2016 Survey on Corporate America

1 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED. JUSTCAPITAL.COM
2016 Survey on
Corporate America
American Perceptions
of Corporate Behavior
JUSTCapital.com
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_

The Voice of the
People
In 2016, JUST Capital surveyed nearly 4,000
Americans from all regions and walks of life, in its
second annual Poll on Corporate America.
Fully weighted to the U.S. Census, our annual survey
was established in 2015 to give the American people
a greater voice in the dialogue on business culture
and understand what matters most to the public
when it comes to corporate behavior. Since 2015,
we’ve surveyed over 50,000 Americans to find out
what they believe makes for a JUST company. Our
study is one of the largest of its kind ever
undertaken.

Why Collect All of This Data?
Using the public’s definition of JUST behavior, we measure the performance of
the largest publicly traded companies, in the first-ever rank of America’s most
JUST companies.
By ranking companies on the issues that matter to Americans, we can use
markets to create a better future for everyone.
Listen to the Public
We identify which
issues are most
important to
Americans
Rank companies
We tell you how
companies perform on
all the issues
Drive change
We help consumers,
employees, investors, and
other market participants
make more informed choices

Table of Contents
America’s Views on Business….........…..............
A barometer of the public’s attitudes towards
corporations today
Annual JUST Survey …......................................
A scorecard for how Americans define a JUST
company, and which issues are more or less
important than others
Detailed Data …....................................................
A bird’s eye view of importance rankings,
demographic breakdowns, composition of
sample, and methodology
See the full methodology at www.justcapital.com/methodology.
5
29
52

America’s Views
on Business
This year’s survey paints a strikingly consistent picture of belief
in American business. Across age, gender, political affiliation,
income, ethnicity, and many other demographics, the majority
of respondents believe that the story of American progress and
prosperity is the story of capitalism. Said one respondent: “The
business of America, is business.”
At the same time, the majority of Americans, across nearly all
demographics, believe that corporations have become less
JUST in the last decade and that corporate America is headed
in the wrong direction. “Not much [is good about Corporate
America today],” one respondent noted. “I feel they have
abandon[ed] the American public for the almighty dollar.”
So how do we move forward? JUST Capital believes the solution
begins with the American public’s values, and their definition of
JUST corporate behavior. By listening to the public, and
applying an unbiased, data-driven survey methodology, we offer
the first-ever blueprint for Americans’ expectations of corporate
behavior. We believe this information shows large corporations
how they can reconnect with their multiple stakeholders and
provides the foundation for a more JUST economy.
A barometer of the public’s
attitudes towards corporations
today

Themes: What Do You Think is Good About Corporate America Today?
Survey Respondents Discuss Jobs, Meritocracy, the Economy, Benefits,
and Innovation
“innovative”“great returns to shareholders”
“great jobs for employees”
“provide jobs”
“one can generally get ahead based on ability, performance, and work ethic.”
“Engine that drives the economy”
“sustainability, conscience”
“corporate paid health benefits”
“useful, affordable, energy efficient products”
employ many people and offer health & retirement benefits
“adept to adjust to changing conditions”
Represents the work ethics of most Americans. Work hard, fairly, and good things will be the outcome.
The most productive work force in the world.

Do you agree or disagree with the following
statement? What is good for business is good
for the country.
The majority of Americans—63%— across age,
political affiliation, gender, and income, continue to
believe in business.
However, results indicate that optimism about
business tends to decline among those who identified
as women, young, of Hispanic and African-American
heritage, or of liberal political leanings.
In addition, those in the highest income bracket were
more likely to agree.
• 58% of women agreed that what is
good for business is good for the
country, compared with 67% of men.
• 51% of Millennials in the post-college
25-34 age group agreed.
• African Americans and Hispanics were
less likely to agree: 53% among
Africans Americans and 57% among
Hispanics.
• 77% of respondents making $200,000
or more agreed.
• 41% of respondents who identified as
liberal disagreed that what is good for
business is good for the country, vs
22% of conservatives. The majority of
respondents who identified as extremely
liberal disagreed—52%—compared to
30% who disagreed overall.

