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.
dotherightthing.com 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.
