The Ethical Index is the first consumer opinion survey of corporate ethics. The survey measures which issues concern consumers most, which companies they talk about and how that impacts on their shopping behaviour.
The Ethical Index measures the reputations of some of the world’s largest companies. The Ethical Index records issues of most concern to consumers, from environmental impact to employment record. A typical question might be: Thinking about companies’ ethical behaviour in general, which of the following issues concern you the most?
The index measures those attitudes and motivations more likely to result in ethically-oriented shopping. Crucially, it monitors the various types of communications media influencing consumer perception. Data are used to recommend media strategies.
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