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The ROI of Embedding Social Purpose in Brand Strategy
Cynthia Figge
CEO and Co-Founder
CSRHUB
@cfigge
Stephen Hahn-Griffit...
The ROI of Embedding Social
Purpose in Brand
Cynthia Figge
CEO & Cofounder

cynthia@csrhub.com 

a.k.a.
How to Improve You...
www.csrhub.com
The Upside of Measuring the ROI of Social Purpose
2
Companies are now competing for customers, employees, i...
www.csrhub.com
Our Solution: CSRHub’s Big Data Platform Provides ESG Business Intelligence
3
✓Broad and Deep Coverage
✓Con...
Strategy/Brand Study
Benchmarking
Supply Chain Analysis
Research
Consumer Purchase
CSRHub Use Cases
www.csrhub.com 5
Virtuous Circle - Measuring Your Progress Embedding Social Purpose
The Truth: 

What a Company
Really Doe...
www.csrhub.com 6
Three Different Measures Correlate With Perceived Sustainability Performance
Credit Rating
Brand Strength...
www.csrhub.com
ESG Ratings Drive Perception of Brand, Risk, and Value
7
Management Top 250 -
The 250 Most Effectively
Mana...
www.csrhub.com
Growing Investor Integration of ESG Ratings into Financial Analysis
8
www.csrhub.com 9
The Challenge in Solving the Problem: The ESG Data Market Is Huge, Confusing, and Badly Organized
>1,000 ...
www.csrhub.com
Why Has It Been Hard for Companies to Improve Their ESG Ratings?
10
Companies should be able to control the...
www.csrhub.com
Three Orthogonal Ways to Measure ESG
11
50%
4%
4%
39%
2%
Self-Reported Data

Sources: Bloomberg, Thomson, F...
www.csrhub.com 12
ESG Sources Each Have Their Own Distribution
www.csrhub.com 13
We See a Wide Variance In Environment, Social and Governance (ESG)
Ratings
50%
4%
4%
39%
2%
Human Analys...
www.csrhub.com 14
The Variance In ESG Ratings Creates Confusion at the Company Level
www.csrhub.com 15
Hard to Understand ESG Ratings When Raters Give Different Results
Company
CSRHub
Overall
Bloomberg
ESG
M...
www.csrhub.com 16
>500 Data
Sources
11
Leading
ESG
Analyst
Datasets
180MMDataPoints
Convert5KMetrics
Map
Normalize
Weight
...
www.csrhub.com 17
The Overall Distribution of Company Performance Smooths Out
After CSRHub Processing
www.csrhub.com 18
The CSRHub Aggregation Process Smooths Out Extreme Views
And Harmonizes Company-Level Data
www.csrhub.com
What Can You Do to Improve the ROI of Embedding Social Purpose in Your Brand
19
✓ Disclose More – Develop T...
www.csrhub.com 20
Report More: 79% Correlation Between More Reporting and
Rating
www.csrhub.com 21
Use Standards: GRI Reporting Is Associated with Higher Ratings
None One Two
Number of Companies Sampled ...
www.csrhub.com
Manage Stakeholders – Case Example of Kellogg Company
22
Company Comparator
# of
Sources
Overall
Rating
Ove...
www.csrhub.com
Manage Stakeholders – ESG Analyst Coverage
23
  Campbell General Mills Kellogg Hershey ConAgra Mondelez Kra...
www.csrhub.com
Manage Stakeholders – Reporting Systems
24
Company Organizations
Campbell Soup Company CDP, CDP Water, GRI,...
www.csrhub.com
Manage Stakeholders – Social Subcategory Rankings
25
Community Employees
Company Name
Community
Dev &
Phila...
www.csrhub.com
Manage Stakeholders – Environmental and Governance Rankings
26
Environment Governance
Company Name
Energy &...
www.csrhub.com
Manage Stakeholders – Kellogg’s Stakeholder’s Matrix
27
Friends and Supporters Cultivate and Enjoy
2020 Wom...
www.csrhub.com
Integration is Critical for ROI of Embedding Social Purpose in Your Brand
28
✓Use new tools to examine your...
www.csrhub.com 29
Compares Bloomberg’s
ESG Disclosure scores to
CSRHub’s ESG metrics of
perceived performance.



9,000 eq...
www.csrhub.com 30
by
Identify
Opportunities &
Risks
Opportunity:
Risk:
As they reveal more,
could benefit
So far, so
good
...
www.csrhub.com 31
Company Dashboard View – Drill Down
Comparisons
CSRHub 

Expert
Ratings
Bloomberg
ESG Metrics
www.csrhub.com 32
The Sustainability Journey – Shifts in Emphasis on E, S, and G
Cynthia Figge
CEO & Cofounder

cynthia@csrhub.com
ROI of Embedding Social Purpose in Brand Strategy:
Reputation and Corporate Responsibility
New Metrics Summit
30 October, ...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
Rubric for Corporate Responsibility
Applying Reputation Intelligence:
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
Five Key Trends of Winning in CR
Digging Deeper:
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
How Companies Compare in 2018
CR RepTrak® 100:
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
Q&A and Townhall Discussion
Discussion About Reputation Intelligence:
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, w...
