Acting on their concerns about global warming, more Americans are reducing their environmental footprint—and expecting large companies to follow suit. In fact, 45 percent identify “protecting the environment and wildlife” as the area that large companies should contribute to the most, followed by “fighting poverty in the United States” (42 percent) and “supporting education and schools for children and teens” (33 percent), according to a survey by market research company Ipsos (New York).  

“While quality of products and services is the most important factor for consumers judging companies, environmental and social responsibility is as strongly related to goodwill as customer service and value for money,” said Annabel Evans, vice president of Ipsos Public Affairs. “Companies that are spontaneously thought of as particularly responsible are primarily recognized for their environmental initiatives.”

According to the Ipsos’ survey, consumers who are aware of good corporate practices act on their knowledge: 19 percent of survey respondents said they bought a product or service because of its established link to a charitable organization.

However, 61 percent of respondents find it difficult to know which products are better for society, and 62 percent claim more information about companies’ social, environmental and ethical behavior would influence their purchasing decisions.

Consumers also find it difficult to judge the social and environmental performance of individual companies: Only one in three (35 percent) could cite a company that acts in particularly responsible fashion, and no company stood out as a leader among more than 2 percent of the population.

“Companies that receive high ratings for social and environmental responsibility are those with widely reported philanthropy or environmentally friendly products,” Evans said. “Companies that attract high negative ratings are criticized across most aspects of their business, tend to operate in sectors that are perceived as environmentally damaging and are corporate goliaths in terms of their overall revenue and profitability.”