Social responsibility, which is becoming an ever-more critical component of corporate reputation, contributed to the positive survey
results for several other companies, including Whole Foods Market and Merck.
Whole Foods placed 12th and received the best score of any company for social responsibility. Respondents
praised it for its focus on quality and organic products. Merck jumped six places to No. 39, as the publicity campaign about its assistance programs for the needy helped offset the negative impact of
its withdrawal of Vioxx from the market.
The bottom finishers were Comcast, ExxonMobil, and Halliburton.