WORKPLACE

GOVERNANCE

CITIZENSHIP

LEADERSHIP

PERFORMANCE

REPTRAK®DIMENSIONSCogni6veConsidera6ons

PURCHASE

RECOMMEND

CRISISPROOF

VERBALSUPPORT

WORK

INVEST

SUPPORTIVEBEHAVIORSReputa6onOutcomes

THINK FEEL ACT

WORKPLACE

GOVERNANCE

CITIZENSHIP

+8.0%

+8.2%

+6.3%

+8.0%

+8.1%

+7.3%

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SupportsGoodCausesPosi6veSocietalInfluenceEnvironmentallyResponsible

Open&TransparentBehavesEthically

FairinWayItDoesBusiness

RewardsEmployeesFairlyEmployeeWell-BeingEqualOpportuni6es

Posi6veImpactonSociety

RepTrakCSRIndexDefini7on

CSRRepTrak®reflectsperformanceinCi7zenship,GovernanceandWorkplacedimensions

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CompanieswithanExcellentCSRIndexEngenderMoreSupport

BUYPRODUCTS

GIVEBENEFITOFTHEDOUBT

CSRIndexPoor(0-39)

CSRIndexWeak(40-59)

CSRIndexAverage(60-69)

CSRIndexStrong(70-79)

CSRIndexExcellent(80+)

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UnderstandingCorporateSocialResponsibility

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GlobalCSRRepTrak®GlobalCSRRepTrak®isastudythatReputa7onIns7tuteconductsannuallytomeasurethereputa7onoftheworld’smostsociallyresponsible,highly-regardedandfamiliarglobalcompaniesin15countries.Includedfirmsmustmeetthefollowingqualifica7ons:

1)Haveasignificanteconomicpresenceinthe15largesteconomies2)Haveanaboveaveragereputa7oninitshomecountry3)Haveglobalfamiliarityover40%

ItisthelargestGlobalreputa7onstudy,with~170,000ra6ngscollectedinQ12017.RespondentScreening:•  Familiarity:Respondentsmustbe“somewhat”or“very”familiarTheresultstellus:•  WhichcompaniesaremosthighlyregardedforCSRamongtheinformedgeneralpublicStudycomponentsinclude:•  CSRRepTrak®Pulse•  DimensionsofReputa7onandDriversofReputa7on•  BusinessImpactofCSR•  TouchpointAnalysis

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HowGlobalCSRRepTrak®IndustryScoresAreSimilar

Industry GlobalCSRIndex Technology 68.8 Hospitality 68.7

Pharmaceu6cals 68.7 Industrial 68.2 Consumer 67.7 Informa6on 67.6 Airlines 67.5 Transport 67.2 Retail 66.7

Automo6ve 66.4 Food&Beverage 66.3

Financial 65.2

•  GloballyallindustriesnowhaveanaverageCSRIndex

•  ButthefinancialindustryincreasinglylagsbehindintermsofitsCSRIndex

Rank Company GlobalCSRIndex

2 Microsof 74.1 1.0

3 Google 73.9 1.5

49 Apple 67.9 -5.3

89 Samsung 64.5 -5.3

ButtherearediscrepanciesinCSRamongcompanies

Significantchange>0.7

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HowtheFinancialIndustryisFallingBehindonallDimensionsofCSR

TECHNOLOGY FINANCIAL

GOVERNANCE 69.0 65.6

CITIZENSHIP 68.4 64.2

WORKPLACE 69.6 65.9


3.4

4.2

3.7

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OpportunitytoLeverageFamiliaritytoEnhanceCSRIndex

TheCSRgapexistsbetweenthosewhohavealowlevelofknowledgeofthecompany(61.1)andthosewhohaveanexcellentleveloffamiliarity(73.6)

FamiliarityPoor GoodSufficient Excellent

CSRInde

x

+12.5pts

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ProofofCSRisinthePurchaseandReinforcedbyCommunica7on

0

2

4

6

8

10

12

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

TouchpointReach(%)

Touchp

ointCSR

Impa

ct(d

elta)

Customerservice

Purchase

Company’sadver6sementonsocialmedia

Family,friends,colleagues

Tradi6onalmedia(earnedimpressions)

