Microsoft More “Ethical” Than Apple, Google, Yahoo, Facebook

Many people might not believe that Microsoft, the company that a decade ago was often known as “the evil empire,” is now one of the most “ethical” internet companies, beating out Google, Apple, Yahoo, Facebook and other well-known online brands. That’s according to the New York-based Ethisphere Institute (EI), which produces an annual list of “world’s most ethical companies.”

The non-profit uses a multi-pronged methodology to determine an “Ethical Quotient” for nominated companies. Those that make the list are all considered “ethical.” There’s no further ranking or hierarchy. There were 110 total companies to make the list this year. EI has produced the list since 2007.

More than 3,000 companies were nominated for this year’s list and the winners selected from more than 100 countries in 36 industries. The following are the criteria that EI uses to determine it’s “EQ” score:

  • Ethics and Compliance Program (30%)
  • Reputation, Leadership and Innovation (30%)
  • Governance (15%)
  • Corporate Citizenship and Responsibility (25%)

Here are some of the winners from various industry categories:


  • Adidas
  • Comme Il Faut
  • Gap
  • Patagonia
  • Timberland


  • Cummins
  • Denso
  • Ford Motor Company
  • Johnson Controls


  • Adobe
  • eBay
  • Microsoft
  • Zappos

Specialty Retail:

  • Best Buy Co.
  • Hennes & Mauritz
  • Sonae
  • Target
  • Ten Thousand Villages

EI’s list is one measure of “ethics” and some of the companies on the list have been dinged in other surveys or lists. For example, Ford was one of the companies near the top of the newly released “Customer Complaint Index“:

Politics doesn’t appear to play into EI’s criteria, although ideology would potentially manifest in corporate policy. But for some people ethics and corporate political behavior are connected. For example, Best Buy and Target, two on the EI specialty retail list above, have given money to right-wing causes and politicians that many in the political center and on the left would consider to be “unethical.”

EI contends that ethical companies do better financially than unethical companies and asserts that those companies, in the aggregate, on its list outperform the S&P 500 overall:

The full list can be found at Forbes on here on the EI site.

Related Topics: Channel: Industry | Microsoft: Business Issues | Microsoft: General


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Alireza Sefati

    It makes perfect sense to me. MS hasn’t violated any major laws or hasn’t pulled anything sneaky the recent years. Google on the other hand is being accused of all sort of things, FB accused of privacy and partner dispute, and apple accused of hurting the music industry by selling itunes instead of real CDs along with many other things.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide