Do Well Do Good CSR Survey 2010

1. Do Well Do Good CSR Survey 2010 The Do Well Do GoodPublic Opinion Survey onCORPORATE SOCIAL RESPONSIBILITY Summary Report

2. OVERVIEW Two years ago, the world was in turmoil. The foundations of the global economy nearly collapsed as banks were afraid to lend to each other. Companies began shedding workers swelling unemployment to their greatest length in decades. And then the worst was over and we find ourselves in a shaky post- recession economy. In some circles, the cultural excess that drove our economy to its knees has been shunned. Austerity is now no longer looked down upon – one would hope at least. It is in this post- crisis context that we at Do Well Do Good, LLC conducted our first public opinion survey on cause- marketing and corporate social responsibility. What do American consumers expect of the companies they buy from? How do employees view their company’s responsibility to society and the environment? Our intent with these surveys is to look deeper than surface-level feelings and to identify the extent consumers and employees say they would change their behavior.Corporate Social Vox Populi: The VoiceResponsibility Defined Of The PeopleCause-marketing and corporate social responsibility Consumers continue to have high expectations ofprograms are two tools of modern business practices that businesses. According to the results of our survey, 88% believe that companies should try to achieve theirby doing good in society. While cause-marketing and business goals while still trying to improve society and theCSR initiatives are fundamentally different, they can environment.help a company enhance or create new approaches in the Although one should refrain from considering philanthropyworkplace, with the workforce, and in the marketplace. as a sole component of a CSR strategy, it is worthwhileThey are more than just the “right thing to do.” These noting that 83% of those we surveyed think that companiesprograms can improve the bottom line and help a companymeet the expectations of their customers, employees, and causes.stakeholders.actions of a company that changes business operationsto improve, maintain, or mitigate a company’s impact onsociety and the environment. ” While we at Do Well DoGood, LLC believe the terms “sustainability” and CSRof sustainability as a business strategy that drives long-inclusion of environmental and social issues in the businessmodel. In other words, CSR looks to the past actions of acompany while sustainability looks forward by changing thenature of the company.To read the companion Summary Report on cause-marketing, please visit www.dowelldogood.net. Wereport the results of these surveys by looking at theresponse by the total population and men, women, and 88% of consumers agree companies should try tomoms. accomplish their business goals while still trying to improve society and the environment 88% 83% of consumers think companies should support charities and nonprofits with financial donations. 83% 2 The Do Well Do Good Corporate Social Responsibility Summary Report OVERVIEW Two years ago, the world was in turmoil. The foundations of the global economy nearly collapsed as banks were afraid to lend to each other. Companies began shedding workers swelling unemployment to their greatest length in decades. And then the worst was over and we find ourselves in a shaky post- recession economy. In some circles, the cultural excess that drove our economy to its knees has been shunned. Austerity is now no longer looked down upon – one would hope at least. It is in this post- crisis context that we at Do Well Do Good, LLC conducted our first public opinion survey on cause- marketing and corporate social responsibility. What do American consumers expect of the companies they buy from? How do employees view their company’s responsibility to society and the environment? Our intent with these surveys is to look deeper than surface-level feelings and to identify the extent consumers and employees say they would change their behavior.Corporate Social Vox Populi: The VoiceResponsibility Defined Of The PeopleCause-marketing and corporate social responsibility Consumers continue to have high expectations ofprograms are two tools of modern business practices that businesses. According to the results of our survey, 88% believe that companies should try to achieve theirby doing good in society. While cause-marketing and business goals while still trying to improve society and theCSR initiatives are fundamentally different, they can environment.help a company enhance or create new approaches in the Although one should refrain from considering philanthropyworkplace, with the workforce, and in the marketplace. as a sole component of a CSR strategy, it is worthwhileThey are more than just the “right thing to do.” These noting that 83% of those we surveyed think that companiesprograms can improve the bottom line and help a companymeet the expectations of their customers, employees, and causes.stakeholders.actions of a company that changes business operationsto improve, maintain, or mitigate a company’s impact onsociety and the environment. ” While we at Do Well DoGood, LLC believe the terms “sustainability” and CSRof sustainability as a business strategy that drives long-inclusion of environmental and social issues in the businessmodel. In other words, CSR looks to the past actions of acompany while sustainability looks forward by changing thenature of the company.To read the companion Summary Report on cause-marketing, please visit www.dowelldogood.net. Wereport the results of these surveys by looking at theresponse by the total population and men, women, and 88% of consumers agree companies should try tomoms. accomplish their business goals while still trying to improve society and the environment 88% 83% of consumers think companies should support charities and nonprofits with financial donations. 83% 2 The Do Well Do Good Corporate Social Responsibility Summary Report

3. Employee Behavior: Willingness To How To Answer The Public’s CallAct On ValuesAccording to our survey, employees are willing to act on Consumers and employees have expectations of companiestheir values. In particular, we proposed three scenarios toconsider: if accurate evidence were presented in the media But how do you distinguish a “good” company from anthat the company you worked for: “average” company? Moreover, how do you distinguish a1. Substantially harmed the environment company you consider a “leader” from a “good” company?2. Employed child labor Our survey outlined nearly 30 attributes and asked3. Gave little or no money to charity respondents to identify if they would consider the attribute as something they would expect from a bad, average, good,Even in these trying economic times, as we experience one or a company they consider a leader. These attributes wereof the worst job markets since the Great Depression: Over 65% of employees would seriously consider leaving environmental practices, and social practices. their jobs if their company harmed the environment. For general business practices, we found that in order to be 83% would seriously consider leaving their jobs if their considered either a good company or a leader, companies company were found to employ child labor. should: 32% would seriously consider leaving their jobs if their Offer a working environment where employees feel company were reported to give little or no money to comfortable expressing ideas and concerns about the charity. direction of the company.Interesting, of those willing to leave their job if their Offer work-related training and educational opportunitiescompany employes child labor, 57% strongly agreed with for employees.the statement. This compares to 22% who strongly agreed In times of economic hardship, try to reassign, ratherwith the statement for the environmental scenario and 9% than layoff employees.for the charitable giving scenario. Issue accurate financial statements, such as to the Securities and Exchange Commission. Disclose political contributions. our data into several different tiers. So for a company that wants to move from being considered an “average” company, it should try to earn “good company credits.” Similarly, if a company wants to move from a good company status to a leadership position, it should try to earn “leadership credits.” We used an algorithm to identify which issues will earn more credits. In order for a company to move up its leadership position, it should look to earn all of the credits in the environmental section, it is a basic expectation Over 65% of employees would seriously consider that company have a recycling program in place – 44% leaving their jobs if their company harmed the consider it a sign of an average company. environment. 65% 83% would seriously consider leaving their jobs if their company were found to employ child labor. 83% 32% would seriously consider leaving their jobs if their company were reported to give little or no money to charity 32%DoWellDoGood LLC ©2010 www.dowelldogood.net 3 Employee Behavior: Willingness To How To Answer The Public’s CallAct On ValuesAccording to our survey, employees are willing to act on Consumers and employees have expectations of companiestheir values. In particular, we proposed three scenarios toconsider: if accurate evidence were presented in the media But how do you distinguish a “good” company from anthat the company you worked for: “average” company? Moreover, how do you distinguish a1. Substantially harmed the environment company you consider a “leader” from a “good” company?2. Employed child labor Our survey outlined nearly 30 attributes and asked3. Gave little or no money to charity respondents to identify if they would consider the attribute as something they would expect from a bad, average, good,Even in these trying economic times, as we experience one or a company they consider a leader. These attributes wereof the worst job markets since the Great Depression: Over 65% of employees would seriously consider leaving environmental practices, and social practices. their jobs if their company harmed the environment. For general business practices, we found that in order to be 83% would seriously consider leaving their jobs if their considered either a good company or a leader, companies company were found to employ child labor. should: 32% would seriously consider leaving their jobs if their Offer a working environment where employees feel company were reported to give little or no money to comfortable expressing ideas and concerns about the charity. direction of the company.Interesting, of those willing to leave their job if their Offer work-related training and educational opportunitiescompany employes child labor, 57% strongly agreed with for employees.the statement. This compares to 22% who strongly agreed In times of economic hardship, try to reassign, ratherwith the statement for the environmental scenario and 9% than layoff employees.for the charitable giving scenario. Issue accurate financial statements, such as to the Securities and Exchange Commission. Disclose political contributions. our data into several different tiers. So for a company that wants to move from being considered an “average” company, it should try to earn “good company credits.” Similarly, if a company wants to move from a good company status to a leadership position, it should try to earn “leadership credits.” We used an algorithm to identify which issues will earn more credits. In order for a company to move up its leadership position, it should look to earn all of the credits in the environmental section, it is a basic expectation Over 65% of employees would seriously consider that company have a recycling program in place – 44% leaving their jobs if their company harmed the consider it a sign of an average company. environment. 65% 83% would seriously consider leaving their jobs if their company were found to employ child labor. 83% 32% would seriously consider leaving their jobs if their company were reported to give little or no money to charity 32%DoWellDoGood LLC ©2010 www.dowelldogood.net 3