Companyadver6sementsontradi6onalmediaTopicexperts,websites,blogs

Peoplepos6ngaboutCompanyonsocialmedia

Fromsocialmediapos6ngbyCompany

Companywebsite

Company’sannualreport

EmailProgram/event

sponsoredbyCompanythatyouaiended

AneventorteamthatCompany

sponsored

Company’spressrelease Notouchpointrecallhasa

nega6veimpactonCSR(-6pts)

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CSRStrengthAlignswithBeingGenuineAboutWhatYouDoandSay

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

50 55 60 65 70 75 80

CSRIndex

Appe

arsg

enuine

(T2)

Correla6on=0.85

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TheResurgingImportanceofGovernanceandCi7zenshipinCSR

15.4%

14.4% 14.4% 14.3%14.5%

15.0%

14.2%

13.6%13.4% 13.4%

13.6%

14.4%

13.4%

12.9%13.1%

13.4%13.1%

11.6%

2012 2013 2014 2015 2016 2017

Governance

Ci7zenship

Workplace

FactorAdjustedRegressionN=150,000Adj-R²=0.7

20.5%

13.1%

11.6%

15.0%14.4%

12.5%

12.9%

GlobalRepTrak®2017CSRDimensionsImportanceEvolu6on

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DriversofCSRareDefinedbyEthics,Fairness,andSocietalImpact

20.5%

13.1%

11.6%

15.0%14.4%

12.5%

12.9%

GlobalRepTrak®2017GOVERNANCE

Weight GlobalAverage

Behavesethically 4.8% 68.0

Isfairinthewayitdoesbusiness 4.7% 69.4

Isopen&transparentaboutthewayitoperates 4.3% 66.8

CITIZENSHIP


Hasaposi6veinfluenceonsociety 5.4% 69.5

Actsresponsiblytoprotecttheenvironment 3.9% 64.8

Supportsgoodcauses 3.8% 66.1

WORKPLACE


Demonstratesconcernforemployees 3.6% 67.0

Rewardsemployeesfairly 3.5% 67.5

Equalopportuni7esintheworkplace 3.3% 68.6

CSRWeight=41%

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HowCSRImportanceDriveReputa7onAcrosstheGlobe

20.5%

13.1%

11.6%

15.0%14.4%

12.5%

12.9%

GlobalRepTrak®2017

CSRWeight=40.9%

CSRWeight=41.2%

ASIACSRWeight=40.8%

NORTHAMERICACSRWeight=41.0%

EMEA

CSRWeight=39.2%

LATINAMERICA

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2017GlobalCSRRepTrak®100

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2017GlobalCSRRepTrak®100:MostSociallyReputableCompanies(1-50)Rank Company 2017CSRRepTrak®

1 LEGOGroup 74.42 Microsof 74.1

3 Google 73.9

4 TheWaltDisneyCompany 73.55 BMWGroup 71.56 Intel 71.17 RobertBosch 71.08 CiscoSystems 71.09 Rolls-RoyceAerospace 70.710 Colgate-Palmolive 70.411 Barilla 70.012 SAP 69.8

13 IKEAGroup 69.7

14 Rolex 69.715 Michelin 69.716 Sony 69.617 IBM 69.418 adidas 69.319 3M 69.320 BBC 69.321 CampbellSoupCompany 69.222 Anheuser-BuschInBev 69.223 Canon 69.224 Toyota 69.125 Danone 69.0

Rank Company 2017CSRRepTrak®

26 Siemens 68.927 Ferrero 68.9

28 Caterpillar 68.8

29 Airbus 68.830 VirginGroup 68.831 HPInc. 68.832 Pirelli 68.733 PhilipsElectronics 68.634 Johnson&Johnson 68.635 Daimler 68.636 TheEstéeLauderCompanies 68.537 HondaMotor 68.4

38 Whirlpool 68.4

39 Oracle 68.3

40 Emirates 68.3

41 Bri6shAirways 68.142 Goodyear 68.143 FedEx 68.1

44 Boeing 68.0

45 DHL 68.046 TheKrafHeinzCompany 68.047 Bridgestone 68.048 Nintendo 68.049 Apple 67.950 Procter&Gamble 67.9

Sigdiff>0.8

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2017GlobalCSRRepTrak®100:MostSociallyReputableCompanies(51-100)