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The ROI of Embedding Social Purpose in Brand Strategy - Stephen Hahn-Griffiths & Cynthia Figge

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Measuring the ROI of embedding social purpose in brand strategy, marketing and communications is notoriously hard. This session will look at some emerging best practices, along with remaining challenges – based on wide-reaching recent research as well as anecdotes from practitioners. Panelists will share tips on helpful data and modeling philosophies, while also spending a considerable amount of time on overcoming challenges and finding better ways to excel in this going forward.

Publié dans : Marketing
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The ROI of Embedding Social Purpose in Brand Strategy - Stephen Hahn-Griffiths & Cynthia Figge

  1. 1. The ROI of Embedding Social Purpose in Brand Strategy Cynthia Figge CEO and Co-Founder CSRHUB @cfigge Stephen Hahn-Griffiths Chief Reputation Officer REPUTATION INSTITUTE @Reputation_Inst
  2. 2. The ROI of Embedding Social Purpose in Brand Cynthia Figge CEO & Cofounder
 cynthia@csrhub.com 
 a.k.a. How to Improve Your ESG Rating (and Improve Your Business)
  3. 3. www.csrhub.com The Upside of Measuring the ROI of Social Purpose 2 Companies are now competing for customers, employees, investment dollars, and the right to operate, based on their Environmental, Social, and Governance (ESG) (aka Corporate Social Responsibility CSR) performance. Companies need to measure the return on investment (ROI) of embedding social purpose in their brand. The Market needs a strong signal (rating) on how companies are performing. Understanding and accounting for Social Purpose (ESG/CSR) performance will give your business and your brand advantage.
  4. 4. www.csrhub.com Our Solution: CSRHub’s Big Data Platform Provides ESG Business Intelligence 3 ✓Broad and Deep Coverage ✓Consistent Consensus ESG Signal ✓New Source of Business Intelligence
  5. 5. Strategy/Brand Study Benchmarking Supply Chain Analysis Research Consumer Purchase CSRHub Use Cases
  6. 6. www.csrhub.com 5 Virtuous Circle - Measuring Your Progress Embedding Social Purpose The Truth: 
 What a Company Really Does Revealed: What a Company Says Perception: How a Company Is Viewed ✓ GRI ✓ SASB ✓ CDP ✓ 10K ✓ CSR Report ✓ Website ✓ Social Media
  7. 7. www.csrhub.com 6 Three Different Measures Correlate With Perceived Sustainability Performance Credit Rating Brand Strength Digital Communications - Investis 12% 28% 44%
  8. 8. www.csrhub.com ESG Ratings Drive Perception of Brand, Risk, and Value 7 Management Top 250 - The 250 Most Effectively Managed U.S. Companies— and How They Got That Way
  9. 9. www.csrhub.com Growing Investor Integration of ESG Ratings into Financial Analysis 8
  10. 10. www.csrhub.com 9 The Challenge in Solving the Problem: The ESG Data Market Is Huge, Confusing, and Badly Organized >1,000 Different Ratings Systems 50,000 Public Companies >100 Different “Schemas” & >5,000 “Metrics” >100,000 Private Companies >500 Certifications, 1,000s of Regulations 100s of Standards ?? ? ?? ?
  11. 11. www.csrhub.com Why Has It Been Hard for Companies to Improve Their ESG Ratings? 10 Companies should be able to control their own ratings. ✓ Self-reported data is a major driver. Most rating systems rely at least partly on what companies say about themselves. ✓ Companies have experience dealing with human analysts. They routinely engage with equity analysts and credit rating firms. ✓ Standards may be murky, but they exist and can be followed. There are a number of ISO standards, plus systems such as GRI and SASB. Even so, many companies appear to be mystified by the ratings they receive.
  12. 12. www.csrhub.com Three Orthogonal Ways to Measure ESG 11 50% 4% 4% 39% 2% Self-Reported Data
 Sources: Bloomberg, Thomson, Factset
 Number of indicators: ~900
 Number companies covered: 6,000 – 10,000 Professional ESG Opinions
 Sources: MSCI, ISS, Sustainalytics, Vigeo EIRIS 
 Number of indicators: 16 to 250
 Number companies covered: 1,500 – 8,000 Consensus Opinions
 Sources: CSRHub
 Number of indicators: 12 subcategories 
 (plus 5,300 underlying data elements).
