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By Steve Brearton
Illustration: Seth
Social climbing
Two decades ago, reporting and disclosure of corporate social responsibility (CSR) issues was
virtually nonexistent. Today, being accountable for more than just the bottom line is commonplace for
Canadian firms
1 Rank of ice cream giant Ben & Jerry’s among the top-30 most reputable US companies
in the social responsibility category in 1999. The Vermont-based firm released the first real CSR scorecard
in 1989.
4 Crucial elements in a credible CSR reporting and communication strategy, according to
nearly 50 US advocacy and community groups. In 2003, the US nonprofits cited the reporting of noncompliance
or poor performance, making comprehensive-performance data available, third-party verification and, finally,
standardized reporting as being most important for verifying a firm’s CSR efforts.
21 Number of Canadian companies using outside organizations to verify aspects of their
CSR performance. That’s up from five firms in 2001, according to Ottawa consulting firm Stratos Inc.
45 Years since US economist Milton Friedman condemned CSR in his book Capitalism and
Freedom by writing “few trends could so thoroughly undermine the very foundations of our free society as the
acceptance by corporate officials of a social responsibility other than to make as much money for their
stockholders as possible.”
<50 Percent of Canadians who believe companies are honest about their environmental
and social performance, reports GlobeScan in 2004.
70 Percentage of TSX-listed companies by 2005 with some CSR information in their annual
reports. In 2001, the figure was 35%.
75 Percentage of Canadian “opinion leaders” who would not buy goods or services from a
business they mistrusted, according to the Edelman Trust Barometer in 2006.
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