Are businesses suffering from 'irresponsibility disease' or are the big names now making a genuine commitment to responsible behaviour?
GE has 'Ecoimagination'. BP is 'Beyond Petroleum'. But which is the more responsible company? It can be difficult to see past the public image portrayed by corporate media. Equally, it is hard to know if examples of bad practice that reach the public eye are one-time events, or merely the symptom of a larger 'irresponsibility disease' emphasising shareholder profit regardless of the impacts on society and the environment.
We know that it is not legitimate to conclude that Shell is more responsible than Vodafone based solely on the strength of advertising campaigns. But it is equally illegitimate to conclude that Berkshire Hathaway is more responsible than BP based on incidents covered by the media over the last year.
Amidst this confusion, trust in large corporations has shrunk, demonstrating a need for a more objective assessment of responsibility for big business.
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