Americans Send the Message: "Get Down to Business on Corporate Citizenship".Ben & Jerry's, Target, Patagonia Patagonia (pätägō`nyä), region, c.300,000 sq mi (777,000 sq km), primarily in S Argentina, S of the Río Colorado and E of the Andes, but including extreme SE Chile and N Tierra del Fuego. , SC Johnson and Gerber Gerber may refer to:
The extent to which businesses are socially responsible in meeting legal, ethical and economic responsibilities placed on them by shareholders. The aim it to create higher standards of living and quality of life in the community in which it operates, while Index in Rating of 152 brands by 5,000 Americans CHICAGO -- GolinHarris today announced the results of its fourth national survey, Corporate Citizenship Gets Down to Business: Doing Well by Doing Good 2006: The survey finds Americans are sending a clear message to Corporate America: Do more C* be authentic C* and the business rewards will follow. Conducted by Change, GolinHarris' corporate citizenship and social responsibility practice, the study reveals respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. recognize progress is being made as a growing number of companies embrace corporate citizenship as a business asset, although business still has a long way to go to meet Americans' rising expectations for good corporate citizenship. Change interviewed 5,000 Americans, who rated 152 brands for the GolinHarris Corporate Citizenship Index (CCI CCI Chambre de Commerce et d'Industrie (France) CCI CAM (Complementary and Alternative Medicine) Citation Index CCI Chamber of Commerce and Industry (Western Australia) ) in September, 2006. The CCI looks at 12 critical corporate citizenship drivers, and individual brand performance ratings See benchmark. are integrated into a single-number index scorecard of 0 to 100. Companies scoring 65 or higher are Excellent performers, 55 - 65 are Good, 45-54 are Fair/ Average and below 45 are rated Poor performers. The top 10 percent of brands receiving the highest Corporate Citizenship Index ratings are: 1 68.08 Ben & Jerry's (NYSE: UL) 2 64.75 Target (NYSE: TGT) 3 64.65 Patagonia 4 64.45 SC Johnson 5 62.54 Gerber (NYSE: NVS) 6 62.27 Southwest Airlines (NYSE: LUV) 7 62.13 Johnson & Johnson (NYSE: JNJ) 8 61.79 The Body Shop 9 61.68 UPS (NYSE: UPS) 10 61.63 3M (NYSE: MMM) 11 61.60 Honda (NYSE: HMC) 12 61.42 Campbell Soup (NYSE: CPB) 13 61.28 Quaker (NYSE: PEP) 14 61.11 Kimberly-Clark (NYSE: KMB) 15 60.90 Harley-Davidson (NYSE: HOG) Expectations - and Rewards - Run High for Corporate Citizenship Americans are sending a message to business that good corporate citizenship is a "must have" critical to business success in good times and bad. The leading brands in the GolinHarris CCI raise the bar on their performance as expectations rise. An overwhelming two-thirds of Americans interviewed said: * "'Doing well by doing good' is a savvy business strategy. Good corporate citizenship should be approached as an investment, asset and competitive advantage for business that contributes to the company's success." (67%) * "Business should invest significantly more money, time, attention and resources in corporate citizenship than it does today." (68%) * "Corporate citizenship should be considered an essential, high priority compared to other priorities companies face and manage in running a profitable, competitive and successful business." (68%) Moreover, when Americans experience authentic corporate citizenship, they get down to business in their relationships with brands. In fact, the survey reveals that good corporate citizenship can impact business results by stimulating Americans to be loyal, passionate and frequent business advocates and committed customers to brands that have earned their trust and support. The top ways good corporate citizenship influences their behavior and attitude towards a company are: [TABLE OMITTED] Effective Communications are Key Importantly, the survey shows that effective, well-rounded communications is an essential ingredient of effective corporate citizenship. Americans want to experience and make a contribution to corporate citizenship directly through their own participation, share in corporate citizenship from the people they trust and who are most personally touched by the issue, and learn about corporate citizenship from a wide variety of sources across traditional and emerging media. