MADRID – Fundación La Caixa, CaixaBank, El Corte Inglés, Telefónica, Mercadona and Inditex have the best reputation and highest corporate social responsibility (CSR) scores in Spain.
This is according to a business success survey conducted by Madrid-based consultancy Advice. In 2020, for the first time in more than a decade, corporate social responsibility emerged as the most important factor. This was when evaluating companies, according to the groups and individuals were surveyed.
Good for society
Moreover, the survey shows over 90% of respondents consider social responsibility and CSR as a way to help society. This was during the corona pandemic in the areas of health, food, labour or economy. According to those surveyed, Fundación La Caixa, CaixaBank, El Corte Inglés, Telefónica, Mercadona and Inditex have strong emotional and rational ties with Spaniards. Additionally, it was felt they go beyond the products and services they offer. Therefore, one of the strengths of all these companies is their proximity to their customers. They communicate through media messages, advertising campaigns and other marketing activities on the Internet and social networks.
In addition to those mentioned above, Meliá, Mapfre, Cellnex, Pascual or Iberdrola also score well on the list of companies.
Social activities and boost for Spanish economy
This year, the pandemic and resulting economic crisis have influenced respondents’ opinions on reputation and corporate social responsibility. Furthermore, the survey shows 83% of SMEs, freelancers and opinion leaders surveyed believe social activities and economic activation are key factors that contribute to a good company reputation. 89% of respondents believe in 2021 social responsibility will be reflected in social activities. And, more importantly, to the contribution and recovery of the Spanish economy.
Managing partner of Advice Strategic Consultants, Jorge Díaz Cardiel, explained that reputation in 2021 is not considered an intangible asset. More importantly, it is the concrete result of actual support and help to society and an economic contribution to recovery. Therefore, ‘when Spanish organisations and companies visibly commit or invest in helping society and contribute to Spain’s economic recovery, this is seen and appreciated by the public. And that results in a better corporate reputation.