42
52
62
74
74
61
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Conservatives More Likely to Agree
67
58
Male
Female
Gender: Men More Likely to Agree
54
51
57
67
71
75
18-24
25-34
35-44
45-54
55-64
65+
Age: Older Americans More Likely To Agree
statement? What is good for business is good
for the country.
11%
52%
24%
6%
7%
Completely Agree Generally Agree
Generally Disagree Completely Disagree
Don't Know
”Agree” in all instances refers to combined results of
“Completely Agree” and “Generally Agree”

statement? What is good for the economy is
good for the country.
The vast majority of Americans—85%— agreed that
what is good for the economy is good for the country.
Those in the highest income bracket tend to indicate
the greatest agreement.
While a fewer proportions of young people, those of
Hispanic and African-American heritage, or
respondents of liberal political leanings expressed
agreement, there was nonetheless no demographic
group collected in which less than 75% agreed.
• Confidence in the economy dipped
among college-age adults (18-24), to
79%.
• African Americans were less likely to
agree—75%— in comparison to 87% of
White Americans.
• The percent of respondents agreeing
increases as income increases, with 85%
of Americans believing that what is good
for the economy is good for business,
compared with 94% among those
earning $200,000 or more.
• Both extremely liberal and extremely
conservative respondents were slightly
less likely to agree: 77% of those
identifying as very liberal agreed, while
83% of those identifying as very
conservative agreed.

77
87
85
89
83
78
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Far Left and Far Right Less Likely to Agree
79
82
85
85
88
90
18-24
25-34
35-44
45-54
55-64
65+
Age: Agreement Increases with Age
82
82
83
87
88
88
89
94
Less than $25,000
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000+
Income: Highest Income Most Likely To Agree
statement? What is good for the economy is
good for the country.
23%
62%
9%
2% 4%
Completely Agree Generally Agree
Generally Disagree Completely Disagree
Don't Know

“[There is a] trend towards taking care of
the employee-- not all companies are
where they should be, but the trend is
there.”
-- Survey respondent, 51 year old,
moderate, $200k+ income
“There seems to be a movement toward more
responsibility for the the actions of corporate
America today. It's not necessarily good, but it is a
small step in the right direction.”
-- Survey respondent, 30 years old, liberal, $60-
75k income
There is a trend to find ways to reduce medical
benefits by increasing deductibles, copays, and
premiums.
-- Survey respondent, 62 years old, conservative,
$125-150k income
Themes: Has Business Changed Over Time?
Respondents discuss worker treatment, sustainability, and social
responsibility
“Doing the right thing should go hand in hand with long term
profitability. But that is not what investors seek. Corporate
behavior was coming around to corporate responsibility before the
recession. However, there has been a tremendous backsliding in
the whole sustainability movement since 2008. Now it is merely a
marketing ploy.”
-- Survey respondent, 53 years old, moderate, $175-200k income

Do the American people think corporations
have become more JUST or less JUST over
the past decade?
A majority of Americans—56%—believe that
corporations have become less JUST in the last decade.
In comparison, JUST Capital’s 2015 Survey found that
42% believed corporations had become less JUST.
This belief tended to increase with age and among
certain low-income populations. While 48% of
Americans age 18-24 said that corporations had
become less JUST, 61% of respondents 55 years or
older believed that corporations had become less JUST.
• 61% of Americans making $25,000-
$34,999 believed that corporations had
become less JUST. Those making
$200,000 or more were least likely to
believe that corporations had become
less JUST—47%.
• Liberals and conservatives are in general
agreement, with those identifying as
‘liberal’ more likely to respond that
corporations have become less JUST
(61%)
• Certain parts of the country were more
likely to believe that corporations had
become less JUST. In particular,
respondents from the East North Central
(IL, IN, MI, OH, WI) United States were
more likely to believe that corporations
had become less JUST (65%).

