...The latest rankings show consumers are paying closer attention to workplace issues, such as equal pay, and show a direct link between a company's ranking and public support. A five-point corporate-responsibility increase translated into an 8% increase in purchase intent, said Stephen Hahn-Griffiths, Reputation Institute's chief reputation officer. A five-point corporate-responsibility increase boosted trust by 6%. "In today's world, success and being a purpose-driven organization are inextricably linked," said Kasper Nielsen, Reputation Institute's chief strategy officer. "To put it simply," Mr. Hahn-Griffiths said, "corporate responsibility is no longer just a measure of goodwill, it's a measure of being a good business."

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