RepTrak: High correlation between ESG and trust

Saying and doing the right thing has its benefits, and not doing so has its consequences, finds RepTrak in a new study into corporate activism.

The research found that over one-third (36%) have felt “betrayed by what a company stands for,” and 47% have stopped doing business with a company as a result.

Nearly two thirds (63%) of global consumers prefer to buy goods and services from companies that “stand for a purpose that reflects their values and beliefs” and will avoid those that do not.

And 2020 Global RepTrak data revealed that companies with outspoken CEOs across social justice, environmental, and political issues had higher average Reputation Scores. 

In Q1 2021, more than half of the global general public indicated it was important for companies to respond to social and political issues using both actions and words, while 30% stated only taking action was most important.

RepTrak ESG analytics reflect public perception of performance against 17 factors, including considerations like sustainability, talent management, diversity, and ethical governance.

Consumers are significantly more likely to purchase from and trust a company with a high ESG score. In fact, ESG is the most powerful indicator in determining whether or not the public is willing to trust a company and give it the benefit of the doubt.