54
61
55
58
54
58
51
47
Less than $25,000
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000+
Income: Wealthiest Americans Least Likely
to Believe Corporations Have Become
LESS JUST
Do the American people think corporations
have become more JUST or less JUST over
the past decade?
5%
18%
17%
25%
31%
4%
Much More Just Somewhat More Just
Neither More Just Nor Less Just Somewhat Less Just
Much Less Just Don't Know
48
56
54
54
61
61
18-24
25-34
35-44
45-54
55-64
65+
Age: Older Americans More Likely To
Believe Corporations Have Become
LESS JUST

Themes: Intentions and Trust Matters
Respondents express lack of trust in corporations and care about their
underlying intentions as much as their actions
“I have very little trust in corporate social responsibility (CSR)
teams because their purpose is to make corporations APPEAR
more just.”
-- Survey respondent, 29 year old, very liberal, $100-125k
income
“Corporate America would do good to grasp hold of the JUST philosophy. A great company starts with
a behavior model created (and followed) at the top layer of the company and continues on down the
line to all employees. Integrity within a company brings trust from customers.”
-- Survey respondent, 52 year old, conservative, $125-150k income
“The majority of companies give charitably
because it looks good, not because they care.
This makes it very hard for me to trust
anything any corporation says.”
-- Survey respondent, 32 year old, moderate,
$85-100k income
“It seems the bigger the company the less they can be trusted - always looking for loopholes, how to save
on taxes, always looking for ways to make the product cheaper and at what cost - environment? product
quality? loss of workers benefits?”
-- Survey respondent, 68 year old, moderate, $15-20k income

In general, do you think the behavior of
corporations is going in the right direction or
wrong direction?
A majority of Americans—52%— believe that corporate
America is headed in the wrong direction.
These results varied by age, with Millennials less likely to
believe that corporations were headed in the wrong
direction. They also decreased among respondents who
had large investment.
• Millennials were less likely to believe that
corporations were headed in the wrong
direction, with 49% of 18-24 year olds
indicating that corporations were headed
in the wrong direction, compared with
54% among those 65 or older.
• Americans with investments of $1MM or
more were less likely to believe that
corporations were headed in the wrong
direction—44%.

In general, do you think the behavior of
corporations is going in the right direction or
wrong direction?
26%
52%
22%
Right Direction Wrong Direction Don't Know
49
49
49
52
57
54
18-24
25-34
35-44
45-54
55-64
65+
Age: Older Americans Slightly More
Likely To Believe Corporations Headed in
WRONG Direction
54
53
50
44
Does not invest
< $100,000
$100,000 – $999,999
>= $1,000,000
Investments: Big Investors Less Likely to Believe
Corporations Head in Wrong Direction
$1MM or more
Less than $100,000

“Corporate America is being held accountable for their actions to
a greater degree today than ever before due to the information
available through the internet. The consumer is better informed.
There is still much misinformation being communicated, but
overall the consumer, if they choose, can gather much more data
than ever before to make their decisions.”
-- Survey respondent, 62 year old, conservative, $200k+ income
Themes: Access to Information Matters
Respondents discuss the power of transparency, connecting information
to behavior, and the information age
“Some companies are improving
conditions for their employees and
that information can be found online.
So I can research that information
before deciding whether to invest in a
company. I believe that a company
that takes care of its employees
(higher wages, better benefits) will
retain its employees and ultimately be
more profitable and pay higher
dividends. (So far my approach is
generally working!)”
-- Survey respondent, 68 year old,
liberal, $200k+ income
“With the advances in technology and availability of information,
corporate acts, dealings, and investor/boardmember/chairman
actions have become more available to the general consumer.
Corporations need to evolve in their marketing/acting to ensure
that they are in line with the values they portray.”
-- Survey respondent, 27 year old, moderate, $25-30k income

How important do you think it is to measure
JUST corporate behavior?
The vast majority of Americans—96%—believe that it is
important to measure how JUST corporations are. The
figures were strikingly similar across all age groups,
ethnicities, education levels, politics, and income levels.
A decline in percentage of respondents who believed it
was important to measure corporate JUSTness emerged
among those that identified as very conservative, to
90%. A decline also occurred among those with large
investments (91%). However, in both cases, the
percentage still represented a vast majority.
What do you think is wrong with corporate
America today?
“Profits over everything, regardless of what
that actually costs society or the world.
Shareholder return should not be the sole
measure of whether a company is doing
well or an asset to our community/society
as a whole.”
-- Survey respondent, 35 year old, liberal,
$85-100k income