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. respondents, the most trusted, informative and useful ways Americans say they learn about a company's corporate citizenship are [TABLE OMITTED] Authenticity The correct attribution of origin such as the authorship of an e-mail message or the correct description of information such as a data field that is properly named. Authenticity is one of the six fundamental components of information security (see Parkerian Hexad). is Critical The top performers on in 2006 GH Corporate Citizenship Index are as diverse as American business itself in terms of industry, business model, resources, ownership and commitments. But while different in style and substance, their corporate citizenship shares a key essential quality: authenticity," according to Fred Cook Fred Cook may refer to:
"Authenticity is what distinguishes and differentiates truly great corporate citizens," explained Cook. "Leaders know that corporate citizenship must be an organic outgrowth of the company's business value proposition, brand essence, and everyday practices in the marketplace. To be authentic, corporate citizenship must ring true, be relevant and resonate res·o·nate v. res·o·nat·ed, res·o·nat·ing, res·o·nates v.intr. 1. To exhibit or produce resonance or resonant effects. 2. in all the ways a company conducts its business with stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. - be they customers, employees, investors, suppliers, communities or others. "Americans can tell the real deal and authentic original from companies that go shopping for trendy and stylish Stylish is a free Mozilla extension that allows for the manipulation of web pages and XUL application user interfaces through the use of CSS or user styles available localy or from centralized web-site [1], which allows style sharing. issues," Cook concluded. Getting Down to Business in Corporate Citizenship Requires More than "Checkbook Philanthropy philanthropy, the spirit of active goodwill toward others as demonstrated in efforts to promote their welfare. The term is often used interchangeably with charity. " Another common characteristic of the top performing companies on the GolinHarris CCI is their balanced, holistic approach holistic approach A term used in alternative health for a philosophical approach to health care, in which the entire Pt is evaluated and treated. See Alternative medicine, Holistic medicine. to corporate citizenship as central to and aligned with the companies' business goals and mainstream business activities. They've learned that how the organization runs its business is just as important as how much money it gives away. Authentic corporate citizenship must permeate permeate /per·me·ate/ (-at?) 1. to penetrate or pass through, as through a filter. 2. the constituents of a solution or suspension that pass through a filter. per·me·ate v. all facets of how companies do business. Corporate Citizenship Gets Down to Business underscores the importance of this balanced, holistic approach. The brands that demonstrate the strongest corporate citizenship performed well across all 12 key corporate citizenship drivers that comprise the GolinHarris CCI. Top corporate citizenship drivers are: [TABLE OMITTED] "Corporate giving has never been more generous, increasing 22 percent to $13.7 billion in cash and in-kind gifts from 2004 to 2005 (according to Giving USA). However, Americans still see corporate citizenship as headed in the wrong direction," observed Susan Puflea, senior vice president and director of GolinHarris Change. "Why? Checkbook philanthropy isn't enough. And, far too often companies silo crucial facets of corporate citizenship - including corporate philanthropy, charitable contributions charitable contribution