 Number companies covered: 18,000 Breadth and depth on 97% of world market cap CSRHub Consensus Opinion Pro ESG Analyst Opinion Self- Reported ESG Data ESG- Driven Decision X Y Z
  13. 13. www.csrhub.com 12 ESG Sources Each Have Their Own Distribution
  14. 14. www.csrhub.com 13 We See a Wide Variance In Environment, Social and Governance (ESG) Ratings 50% 4% 4% 39% 2% Human AnalystsCompany Self-Reported Data Only 32% correlationLittle correlation
  15. 15. www.csrhub.com 14 The Variance In ESG Ratings Creates Confusion at the Company Level
  16. 16. www.csrhub.com 15 Hard to Understand ESG Ratings When Raters Give Different Results Company CSRHub Overall Bloomberg ESG Metrics Sustainalytics Robeco SAM ISS S&P Credit Score American Express Co 60 17 57 69 9 BBB+ Celgene Corp 61 47 69 78 2 BBB+ General Electric Co 60 18 83 58 7 BBB+ Kimberly-Clark Corp 60 38 87 42 5 A Motorola Solutions Inc 60 59 84 57 10 BBB- Nike Inc – CL B 61 44 57 71 7 AA- Poor Score Intermediate Score Good Score
  17. 17. www.csrhub.com 16 >500 Data Sources 11 Leading ESG Analyst Datasets 180MMDataPoints Convert5KMetrics Map Normalize Weight Patented and Patent Pending Process Ratings on >18,000 companies— data on another 160,000 Drive Changes In Performance and Reporting CSRHub Technology Aggregates Disparate Sources to Create Consensus Ratings
  18. 18. www.csrhub.com 17 The Overall Distribution of Company Performance Smooths Out After CSRHub Processing
  19. 19. www.csrhub.com 18 The CSRHub Aggregation Process Smooths Out Extreme Views And Harmonizes Company-Level Data
  20. 20. www.csrhub.com What Can You Do to Improve the ROI of Embedding Social Purpose in Your Brand 19 ✓ Disclose More – Develop Transparency Strategy ✓ Use Reporting Systems ✓ Manage Your Key Stakeholders ✓ Use new tools to examine your relative position against your industry and peers 
  21. 21. www.csrhub.com 20 Report More: 79% Correlation Between More Reporting and Rating
  22. 22. www.csrhub.com 21 Use Standards: GRI Reporting Is Associated with Higher Ratings None One Two Number of Companies Sampled 2,741 601 742 Overall 47.8 54.9 57.6 9.8 Board 50.9 51.2 52.1 1.2 Community Dev & Philanthropy 44.4 52.0 54.7 10.3 Compensation & Benefits 49.6 54.5 56.9 7.2 Diversity & Labor Rights 48.8 56.9 60.6 11.8 Energy & Climate Change 49.6 61.0 62.9 13.3 Environment Policy & Reporting 48.6 59.9 63.5 14.9 Human Rights & Supply Chain 51.9 58.0 61.9 10.0 Leadership Ethics 47.9 53.9 55.9 8.0 Product 44.6 47.8 49.7 5.1 Resource Management 47.0 54.6 57.1 10.2 Training, Health & Safety 48.7 57.2 59.7 11.0 Transparency & Reporting 41.2 49.1 52.5 11.3 AverageCSRHubRatingsVersusNumber of GRI Reports (2016-17) 2 Report Benefit
  23. 23. www.csrhub.com Manage Stakeholders – Case Example of Kellogg Company 22 Company Comparator # of Sources Overall Rating Overall Ranking Campbell Soup Company 52 64 92% General Mills, Inc. 67 63 90% Kellogg Company 58 62 87% The Hershey Company 51 60 82% ConAgra Foods, Inc. 42 58 75% Mondelez International 43 57 71% Kraft Foods Inc. 41 50 39%
  24. 24. www.csrhub.com Manage Stakeholders – ESG Analyst Coverage 23   Campbell General Mills Kellogg Hershey ConAgra Mondelez Kraft Heinz Asset4 (Thomson Reuters) Yes Yes Yes Yes Yes Yes Yes CDP Yes Yes Yes Yes Yes Yes Yes EIRIS Yes Yes Yes Yes Yes Yes Yes ET Index Yes Yes Yes Yes Yes Yes Yes Ideal Ratings Yes Yes Yes Yes Yes Yes Yes IW Financial (ISS) Yes Yes Yes Yes Yes Yes Yes MSCI CarbonMetrics Yes Yes Yes Yes Yes Yes Yes MSCI ESG Controversies Yes Yes Yes Yes Yes Yes Yes MSCI ESG IVA Yes Yes Yes Yes Yes Yes Yes RepRisk Yes Yes Yes Yes Yes Yes Yes Trucost Yes Yes Yes Yes Yes Yes Yes Vigeo Yes Yes Yes Yes Yes Yes Yes