Sigdiff>0.8


51 Kellogg's 67.952 HersheyCompany 67.953 Mastercard 67.454 Heineken 67.355 Neqlix 67.356 Dell 67.157 Amazon.com 67.158 Fujifilm 67.159 HugoBoss 67.060 Unilever 67.061 Panasonic 66.962 LeviStrauss&Co. 66.9

63 Visa 66.8

64 L'Oréal 66.865 Hitachi 66.866 AirFrance-KLM 66.867 HiltonWorldwide 66.868 LinkedIn 66.669 GiorgioArmani 66.570 GeneralElectric 66.471 Xerox 66.472 Electrolux 66.473 NissanMotor 66.374 Ford 66.175 RalphLaurenCorpora6on 66.0


76 LGCorpora6on 65.977 eBay 65.978 DeltaAirLines 65.8

79 PSAPeugeot-Citroën 65.7

80 ING 65.681 Nestlé 65.682 UPS 65.683 Ericsson 65.584 GroupeRenault 65.385 Toshiba 65.386 Fujitsu 65.287 Nike,Inc. 65.288 Nokia 65.1

89 SamsungElectronics 64.590 AmericanExpress 64.2

91 TheCoca-ColaCompany 64.2

92 Hyundai 63.993 Sharp 63.994 Bacardi 63.995 StarbucksCoffeeCompany 63.696 PepsiCo 63.497 GeneralMotors 63.398 FiatChryslerAutomobiles 63.299 Zara 62.4100 Volkswagen 58.7

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TopCompanyinCSRacrosstheMajorMarkets

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1 LEGOGroup 74.42 Microsof 74.1

3 Google 73.9

4 TheWaltDisneyCompany 73.55 BMWGroup 71.56 Intel 71.17 RobertBosch 71.08 CiscoSystems 71.09 Rolls-RoyceAerospace 70.710 Colgate-Palmolive 70.411 Barilla 70.0

Sigdiff>0.8

WhythetopcompanieshaveastrongCSRIndex?

Leadershipac6velyengagedinCSR

CSRalignswithcorporatebrandpurpose

CSRagendaisaboutac6on,notjustaboutrhetoric

CSRdrivesinternalandexternalengagement

CSRfocusonhumanandsocialinterest

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1.Leadershipac7velyengagedinCSR

Google

LEGO

Microsof

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2.CSRalignswithcorporatebrandpurpose

LEGO TheWaltDisneyCompany

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3.CSRAgendaisAboutAc7on,notJustRhetoric

Google’svaluesinac6on

Colgate-PalmoliveCSRac6onplan

29

4.CSRDrivesInternalandExternalEngagement

BMWEmployeeCharityEvent BarillaEmployeeVolunteerGroup

BoschCSRini6a6ve

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5.CSRFocusonHumanandSocialInterest

BMWGroupSocialCommitment

Intel’scommitmenttoeduca6onandinnova6on

Ciscoandwomenempowerment

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CompanyCSRSpotlight

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LEGO:GlobalLeaderinCorporateSocialResponsibility

•  LEGOtopstheGlobalCSRlistin2017withastrongscoreof74.4

•  LEGOsawaslightincreasesince2017,whilealotoftheCSRtoprunnerssawasignificantdecline

•  LEGO’ssustainabilityinvestmentsandpartnershipsrankthecompanyatthetopacrossalloftheCSRaWributes,especiallywhenitcomestogovernance,thekeyCSRdriver

CSRATTRIBUTES WEIGHT SCORE RANKINATTRIBUTE

Hasaposi7veinfluenceonsociety 5.4% 77.7 #3

Behavesethically 4.8% 74.9 #1

Isfairinthewayitdoesbusiness 4.7% 75.2 #1

Isopen&transparentaboutthewayitoperates 4.3% 73.1 #1

Actsresponsiblytoprotecttheenvironment 3.9% 71.9 #1

Supportsgoodcauses 3.8% 73.5 #1

Demonstratesconcernforemployees 3.6% 72.9 #2

Rewardsemployeesfairly 3.5% 72.6 #2

Equalopportuni7esintheworkplace 3.3% 73.7 #2

CSRIndex=74.4

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•  In2017ABInBevseesasignificantincreaseinitsCSRIndex--aswellasthroughalloftherelatedCSRdimensions