n. in taxation, a contribution to an organization which is officially created for charitable, religious, educational, scientific, artistic, literary, or other good works. , social responsibility and cause marketing - from the brand's actual business activities in the misguided mis·guid·ed adj. Based or acting on error; misled: well-intentioned but misguided efforts; misguided do-gooders. mis·guid belief that these good works and good intentions are perceived independently or in place of stakeholders' other experiences with the brand in the marketplace." "This can create two problems that often frustrate successful corporate citizenship," Puflea continued. "First, if the company's philanthropic phil·an·throp·ic also phil·an·throp·i·cal adj. 1. Of, relating to, or marked by philanthropy; humanitarian. 2. Organized to provide humanitarian or charitable assistance: programs appear inconsistent, contradictory to, or an attempt to compensate for everyday business practices and stakeholders' experiences in the marketplace, corporate citizenship may be perceived as contrived con·trived adj. Obviously planned or calculated; not spontaneous or natural; labored: a novel with a contrived ending. con·triv , opportunistic opportunistic /op·por·tu·nis·tic/ (op?er-tldbomacn-is´tik) 1. denoting a microorganism which does not ordinarily cause disease but becomes pathogenic under certain circumstances. 2. and artificial instead of authentic and credibility. Trust will suffer. "Second," she concluded, "the real power of these commitments may not be acknowledged and appreciated by stakeholders if left to stand alone. When detached de·tached adj. 1. Separated; disconnected. 2. Standing apart from others; separate. from a brand's character, even the largest contribution or best-intentioned support may be recognized only for the size of the check or dismissed altogether." About Corporate Citizenship Gets Down to Business: Doing Well by Doing Good 2006 The 2006 GolinHarris Change corporate citizenship survey is based upon 5,000 online interviews with a representative national sample of Americans age 18 or older in the late summer/early fall, 2006. Participants rated 152 brands for the GolinHarris Corporate Citizenship Index (CCI), as well as providing perspectives and opinions of more than 150 issues, causes and concerns that might be addressed by business as part of their corporate citizenship; more than 150 organizations with which business might partner in their corporate citizenship; and general corporate citizenship trends. The survey is an annual initiative funded and executed by GolinHarris' Change corporate citizenship practice. Targeting, recruitment and fieldwork field·work n. 1. A temporary military fortification erected in the field. 2. Work done or firsthand observations made in the field as opposed to that done or observed in a controlled environment. 3. were conducted by InsightExpress, a leading online market research firm, using its patented eRDD sampling methodology. The sample was weighted using demographic information representative of adults in the 2002 U.S. census. Results are valid at the 95 percent confidence level, with a margin of sampling error of O2-3 percentage points for all respondents, and O4-5 percentage points for demographic, attitudinal and behavioral behavioral pertaining to behavior. behavioral disorders see vice. behavioral seizure see psychomotor seizure. subgroups. About GolinHarris Change Change is GolinHarris' full-service practice that delivers comprehensive corporate citizenship and social responsibility solutions. Capabilities include strategic philanthropy, corporate social responsibility, social marketing, cause-related marketing and public education services to corporations, private foundations, not-for-profits and government agencies. About GolinHarris GolinHarris is a leading public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most agency, offering a distinctive combination of global resources and world-class expertise in the Americas, Asia Pacific, Europe and the Middle East. Clients include