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Survey rates Canadian brands on corporate responsibility

The Reputation Institute of Boston, in association with Toronto-based Argyle Public Relationships, has released the results of a survey on the Canadian brands with the highest rankings for corporate responsibility. The study asked 300 respondents to rate companies according to positive societal influence, environmental friendliness, transparency, ethical behaviour and concern for employee well-being.

According to the survey, outdoor equipment retailer Mountain Equipment Co-Op is the most reputable Canadian company with regard to corporate responsibility, followed by Canadian Tire and Shoppers Drug Mart. Additional brands in the top ten include CAE, OpenText, Sleep Country Canada, Roots, Cascades, the Ontario Municipal Employees Retirement System and Home Hardware.

"This study is a powerful reminder that reputation isn't just about communication, it's about the connection between what you say and what you do," said Daniel Tisch, CEO of Argyle. "That's how some companies build emotional bonds with their stakeholders, driving supportive behaviours such as intent to purchase, likelihood to recommend, willingness to invest, and giving the company the benefit of the doubt in a crisis."

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