  25. 25. www.csrhub.com Manage Stakeholders – Reporting Systems 24 Company Organizations Campbell Soup Company CDP, CDP Water, GRI, UNGC General Mills CDP, CDP Forests, CDP Water, Conflict Minerals, GRI, Green Seal, PERI, UNGC Kellogg Company CDP, CDP Forests, CDP Water, GRI The Hershey Company CDP, CDP Forests, CDP Water, GRI ConAgra Foods, Inc. CDP, CDP Water, GRI Mondelez International CDP, CDP Water, GRI Kraft Foods Inc. CDP, CDP Forests
  26. 26. www.csrhub.com Manage Stakeholders – Social Subcategory Rankings 25 Community Employees Company Name Community Dev & Philanthropy Human Rights & Supply Chain Product Compensation & Benefits Diversity & Labor Rights Training, Health & Safety Campbell Soup Company 76% 63% 81% 86% 85% 91% General Mills, Inc. 74% 37% 76% 78% 68% 86% Kellogg Company 70% 22% 78% 81% 68% 79% The Hershey Company 72% 12% 72% 78% 61% 79% ConAgra Foods, Inc. 53% 11% 57% 81% 71% 72% Mondelez International 67% 15% 80% 56% 30% 56% Kraft Foods Inc. 38% 32% 60% 42% 33% 28%
  27. 27. www.csrhub.com Manage Stakeholders – Environmental and Governance Rankings 26 Environment Governance Company Name Energy & Climate Change Environment Policy & Reporting Resource Management Board Leadership Ethics Transparency & Reporting Campbell Soup Company 71% 72% 78% 63% 63% 81% General Mills, Inc. 76% 83% 82% 49% 65% 83% Kellogg Company 62% 74% 78% 66% 63% 83% The Hershey Company 69% 74% 84% 35% 56% 77% ConAgra Foods, Inc. 57% 62% 61% 49% 48% 70% Mondelez International 60% 74% 74% 45% 43% 65% Kraft Foods Inc. 30% 30% 35% 33% 24% 53%
  28. 28. www.csrhub.com Manage Stakeholders – Kellogg’s Stakeholder’s Matrix 27 Friends and Supporters Cultivate and Enjoy 2020 Women on Boards Brand Finance 2015-16 Diversity, Inc. Top 50 2015 Carbon Disclosure Project 2015 Full Data Forest 500 Carbon Disclosure Project 2016 Full Data Glassdoor Corporate Equality Index 2015 Global RepTrak 2016 Reputation Institute Corporate Equality Index 2016 Human Rights Campaign 2016 List Corporate Equality Index 2017 Reputation Institute CPA-Zicklin Index of Corporate Political Disclosure and Accountability 2015 Sustainable Packaging Coalition CPA-Zicklin Index of Corporate Political Disclosure and Accountability 2016 EPA Transport Data 2015 Ideal Ratings ISOS Group Sustainability Reporting Assessments MSCI ESG Intangible Value Assessment SRI-Connect Save for Later FocusOnandFix Better World Companies Asset4 Global Reporting Initiative 2014 Brand Finance 2016-17 Global Reporting Initiative 2015 EIRIS Global Reporting Initiative 2016 EPAe-GGRT2014 WeGreen EPAe-GGRT2015 EPA Transport Data ET Carbon Rankings IW Financial MSCI ESG CarbonMetrics MSCI ESG Controversies MSCI ESG GovernanceMetrics Newsweek Top 500 Global Green Companies 2016 Newsweek Top 500 Green Companies 2016 RepRisk ESG Business Intelligence Trucost Vigeo Below-AverageRatings--------Above-AverageRatings Below-Average Importance--------------------------Above-Average Importance Authority PerceivedPerformance
  29. 29. www.csrhub.com Integration is Critical for ROI of Embedding Social Purpose in Your Brand 28 ✓Use new tools to examine your relative position against your industry and peers ✓Integrate ESG Data with Your Business Intelligence Systems (e.g., Supply Chain, Financial)
  30. 30. www.csrhub.com 29 Compares Bloomberg’s ESG Disclosure scores to CSRHub’s ESG metrics of perceived performance.