•  ABInBevhastheopportunitytomoveitsaverageCSRIndexintothestrongrangebyincreasingcommunica7onarounditsini7a7ves(e.g.smartdrinking,waterconserva7on;celebra7nglocalheritageandculture)

•  Itcouldfurtherimprovebyengaging“fencesiWers”

ABInBev:GrowingthePoten7altobeaLeaderinCSR

69.568.1

69.9

69.2

GLOBALCSR2017

GOVERNANCE

CITIZENSHIP

WORKPLACE

66.765.7

66.9

66.4

GLOBALCSR2016

GOVERNANCE

CITIZENSHIP

WORKPLACE

+2.8


+8.5

AverageImpactofTouchpointsonABInBevCSRIndex

-11.8

ImpactofNoTouchpointsonABInBevCSRIndex

COMMUNICATION

>50% respondentsareneutral/notsureonABInBev’sworkinkeyCSRaiributes*

UNCERTAINITYONCSRATTRIBUTES

*Fairinbusiness,behavesethically,openandtransparent,posi8veinfluenceonsociety,supportsgoodcauses

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Apple:FastLosingTrac7oninCSR


•  FollowingtheSanBernardinoincidentin2016,ApplehadoneofthelargestCSRIndexdropsyearonyear

•  Apple’sclosedoffapproachpreventsthegeneralpublicfromlearningaboutApple’sworkbeyondtheirproducts

DIMENSION 2016%Neutral/NotSure 2017%Neutral/NotSure

GOVERNANCE 41% 52%

CITIZENSHIP 48% 56%

WORKPLACE 43% 61%

55% respondentsareneutral/notsureonwhetherApplewelcomesopendiscussiononitsac6vi6es

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Volkswagen:IsS7llintheCSR“SinBin”PosttheCheatDeviceScandal

71.1

57.8 58.7

73.0

61.664.5

2015 2016 2017

CSRScore Leadership

•  Since2015Volkswagen’sCSRIndexhasdroppedby13pointssincebeingnamedthemostsustainablecarbrandintheworldpre-CheatDevicescandal

•  Alongwiththedropingovernanceandci7zenship,Volkswagen'sleadershipscoresawasignificantdropaswell–thescandalrevealedflawsinthecompany’sCSRagenda,leadership,andculture

•  In2017,Volkswagens7llhasoverallweakscoresinthekeyCSRaWributes

0% 1% 2% 3% 4% 5% 6%

Isopenandtransparent

Isfairinthewayitdoesbusiness

Behavesethically

Hasposi7veinfluenceonsociety 61.2

52.9

58.5

2017GlobalAWributeScoreAWributedriverweight:

53.5

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Unilever:TalkingAboutCSR,butNotGexngtheCredit

AGGRESSIVECSRNARRATIVE WHATTHEPUBLICTHINKSVS.

67.0Unileverhasanaveragereputa6on

Expressiveness Neutral/NotSure

Welcomesopendiscussionwithoutsideaudiencesaboutitsac6vi6es

62%

Communicatesofen 57%

Providessufficientinforma6onaboutitsac6vi6es 56%

Deliversonpromise 52%

Appearsgenuineaboutwhatitsaysandstandsfor 49%

60thintheGlobalCSRrankingNoteasytobreakthrough

andcreatebelief

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Ques7ons?

