Ethical Performance
inside intelligence for responsible business


online surfers invited to make a judgement call

April 2007

Internet users are being given the chance to evaluate the social and environmental performance of companies on a new website that features examples of good and bad things companies are doing in the CSR field. allows individuals, including company representatives, to post details of CSR initiatives or alleged wrongdoings which are then appraised by site visitors over an initial 60-day period. Among the first large companies being assessed are Apple, ExxonMobil, Google and Sony.

The main way visitors can make their views known is by stating whether they think an initiative or alleged wrongdoing is ‘important’ or not. They can also leave detailed comments. Firms that have already gained positive ratings include Accenture, for its work to help tackle oil spills in the Philippines, and Herman Miller, an ‘ecofriendly’ furniture company based in the UK. Fidelity Investments has received a negative rating for its involvement in Sudan. However, ratings can change over time depending on user feedback.

The site has been founded by Ryan Mickle, a former Boeing executive, and Rod Ebrahimi, a technology consultant. Both are based in the US.

Mickle told EP that since its unadvertized launch two months ago the site has had around 50,000 visitors, who have submitted comments on more than 150 companies, including the website itself.

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