 
 9,000 equity and debt instruments (representing > 97% of world market cap) have both metrics. The ESGHub™ app allows you to quickly divide portfolios, indexes or any other set of equities into a matrix with low to high Bloomberg ESG (environment, social, governance) disclosure scores compared against low to high CSRHub ESG ratings. by
  31. 31. www.csrhub.com 30 by Identify Opportunities & Risks Opportunity: Risk: As they reveal more, could benefit So far, so good Opportunity: Risk: Best in class Can’t get better Opportunity: Risk: Room for improvement Reputation may suffer Opportunity: Risk: Could get pressure to perform better Experts have spotted issues
  32. 32. www.csrhub.com 31 Company Dashboard View – Drill Down Comparisons CSRHub 
 Expert Ratings Bloomberg ESG Metrics
  33. 33. www.csrhub.com 32 The Sustainability Journey – Shifts in Emphasis on E, S, and G
  34. 34. Cynthia Figge CEO & Cofounder
 cynthia@csrhub.com
  35. 35. ROI of Embedding Social Purpose in Brand Strategy: Reputation and Corporate Responsibility New Metrics Summit 30 October, 2018
  36. 36. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Reputation Institute !2 • Founded in 1997 we have been measuring reputation for more than 20 years • We measures more than 7,000 companies per year, across 40 countries, 25 different industries and over 1,000,000 ratings annually • We help organizations answer the following three key questions: - What is my reputation and how does it compare? - How can I improve and protect my reputation? - What is the business impact of better managing my reputation? Global leader in reputation intelligence.
  37. 37. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Unleashing Reputation Intelligence !3 Mining Measuring Managing Membership Benchmark your reputation against peers within the industry. Gauge perceptions of your company. Improve your corporate reputation. Leverage the advice of reputation experts. Connect with a network of leading global companies. Apply the best practices in reputation. Listen to your company’s key stakeholders. Mine the conversation. Identifying the what, why, and how to optimally navigate the reputation economy
  38. 38. Rubric for Corporate Responsibility Applying Reputation Intelligence:
  39. 39. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. How Will Your Company be Judged? 5 ? Social Environmental Fiscal Employer
  40. 40. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. New Era of “Corporate Responsibility” Social Environmental Fiscal 6 Employer CR
  41. 41. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. REPTRAK® PULSE Emotional Connection PRODUCTS & SERVICES INNOVATION WORKPLACE GOVERNANCE CITIZENSHIP LEADERSHIP PERFORMANCE REPTRAK® DIMENSIONS Cognitive Consideration BEHAVIORIAL INTENTIONS Reputation Outcome THINK FEEL DO Measuring Reputation: RepTrak® PURCHASE ADVOCATE FOR ACCEPT DEFEND WORK FOR INVEST IN 7Source: Global RepTrak®
  42. 42. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. REPTRAK® PULSE Emotional Connection PRODUCTS & SERVICES INNOVATION WORKPLACE GOVERNANCE CITIZENSHIP LEADERSHIP PERFORMANCE REPTRAK® DIMENSIONS Cognitive Consideration BEHAVIORIAL INTENTIONS Reputation Outcome THINK FEEL DO Gauging Reputation and CR: RepTrak® PURCHASE ADVOCATE FOR ACCEPT DEFEND WORK FOR INVEST IN 8Source: Global RepTrak® +9.4% +7.7% +8.1% +7.2% +11.1% +8.6%
  43. 43. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 9Source: Global RepTrak® RepTrak® CR Index Supports Good Causes Positive Societal Influence Environmentally Responsible Open & Transparent
 Behaves Ethically
 Fair in Way It Does Business Rewards Employees Fairly Employee Well-Being Equal Opportunities Impact on making the World a Better Place CR RepTrak® reflects performance in Citizenship, Governance and Workplace dimensions
  44. 44. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Global CR RepTrak®: Across the G15 AUSTRALIA ● BRAZIL ● CANADA ● CHINA ● FRANCE ● GERMANY ● INDIA ● ITALY ● JAPAN ● MEXICO ● RUSSIA ● SOUTH KOREA ● SPAIN ● THE UNITED KINGDOM ● THE UNITED STATES 10
  45. 45. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Global CR RepTrak® 100 230,000+ Individual ratings 2 monthsJanuary-February 2018 Informed General Public Somewhat or very familiar with company evaluated 140+ Nominated Companies The largest normative database on corporate reputation in the world. 6Source: Global RepTrak®
  46. 46. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Impact of Corporate Responsibility Insights on Reputation Intelligence:
  47. 47. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. CR Impact 2018: Global CR RepTrak® 100 Source: Global RepTrak® 13 Significant difference > 0.7 The decline in CR is 1.5x greater than the fall in reputation
 -2.1 pts The reputation bubble has burst vs. 2017
 -1.4 pts
  48. 48. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Global Decline Across All Three CR Dimensions Source: Global RepTrak® 14 -2.6 pts. 73.5 66.4 70.9 69.2 65.1 72.8 65.1 2018 74.0 68.0 71.5 70.5 67.7 73.5 66.8 2017 -1.7 pts. -1.6 pts.
