BP and the importance of Corporate Social Responsibility

IPC Poll finds the American BP oil spill has altered perceptions of the company in the UK.

Recent reports indicate BP’s brand reputation has been hit harder in the US than the UK. With BP working tirelessly to stem the flow of oil and rebuild their image, we asked our Origin Panel about their feelings towards BP in the wake of the disaster. It seems it may also take time to repair the damage caused by the crisis in UK. Our poll found 62% of women felt that the BP oil spill has had a negative impact on their feelings towards the company.

While most of them accept that accidents do happen, there is a strong sense that companies should behave responsibly and do all they can to be environmentally friendly as highlighted by some respondents:

“It is vital that all companies are as ethical as possible - they bleed our resources dry and can drain the earth into extinction - companies should publish their ethical interests and what they do for the world and what they further intend to do we are finished if this doesn't happen.” – val333

“They must act responsibly, not taking short-cuts!! Obviously this wasn't done on purpose, it was an accident, but any accidents of this nature are catastrophic." - elc

Interestingly women here are more tolerant of BP than the Americans, and feel that they should be taking some of the blame too:

“An accident was bound to happen at some stage drilling so deep into the ocean but whilst the US is hell bent on cheap oil- this will not be the last disaster. Obama is obviously using this to boost his growing unpopularity.” - Weenie
Despite this level of understanding, the overwhelming message from consumers is that companies must act responsibility or suffer the consequences in lost business.

IPC’s Origin Panel is an interactive online community of 7,500 women. We maintain an ongoing dialogue with this nationally representative sample of women.