Archive for May 4th, 2008

An article in last week’s Wall Street Journal reported on Unilever’s decision to only purchase palm oil for its Dove soap brand from vendors that do not harm the rain forests. This decision was said to be directly related to Greenpeace‘s efforts to save the rain forests in Indonesia and call attention (as it should) to how deforestation harms wildlife and wildlands. It is hard to figure out who came to the table first but one thing is for sure and was noted in the article by Greenpeace’s executive director John Sauven.  He said “It targeted Dove soaps and skin creams because ‘everyone has heard of those brands.’”

One of the clearest trends in the reputation landscape has to do with the danger of being number one or two among the most admired companies.  Although other companies are surely guilty of clearing rain forests to plant palms for producing the oil, the best-known brands are expected to know better and to take the heat by virtue of their standing, size and stature.

I just thought it was worth noting that Greenpeace’s head director confirmed my belief that when it comes to building reputation, be careful what you wish for (meaning being among the most admired). Leaders in corporate reputation carry great responsibility — they must set the course and must justify all their decisions in public. The pressure upon them is immense. It goes with the territory.