  49. 49. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Governance and Citizenship Maintain Importance Source: Global RepTrak® 15 10% 12% 13% 15% 16% 2012 2013 2014 2015 2016 2017 2018 13.4% 12.9% 13.1% 13.4% 13.1% 11.6% 10.8% 14.2% 13.6% 13.4% 13.4% 13.6% 14.4% 14.1% 15.4% 14.4% 14.4% 14.3% 14.5% 15.0% 15.0% Governance Citizenship Workplace CR Dimension Importance Over Time Importance of Governance and Citizenship remains stable in 2018 with 15.0% and 14.1% weight respectively By contrast the importance of workplace declined by 0.8% and is now at 10.8%
  50. 50. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. CR is More Important, the Lower the Reputation Source: Global RepTrak® 16 0% 6% 13% 19% 25% 16.7% 11.9% 10.0% 9.8% 7.7% 23.7% 20.9% 17.0% 14.6% 12.0% 24.7% 20.7% 19.2% 16.4% 14.1% CR dimensions are three most important drivers among companies with a poor reputation; and are among the key drivers for companies with weak to strong reputations. It is only when a company reaches an excellent reputation, and delivers on CR that other dimensions such as products, leadership emerge as key focus areas. Dimension Importance by Reputation (Pulse) Range Poor ExcellentWeak Average Strong
  51. 51. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 17 Overall Scores on CR Dimensions are Average 21.6% 13.1% 10.8% 15.0% 14.1% 12.5% 12.9% 2018 39.9% Factor Adjusted Regression N = 150,000 Adj-R² = 0.65 17Source: Global RepTrak® 73.5 66.4 70.9 69.2 65.1 72.8 65.1 2018
  52. 52. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 18 20.5% 15.0% 12.9% 12.5% Digging Deeper Into the CR Dimensions 18Source: Global RepTrak® Dimension Attribute 2018 Weight Change vs. 2017 GOVERNANCE Ethical 4.8% - Fair in doing business 4.7% - Open and transparent 4.3% - CITIZENSHIP Positive influence on society 5.5% Environmentally conscious 3.8% - Supports good causes 3.7% WORKPLACE Rewards employees fairly 3.1% Concerned for employee well-being 3.4% Equal Opportunity workplace 3.2% Having a “positive influence on society” is viewed as the most important. The majority of the top drivers belong to the trust and integrity related Governance dimension -- showcasing the importance of trustworthiness and authenticity.
  53. 53. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Excellence in CR Translates Into More Support Source: Global RepTrak® 19 Respondentswhostronglyagreethattheywould supportcompanyin… 0% 23% 45% 68% 90% poor weak average strong excellent 7.2% 14.6% 30.0% 54.1% 80.8% 11.4% 23.9% 43.0% 63.5% 83.9% CR Index Poor (0-39) CR Index Weak (40-59) CR Index Average (60-69) CR Index Strong (70-79) CR Index Excellent (80+) Purchase intent Trust
  54. 54. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. CR Impacts Business Results !20 Significant difference > 0.8 Source: Global RepTrak® 0 % 15 % 30 % 45 % 60 % 63.0 65.3 67.5 69.8 72.0 y = 1.5445x - 67.228 R² = 0.3017 Relationship Between CR and Willingness to Invest 33% stock price increase 2017-2018 28% stock price increase 2017-2018 Companies with high CR scores gain financial results that drive business A 5 pt. increase in CR score yields a 7.7% increase in willingness to invest in company
  55. 55. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. The Virtuous Cycle of Positive Impact !21 Impact on Society Impact on Business Purchase intent Employer of choice Investment in company Increase in advocacy Mitigate risk Build trust Positive impact on society Lead causes Save lives Increase employment Increase healthy behaviors Develop literacy
  56. 56. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Virtuous Cycle of Impact: AB InBev !22Source: AB InBev Annual Report and Better World Impact on Business • 5.1% revenue growth • 191 beer awards globally • 16.8% global brand revenue growth • 500 brands around the world Impact on Society • Reduce harmful use of alcohol by 10% by 2020 • Influence social norms & individual behaviors • Ensure no-or lower-alcohol beer products to represent 20% of AB InBev’s beer volume by 2025
  57. 57. Five Key Trends of Winning in CR Digging Deeper:
  58. 58. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 1. Link Between Trust and CR Not Yet Fully Established !24Source: Global RepTrak® 50 56 61 67 72 60 65 70 75 80 Trust Index CRIndex Delivering on CR sets the foundation for trust Companies in the Top 100 CR have a 4.0 pts higher trust than CR Relationship Between CR & Trust Index