How important do you think it is to measure
JUST corporate behavior?
68%
28%
3% 1%
Very Important Somewhat Important
Not Too Important Not At All Important
98
99
98
96
90
90
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Liberals Slightly More Likely to
Indicate Importance of JUST Corporate
Behavior
96
98
96
91
Does not invest
< $100,000
$100,000 – $999,999
>= $1,000,000
Levels of Investment: Americans Investing
$1M or more Slightly Less Likely to
Indicate Importance
$1MM or more
Less than $100,000

If information were available that helped you
determine how JUST a corporation is, how
likely would you be to look for it?
A full 81% of Americans said they would seek out
information on corporate performance if it was
available. While the great majority of most
demographic groups expressed intent to look for
information on JUSTness, certain groups—including
liberals and respondents who were married without
children—indicated greater likelihood.
Intentions, however, aren’t necessarily an accurate
predictor for how people will ultimately behave. Instead,
results suggest that Americans are actively interested in
learning more about how corporations affect their lives.
• Young adults, aged 18-24, were least
likely to seek out information on
JUSTness (72%). In comparison, a
similar percentage (at least 80%) of
respondents across all other age groups
expressed likelihood to seek out
information.
• Low income Americans are less likely to
seek out information—76% of those
earning $25,000-$34,999.
• African Americans were less likely to
look for information (76%), compared
with 82% among White Americans.
• Respondents who were married without
children were also much more likely to
seek out the information: 98%.
Original Question Wording: “If information were available that helped
you determine how JUST a corporation is (a ranking of corporations, for
example), how likely would you be to look for it?”

If information were available that helped you
determine how JUST a corporation is, how
likely would you be to look for it?
34%
47%
11%
4% 3%
Very Likely Somewhat Likely Not Very Likely
Not At All Likely Don't Know
78
76
79
84
84
87
80
85
Less than $25,000
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000+
Income: Higher Income Americans More
Likely to Seek Information on JUSTness
72
81
83
81
85
85
18-24
25-34
35-44
45-54
55-64
65+
Age: Older Americans Slightly More
Likely to Seek Information on JUSTness
92
88
82
80
73
69
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Liberals More Likely to Seek
Information on JUSTness

Would you use information on how JUST a
company is when deciding whether or not to
purchase its products/services?
84% of Americans said they were somewhat or very
likely to use information on JUST corporate behavior
when deciding whether or not to purchase from a
company. Across all demographic groups, the majority
indicated that information on corporate JUSTness would
influence their purchasing choices.
While intent is not an accurate predictor of behavior,
these results suggest that Americans do not separate a
company’s actions from the products it sells.
• College-age Millennials (18-24) were
least likely to use information for
purchasing decisions—74% compared
to 87% of those aged 55+.
• Also more reluctant to change
purchasing behavior are those who
invest more than $1MM (72%).
• Those on the extremes ends of the
political spectrum had the greatest
difference in response, with 75% of very
conservatives and 91% of very liberal
respondents likely to use the information
for purchasing.
• Although not too far from the average,
gender impacts likelihood of influence,
with 87% of women likely to use, vs.
81% of men.
example), how likely would you be to use that information when
deciding whether or not to purchase products/services from the
corporation?”

purchase its products/services?
74
82
86
84
87
87
18-24
25-34
35-44
45-54
55-64
65+
Age: Young Adults Less Likely to
Intend to Buy Based on JUSTness
81
87
Male
Female
Gender: Women More Likely to Intend to Buy
Based on JUSTness
91
90
85
82
75
72
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Liberals More Likely to Intend to
Buy Based on JUSTness
41%
43%
9%
4% 3%

look for a job there?
87% of Americans said they would use information on a
company’s JUSTness when considering employment
with that company. 74% indicated the same in 2015.
Americans in mid-career, as well as Liberals, were more
likely to indicate likelihood of using information on
JUSTness. Meanwhile, those who invest more than
$1MM were less likely to use this information.
Further analysis needs to be done to understand exactly
which company characteristics, beyond salary, affect
employment choices in America.
• Respondents aged 35-54 were most
likely to indicate intentions to use
information on JUST behavior in their
employment choices: 90%. This
compares with 85% among 18-24 year
olds.
• Respondents as identifying as Liberal
were more likely to indicate intent to
consider this information: 92% among
Liberals and 89% among Conservatives.
example), how likely would you be to use that information when
deciding whether or not to look for a job at the corporation?”

