Consumers Perceive Corporate Responsibility Through Own Lenses

Consumer perception of corporate responsibility and citizenship differs from objective rankings such as the CRO 100. Although this might appear to call into question whether a companies' CSR efforts will provide clear ROI, it also counsels that companies do a better job of aligning their CSR efforts with their brands.

Environmental Leader reports the recent Corporate Citizenship Study prepared by Penn, Schoen & Berland Associates, Burson/Marsteller and Landor which ranked Microsoft and General Mills at the top. Although Microsoft is at the top of the CRO 100. General Mills scored in the middle ranks for corporate responsibility.