  59. 59. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 2. CR Elevates Emotional Connection !25 • Companies in the CR Top 10 have a stronger emotional connection (reputation pulse) compared to their scores on the rational dimensions: +2.3 points • Overall the Top 100 in CR also have a higher emotional than rational connection: +1.7 points • On the other hand, companies that don’t make it in the Top 100 have a lack of emotional connection with the general public: -1.3 points Level of Emotional Connection Significant difference > 0.8 Source: Global RepTrak® -2 -0.8 0.5 1.8 3 Top 10 CR Top 100 CR Not in Top 100 CR -1.3 1.7 2.3
  60. 60. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 3. Speak to Your Corporate Purpose !26 • Companies in the CR Top 10 have higher levels of brand expressiveness • 28% share the same values as company, compared to the 19% for companies not in the Top 100 CR Through Corporate Purpose Source: Global RepTrak® Top 10 Companies in CR 41% of respondents strongly agree that the companies appear genuine in what they do and say 32% of respondents strongly agree that the companies communicate in a relevant manner Opportunity to speak about purpose and communicate with stakeholders – over 60% of respondents are not sure or ambivalent
  61. 61. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 4. Leadership that Leads With Responsibility • Companies within the CR Top 10 have CEOs who are seen as “responsible, behaving ethically and caring” • In a time of CEO activism, respondents familiar with CEOs attribute a 9.3 lift in CR CEO Dimensions For Top 10 CR Companies 27Source: Global RepTrak® 75.2 79.0 76.6 78.2 +5.0+2.4 +2.6 +3.6
  62. 62. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 5. Corporate Responsibility: Work in Progress • With average scores across all attributes, there is a lot of room for improvement, but a key attribute that companies need to focus on is being open & transparent • This will aid in the companies’ perception of governance as well as in their corporate story and CR communication 28Source: Global RepTrak® CR Attribute Importance CRAttributeScore(Top100)
  63. 63. How Companies Compare in 2018 CR RepTrak® 100:
  64. 64. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 2018 Global CR RepTrak® Top 10 Companies Strong • There are 5 new companies to the top 10: Natura, Novo Nordisk, Canon, Michelin and IKEA
 • Google returns to #1 after coming in 3rd in 2017; swapping its position with The LEGO Group
 • Only 1 company manages to retain a strong CR score • BMW, Intel, Cisco, Rolls- Royce Aerospace and Colgate-Palmolive dropped from the Top 10 Top 10 Rank Home 2018 Score 1 United States 71.9 2 United States 69.5 3 Denmark 69.4 4 Brazil 69.4 5 Denmark 68.7 6 United States 68.1 7 Germany 68.1 8 Japan 67.6 9 France 67.6 10 Sweden 67.2 Significant difference > 0.8 30Source: Global RepTrak® Average
  65. 65. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Why Google is #1: Employer of Choice 31 Google Workplace Dimension & Attribute Scores Source: Global RepTrak® • Google is the only company to have a strong CR score in 2018: 71.9 • Google’s CR score is mainly driven by its performance in workplace – it is the only company to have a strong workplace score and is a leader in equal opportunities, employee well-being and rewards • Google’s CEO, Sundar Pichai lives our corporate values and speaks out regarding DACA lobby and employee memo actions • Google is also #1 in citizenship: 72.3 2018 Score 2018 Rank Workplace 73.8 #1 Rewards employees fairly 74.0 #1 Concerned for employee well-being 73.4 #1 Equal opportunity workplace 74.1 #1
  66. 66. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Google’s Workplace 32
  67. 67. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. LEGO Group: As a Leader in Integrity 33 Leader in product transparency: LEGO is made from plant-based plastic • The LEGO Group is a leader in transparency and societal contribution. • It is the only company to have a strong score in ‘governance’ • In 2018 The LEGO Group starts to materialize its purpose by replacing its plastic source material • The LEGO Group’s products are in complete alignment with its values on societal contribution and business transparency 70.4 in governance ! #1 Leader in corporate transparency Source: Global RepTrak®
  68. 68. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Novo Nordisk: Leading the Way With Purpose 34Source: Global RepTrak® • Novo Nordisk ranks 5th only pharma company in the top 30 • Novo Nordisk’s business is led by its purpose and aligned with CR • Novo Nordisk’s trust score is in line with its CR score
 • Compared to other pharma companies, Novo Nordisk leads in brand expressiveness “We exist to drive change by defeating diabetes -- and other chronic conditions.”