4. To earn “good company and leadership credits” In the environment On social issues Use only “green” energy Allow employees to volunteer on Mandate all new buildings and company time, with pay stores will be “green” To earn the most “good” company credits: Use green energy Regularly contribute to charity. Have specific and well-defined Commit to a % of profits for environmental goals charity Make public environmental Educate customers on how they commitments can make a difference in the Educate customers on how they community can improve the environment To earn “good” company credits: Measure and reduce CO2 and Be honest and transparent about GHG emissions business practices and social Design and build a few “green” issues buildings Be honest and transparent about environmental mistakes Basic expectations of good and leading companies Have an internal recycling Prevent employing child labor Make public commitments4 The Do Well Do Good Corporate Social Responsibility Summary Report To earn “good company and leadership credits” In the environment On social issues Use only “green” energy Allow employees to volunteer on Mandate all new buildings and company time, with pay stores will be “green” To earn the most “good” company credits: Use green energy Regularly contribute to charity. Have specific and well-defined Commit to a % of profits for environmental goals charity Make public environmental Educate customers on how they commitments can make a difference in the Educate customers on how they community can improve the environment To earn “good” company credits: Measure and reduce CO2 and Be honest and transparent about GHG emissions business practices and social Design and build a few “green” issues buildings Be honest and transparent about environmental mistakes Basic expectations of good and leading companies Have an internal recycling Prevent employing child labor Make public commitments4 The Do Well Do Good Corporate Social Responsibility Summary Report

5. And The Leaders Are? About the Survey & About UsHow are some of America’s largest companies The Do Well Do Good Public Opinion Surveys on Cause-perceived based upon their impact on society and in the Marketing and Corporate Social Responsibility wereenvironment? We asked the respondents to rate 16 major- conducted through an online panel organized by Qualtricsbrand companies on a scale from -100 to 100. We selected Labs, Inc.. The survey was conducted between Septembertwo to three companies in six different industries and 23-25, 2010 with 1,017 respondents consisting of 503 women and 514 men. The survey is estimated to have anwomen, and moms. error rate of + 3.1%.It will probably not be a surprise to see that oil companieshave very low perceptions – both for the environmental organizations whose leadership wishes to increase theconcerns and social issues. BP scored the lowest of all of positive impact of their corporate social responsibility,these 16 companies with an average score of -40 in the cause-marketing, and philanthropy initiatives. We provideenvironment and -28 score on social issues. the tools and enhance the skills of program managers inDiscount retailer Target, however, achieved the top spot for order to implement a clear and comprehensive strategy,both categories with a positive average score of nearly 28 improve communication between internal and externalfor social issues and 26 for environmental concerns. audiences, and integrate programs throughout all levels of the company.DoWellDoGood LLC ©2010 www.dowelldogood.net 5 And The Leaders Are? About the Survey & About UsHow are some of America’s largest companies The Do Well Do Good Public Opinion Surveys on Cause-perceived based upon their impact on society and in the Marketing and Corporate Social Responsibility wereenvironment? We asked the respondents to rate 16 major- conducted through an online panel organized by Qualtricsbrand companies on a scale from -100 to 100. We selected Labs, Inc.. The survey was conducted between Septembertwo to three companies in six different industries and 23-25, 2010 with 1,017 respondents consisting of 503 women and 514 men. The survey is estimated to have anwomen, and moms. error rate of + 3.1%.It will probably not be a surprise to see that oil companieshave very low perceptions – both for the environmental organizations whose leadership wishes to increase theconcerns and social issues. BP scored the lowest of all of positive impact of their corporate social responsibility,these 16 companies with an average score of -40 in the cause-marketing, and philanthropy initiatives. We provideenvironment and -28 score on social issues. the tools and enhance the skills of program managers inDiscount retailer Target, however, achieved the top spot for order to implement a clear and comprehensive strategy,both categories with a positive average score of nearly 28 improve communication between internal and externalfor social issues and 26 for environmental concerns. audiences, and integrate programs throughout all levels of the company.DoWellDoGood LLC ©2010 www.dowelldogood.net 5