How Aflac Raised Its Reputation Pulse Score for Its CSR Initiatives

The Trends: I recently had a conversation with the Reputation Institute, a leading research and advisory firm that collects and analyzes data and proffers advice about corporate reputation. We discussed Pulse Scores, derived from data that the Institute calculates for companies to measure their public reputation. Its algorithms are based on seven dimensions: leadership, performance, products/services, innovation, citizenship, governance and workplace.

I left the meeting feeling very good because Aflac’s Pulse Score is rising as a result of several recent initiatives. I also noticed the scores of several other companies are rising, too. It seems that focusing on corporate social responsibility (CSR) and reputation is trending more than ever as companies acknowledge that to a growing number of potential customers and investors, what a company represents is as important as the goods and services it provides.

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