The ‘green’ image that consumers might have of brands does not always correspond to the actual ‘green’ policy of companies. This is the result of a research performed by the green innovation consultancy ‘Change’ based in the US . This report  analysed the CSR policies of brands and also assessed the perception of mainstream consumers of how green and responsible a variety of brands are. This then allowed the consultancy to compare the ‘actual score’ of a brand to the ‘perceived s...

After analyzing hundreds of CSR-reports and websites during the last 5 months, we have noticed that the CSR slogan of a brand does not necessarily say anything about its actual CSR policies. Our rankers made a top 3 to illustrate this point:

1.Nintendo’s definition of CSR is “activities that put smiles on the faces of everyone Nintendo touches”. Although completing Super Mario no doubt led to many happy child faces, this can’t been seen as a serious CSR-goal.

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