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Pressure on Brazilian companies to behave in a more socially
responsible manner rose a notch last month with the introduction of a
benchmarking tool that ranks them according to their business
practices.
The benchmark, developed by the Akatu Institute, a Brazilian consumer organization, ranks companies according to 60 measures such as fair working practices and responsible customer relations. Of the 100 firms listed, top performers include CDN (public relations) and Grupo Abril (publishing).
'Our objective was not to compare companies against an ideal of responsible business practice, but to have a comparison of indicators based on best practice in Brazil today,' said Helio Mattar, the institute's chief executive.
Akatu surveyed a total of 630 companies - including a number of multinationals operating in Brazil - and also invited a panel of 600 consumers to rate which practices were most important to them. Those they judged as priorities, such as fair pay and employee education, were given more weighting in assessments.
The benchmark, developed by the Akatu Institute, a Brazilian consumer organization, ranks companies according to 60 measures such as fair working practices and responsible customer relations. Of the 100 firms listed, top performers include CDN (public relations) and Grupo Abril (publishing).
'Our objective was not to compare companies against an ideal of responsible business practice, but to have a comparison of indicators based on best practice in Brazil today,' said Helio Mattar, the institute's chief executive.
Akatu surveyed a total of 630 companies - including a number of multinationals operating in Brazil - and also invited a panel of 600 consumers to rate which practices were most important to them. Those they judged as priorities, such as fair pay and employee education, were given more weighting in assessments.
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