  69. 69. Q&A and Townhall Discussion Discussion About Reputation Intelligence:
  70. 70. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Is Your Company Reputation Ready? Social Environmental Fiscal 36 Employer CR
  71. 71. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. www.reputationinstitute.com Get Reputation Ready #CRRepTrak100 @shahngriff @Reputation_Inst 37
  72. 72. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Other support slides Appendices: 38
  73. 73. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Evolution of “CSR” Concept 39 Initially Environmental: Focus on the environment (carbon footprint, recycling) Add of social responsibility: Business self-regulation, through environmental impact, ethical behavior: CSR as an economic multiplier and business generator Balancing business and social: Companies to serve a social purpose; have business, employer, and social impact; fiscal & long-term responsibility Inclusive of humanity: Expansion to philanthropy, community giving and volunteering CSR definition no longer right
  74. 74. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Time of New Expectations and Delivery Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society. Larry Fink, Chairman and CEO, Blackrock 2018 Letter to CEO’s 40 • Focus on economic, environmental and social factors relevant to the companies’ success • Increased in sustainable business practices, -- more companies want their efforts assessed Source: DJSI, Marketwatch
  75. 75. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Corporate Responsibility: A New Reality Society demands that companies are responsible in their investment into society: CR is how companies enhance the world 41
  76. 76. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Key Psychographic: “Do-Gooders” !42Source: Global RepTrak® Who are they? • Do-Gooders are respondents who strongly agree that they volunteer with social and charitable organizations • Make up 18.4% of the global general public What is their behavior? • For do-gooders, the CR index is 1.6% points higher than general public; especially when it comes to workplace: + 1.3% pts • They value the CR Top 100 companies to have a reputation 5.6 pts and CR index 5.0 pts higher than those who do not identify themselves as do- gooders 19.8% 12.9% 12.1% 15.0% 14.4% 13.0% 12.8% 41.5% Factor Adjusted Regression N = 28,064 Adj-R² = 0.65 Metric Do-Gooders vs. All Others Reputation +5.6 points CR Index +5.0 points
  77. 77. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Key Psychographic: “Environmentalists” !43Source: Global RepTrak® Who are they? • Environmentalists are respondents who strongly agree that they conserve resources and act to protect the natural environment • Make up 41.7% of the global general public What is their behavior? • For environmentalists, the CR is weighs 0.7% points higher than general public • They value the CR Top 100 companies to have a reputation 6.4 pts and CR index 5.1 pts higher than those who do not identify themselves as environmentalists 20.7% 13.2% 11.1% 15.2% 14.3% 12.7% 12.7% 40.6% Factor Adjusted Regression N = 64,092 Adj-R² = 0.66 Metric Environmentalists vs. All Others Reputation +6.4 points CR Index +5.1 points
  78. 78. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. Tech Industry: CR Trouble 44 Global Technology CR Index and Dimensions (2017-2018) Source: Global RepTrak® • The technology industry has the largest decline in CR in 2018; 1 point higher than the overall decline: - 3.1 pts. • The decline is consistent across the 3 dimensions of CR • The only technology company that goes against trend is Samsung : +0.4 pts. • After Samsung’s product crisis in 2017 Samsung issued public apologies helping to repair its governance perception in 2018 55 58.75 62.5 66.25 70 CR Index Workplace Governance Citizenship 65.6 66.3 65.765.9 68.4 69.0 69.6 69.0 2017 2018 -3.1 -3.9 -2.7 -2.9
  79. 79. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 2018 Global CR RepTrak® 100 71.9 69.5 69.4 69.4 68.7 68.1 68.1 67.6 67.6 67.2 67.2 67.1 67.0 66.9 66.9 66.9 66.6 66.6 66.5 66.5 66.5 66.5 66.5 66.4 66.4 66.4 66.2 66.2 66.2 66.2 66.1 66.1 66.1 66.1 66.0 66.0 66.0 66.0 65.9 65.9 65.9 65.9 65.8 65.7 65.7 65.6 65.6 65.5 65.5 65.4 65.4 65.3 65.3 65.2 65.1 65.1 65.0 65.0 65.0 65.0 64.9 64.9 64.9 64.9 64.9 64.8 64.7 64.7 64.7 64.7 64.6 64.4 64.4 64.3 64.3 64.3 64.2 64.2 64.1 64.1 64.1 63.9 63.9 63.9 63.9 63.8 63.8 63.7 63.6 63.6 63.5 63.5 63.5 63.5 63.5 63.4 63.3 63.2 63.1 63.1 103 4 5 6 7 8 9 13 14 15 16 17 18 19 20 23 24 25 26 27 28 29 30 33 34 35 36 37 38 39 40 43 44 45 46 47 48 49 50 53 54 55 56 57 58 59 60 7063 64 65 66 67 68 69 73 74 75 76 77 78 79 80 83 84 85 86 87 88 89 90 1 11 21 31 41 51 61 71 81 91 2 12 22 32 42 52 62 72 82 92 93 94 95 96 97 98 99 100 Source: Global RepTrak® 45
  80. 80. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
 the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved. • Entering a time of corporate responsibility in which companies have a fiscal, social, environmental responsibility, as well as a responsibility as an employer • CR translates into outcomes based on social and business impacts • Key trends of corporate responsibility 1. Connection between trust and corporate responsibility is yet to be fully established 2. Corporate responsibility elevates emotional connection with your company 3. It is important to speak to your corporate purpose: communication is key 4. Leadership that leads with responsibility wins in CR 5. There is a lot of white space for development in the CR attributes & companies should be open to working on these improvements; especially when it comes to transparency Global CR RepTrak® 100: Reflections

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