Bristol-Myers Squibb Bristol-Myers Squibb (NYSE: BMY), colloquially referred to as BMS, is a pharmaceutical corporation, formed by a 1989 merger between pharmaceutical companies Bristol-Myers Company, founded in 1887 by William McLaren Bristol and John Ripley Myers in Clinton, NY (both were Company, McDonald's Corporation, Nintendo of America Inc., Orange, Texas Instruments See TI. (company) Texas Instruments - (TI) A US electronics company. A TI engineer, Jack Kilby invented the integrated circuit in 1958. Three TI employees left the company in 1982 to start Compaq. , Toyota Motor Sales USA, Inc., and the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. Postal Service postal service, arrangements made by a government for the transmission of letters, packages, and periodicals, and for related services. Early courier systems for government use were organized in the Persian Empire under Cyrus, in the Roman Empire, and in medieval . This year, GolinHarris celebrates 50 years of commitment to its clients, its values and its employees. The agency is headquartered in Chicago and is part of the Interpublic Group of Companies This article or section needs sources or references that appear in reliable, third-party publications. Alone, primary sources and sources affiliated with the subject of this article are not sufficient for an accurate encyclopedia article. (NYSE NYSE See: New York Stock Exchange : IPG IPG Implantable pulse generator, see there ). For more information, visit www.golinharris.com. Fast Facts: GolinHarris Change Corporate Citizenship Survey Corporate Citizenship Gets Down to Business: Doing Well by Doing Good 2006: Americans' overall rating of business today for corporate citizenship Four-Year Trend (2003-2006): +10% Favorable 2006: 41% Favorable 59% Unfavorable 2005: 38% Favorable 62% Unfavorable 2004: 35% Favorable 65% Unfavorable 2003: 31% Favorable 69% Unfavorable Top 30 Brands - CCI 2006 (152 Brands Rated) 2006 Mean CCI Brand Score: 54.42 1 68.06 Ben & Jerry's (NYSE: UL) 2 64.75 Target (NYSE: TGT) 3 64.65 Patagonia (a) 4 64.45 SC Johnson 5 62.54 Gerber (a) (NYSE: NVS) 6 62.27 Southwest Airlines (NYSE: LUV) 7 62.13 Johnson & Johnson (NYSE: JNJ) 8 61.79 The Body Shop 9 61.68 UPS (NYSE: UPS) 10 61.63 3M (NYSE: MMM) 11 61.60 Honda (NYSE: HMC) 12 61.42 Campbell Soup (NYSE: CPB) 13 61.28 Quaker (a) (NYSE: PEP) 14 61.11 Kimberly-Clark (NYSE: KMB) 15 60.90 Harley-Davidson (NYSE: HOG) 16 60.73 Google (NasdaqGS: GOOG) 17 60.72 Costco (a) (NasdaqGS: COST) 18 60.43 Procter & Gamble (NYSE: PG) 19 60.33 Hershey (a) (NYSE: HSY) 20 60.31 Toyota (NYSE: TM) 21 60.18 McDonald's (NYSE: MCD) 22 60.07 Apple Computer (NasdaqGS: AAPL) 22 60.07 FedEx/Kinko's (NYSE: FDX) 24 59.98 M&M/Mars Candy (a) 25 59.95 PepsiCo (NYSE: PEP) 26 59.55 John Deere (a) (NYSE: DE) 27 59.44 Kellogg Company (NYSE: K) 28 59.33 State Farm 29 59.28 Clorox (a) (NYSE: CLX) 30 59.24 Kraft (NYSE: KFT) (a) New in 2006 CCI Americans' overall rating business' direction on corporate citizenship Four-Year Trend (2003-2006): +15% Right direction 2006: 48% Right Direction 52% Wrong Direction 2005: 42% Right Direction 58% Wrong Direction 2004: 38% Right Direction 62% Wrong Direction 2003: 33% Right Direction 67% Wrong Direction Top 30 Brands - CCI 2006 (110 Brands Rated) 2006 Mean CCI Brand Score: 53.27 1 66.56 Johnson & Johnson 2 66.06 Ben & Jerry's 3 65.40 Disney (NYSE: DIS) 4 64.66 Whole Foods (b) 5 64.22 SC Johnson 6 62.34 Kraft 7 61.07 Procter & Gamble 8 61.03 McDonald's 9 61.01 3M 10 60.58 Southwest Airlines 11 60.33 Harley-Davidson 12 60.25 Apple Computer 13 59.69 Home Depot (NYSE: HD) 14 59.57 Whirlpool (b) 15 59.23 General Mills (NYSE: GIS) 16 59.22 Avon Cosmetics (NYSE: AVP) 17 59.16 Target 18 58.64 Microsoft (NasdaqGS: MSFT) 19 58.49 The Body Shop 20 58.42 UPS 21 58.38 Kimberly-Clark 22 58.26 Lowe's (NYSE: LOW) 23 58.18 Maytag (b) 24 58.10 Toyota 25 57.95 Honda 26 57.79 Kodak (NYSE: EK) 27 57.46 Google 27 57.46 BMS (NYSE: BMY) 29 57.34 Eli Lilly (NYSE: LLY) 30 57.29 Coors (NYSE: TAP) (b) Not included in 2006 CCI |
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