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AtReputa7onIns7tutewePrac7cewhatwePreach

STANDUPTOCANCER

Dona6ons-$6,950

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KeyContactsForMoreInforma7onAboutReputa7onIns7tute

DavidSouthwickGlobalChiefSalesOfficerdsouthwick@reputa7onins7tute.comPhone:+1617-733-8875

StephenHahn-GriffithsExecu7vePartner,[email protected]:+1617-758-0953TwiWer:@shahngri

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Thankyou

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1 LEGOGroup 74.4 0.62 Microsof 74.1 -1.0

3 Google 73.9 -1.5

4 TheWaltDisneyCompany 73.5 -1.25 BMWGroup 71.5 -2.46 Intel 71.1 -1.77 RobertBosch 71.0 1.48 CiscoSystems 71.0 1.89 Rolls-RoyceAerospace 70.7 -2.410 Colgate-Palmolive 70.4 1.111 Barilla 70.0 2.812 SAP 69.8 2.2

13 IKEAGroup 69.7 -0.2

14 Rolex 69.7 -3.315 Michelin 69.7 -1.716 Sony 69.6 -1.817 IBM 69.4 1.118 adidas 69.3 -1.919 3M 69.3 0.720 BBC 69.3 1.121 CampbellSoupCompany 69.2 2.522 Anheuser-BuschInBev 69.2 2.823 Canon 69.2 -3.324 Toyota 69.1 0.225 Danone 69.0 0.3


26 Siemens 68.9 1.527 Ferrero 68.9 -2.4

28 Caterpillar 68.8 1.7

29 Airbus 68.8 1.330 VirginGroup 68.8 N/A31 HPInc. 68.8 0.232 Pirelli 68.7 0.733 PhilipsElectronics 68.6 -0.434 Johnson&Johnson 68.6 -3.135 Daimler 68.6 -4.736 TheEstéeLauderCompanies 68.5 2.037 HondaMotor 68.4 0.9

38 Whirlpool 68.4 0.1

39 Oracle 68.3 0.6

40 Emirates 68.3 N/A

41 Bri6shAirways 68.1 N/A42 Goodyear 68.1 0.043 FedEx 68.1 1.5

44 Boeing 68.0 0.9

45 DHL 68.0 N/A46 TheKrafHeinzCompany 68.0 1.947 Bridgestone 68.0 -0.848 Nintendo 68.0 -2.849 Apple 67.9 -5.350 Procter&Gamble 67.9 0.7

Sigchange>0.7

42


51 Kellogg's 67.9 -0.452 HersheyCompany 67.9 -0.353 Mastercard 67.4 0.054 Heineken 67.3 1.455 Neqlix 67.3 N/A56 Dell 67.1 -0.257 Amazon.com 67.1 -0.358 Fujifilm 67.1 0.959 HugoBoss 67.0 -1.060 Unilever 67.0 1.261 Panasonic 66.9 -1.662 LeviStrauss&Co. 66.9 -0.563 Visa 66.8 -2.064 L'Oréal 66.8 -1.265 Hitachi 66.8 1.866 AirFrance-KLM 66.8 N/A67 HiltonWorldwide 66.8 0.668 LinkedIn 66.6 1.769 GiorgioArmani 66.5 -1.670 GeneralElectric 66.4 -0.171 Xerox 66.4 -1.172 Electrolux 66.4 -0.673 NissanMotor 66.3 N/A74 Ford 66.1 1.175 RalphLaurenCorpora6on 66.0 0.1

Sigchange>0.7


76 LGCorpora6on 65.9 -1.877 eBay 65.9 -0.978 DeltaAirLines 65.8 1.679 PSAPeugeot-Citroën 65.7 N/A80 ING 65.6 1.181 Nestlé 65.6 -4.482 UPS 65.6 1.083 Ericsson 65.5 0.584 GroupeRenault 65.3 1.285 Toshiba 65.3 0.486 Fujitsu 65.2 0.287 Nike,Inc. 65.2 -4.288 Nokia 65.1 -0.789 SamsungElectronics 64.5 -5.390 AmericanExpress 64.2 N/A91 TheCoca-ColaCompany 64.2 -2.692 Hyundai 63.9 1.393 Sharp 63.9 -1.394 Bacardi 63.9 -1.495 StarbucksCoffeeCompany 63.6 -2.096 PepsiCo 63.4 -1.397 GeneralMotors 63.3 -0.398 FiatChryslerAutomobiles 63.2 N/A99 Zara 62.4 N/A100 Volkswagen 58.7 -8.258.7

2017 Global CSR RepTrak® - Ranking The Brands

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Transcript of 2017 Global CSR RepTrak® - Ranking The Brands