NEWS21 September 2017

Lego, Microsoft and Google top CSR reputation ranking

Asia Pacific Europe Latin America Middle East and Africa News North America Technology Trends UK

UK – Technology companies have dominated the latest corporate social responsibility (CSR) ranking from the Reputation Institute, although Apple, Google and Samsung have seen their CSR scores fall this year.

Brand reputation abstract image

Lego, Microsoft and Google take the top spots in the 2017 Global CSR RepTrak 100 report, based on more than 170,000 ratings from its survey across 15 countries.

Although Google was in third place, it had held the top spot for the previous three years. Overall the technology sector is seen as having the best CSR practices of all the industries.

James Bickford, managing director, Reputation Institute said: “In Samsung’s case, the reason for the decline could be attributed to the Galaxy Note crisis of 2016. The overheating batteries caused harm to customers and ultimately lead to Samsung having a negative societal influence.

“Apple also experienced backlash in 2016 when it was discovered that conditions within iPhone factories were so poor that they installed safety nets to prevent workers from killing themselves. This led to a mass protest which gained widespread media attention, creating a negative perception of Apple’s workplace environment.

“It will be interesting to see how Apple’s recently announced iPhone x, iPhone 8 and 8 Plus launches in the coming months, will impact perceptions of the business.”

Only 12% of respondents said they would buy products from companies with ‘poor’ CSR practices. 

The report measures: citizenship, support of good causes, positive societal influence and environmental responsibility; governance, openness and transparency, ethical behaviour and fair business practices; and workplace, fair employee rewards, wellbeing and opportunities.