Increased Transparency Benefits Companies and Stakeholders

Increased Transparency Benefits Companies and Stakeholders

Thursday, June 19, 2014 - 11:00am

CAMPAIGN: Clorox's CR Matters Blog


By Kathryn Caulfield, Vice President – Corporate Communications & Corporate Responsibility

After we acquired the Burt’s Bees natural personal care company in 2007 and launched our Green Works naturally derived cleaners in 2008, we quickly found ourselves in the spotlight, facing intense scrutiny. Many speculated that Clorox was making a “green washing” play.

To better understand this reputational challenge, we conducted a stakeholder assessment and learned that the most important attributes in assessing our reputation were corporate information and transparency, product and environmental sustainability, community contribution/presence, employee treatment, and product value/innovation. With the exception of product value/innovation, we ranked low on these attributes. It was clear we had a tremendous opportunity to increase transparency and build trust.

Read more on Clorox's CR Matters Blog