look for a job there?
85
87
90
90
89
84
18-24
25-34
35-44
45-54
55-64
65+
Age: Attention to JUSTness in Employment
Choices Peak in Mid-Career Years
96
92
87
89
80
78
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Attention to JUSTness Indicated More
Frequently Among Liberals
56%32%
6%
3%3%

invest money in it?
The vast majority of respondents said they would use
information on JUSTness when considering investments
in a corporation: 85%.
Among those with investments, results were relatively
similar regardless of the respondents levels of
investment. Liberals and Middle Class Americans were
more likely to express intent to use the information
when investing.
• 89% of respondents with investments
less than $100,000 expressed intent to
invest, compared with 87% among those
with investments of $100,000-$999,999
and 85% among those with investments
of $1,000,000 or greater.
• Middle-income Americans were more
likely to express intent: 89% of
Americans earning $50,000-$74,999,
compared with 82% among those
earning $200,000 or more and 81%
among those earning $34,999 or less.
example), how likely would you be to use the information when deciding
whether or not to invest money in that corporation?”

invest money in it?
92
89
84
86
80
74
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
Politics: Intent to Invest JUST Slightly More
Likely Among Liberals
81
81
82
89
87
88
86
82
Less than $25,000
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000+
Income: Intent to Invest JUST Slightly More
Likely Among Middle-Income Americans
53%
31%
7%
4%
4%

Conclusions
The majority of Americans have positive perceptions
of both business and the economy, yet their faith in
large corporations and their belief in capitalism as a
force for good has steadily eroded over the past
several decades. This loss of trust is counterbalanced
by a rapidly growing desire for transparency and
access to information, which would allow Americans
to determine for themselves whether corporations
are living up to the public’s expectations of
performance.
JUST Capital’s development of the first-ever data
platform designed to measure and rank corporate
behavior on the things Americans themselves
prioritize is a critical step in bringing this information
to all stakeholders. By providing transparent
rankings and tools for assessing company
performance, we believe consumers, workers,
business leaders, and investors, will be empowered
to make informed decisions on the way we all live,
work, invest, and connect to our economy. In fact,
over 80% of respondents to the JUST
survey indicated they would seek out and use
information on JUSTness in purchasing, employment
and investment decisions.
As we launch our first rankings, JUST Capital’s
market research will be a powerful tool to better
understand how business can begin to foster a more
JUST marketplace.

Annual JUST
Survey
In 2015, we uncovered a core set of topics that are
important to Americans when it comes to JUST
company behavior. We’re scoring companies on all
topics that were voted for by 75% or more of
respondents in 2015 and are realistically measurable
at this time. Together, these topics are the guiding
force for how we measure corporate performance.
Still, some topics are more important than others.
We wanted to provide a unified picture of company
performance that reflects the values of the public.
Thus, each topic is weighted in the final company
score according to its level of importance to
respondents that took part in our 2016 Survey.
A scorecard for how Americans
define a JUST company, and
which issues are more or less
important than others

How do we measure what’s more or less
important to Americans?
Respondents are given a set of behaviors and decide
which are most and least JUST in a Maximum
Difference (MaxDiff) exercise. They go through a defined
number of questions, with each topic showing up
multiple times. Without considering topics not shown,
they decide which one is most important.
Once we’ve collected all the data, we identify how
important each topic is compared to the others, for the
whole pool of respondents. A company’s performance
on topics that are considered more important matters
more in their final score.
Maximum Difference Exercise

According to JUST Capital’s 2015
Surveys, the topics that rose to the top
most frequently were related to
employees, leaders, customers,
community, the planet, and investors.
While every topic was considered
important, when asked to choose
which topic was most important,
respondents often chose those related
to the treatment of employees. For
example, a company’s performance on
living wage will impact its score more
than minimizing pollution.
Leadership & Ethics 17.2%
Environmental Impact 5.0%
Worker Pay & Benefits 25.5%
Product Attributes 5.6%
Customer Treatment 7.4%
Domestic Job Creation 5.6%
Worker Treatment 24.0%
Supply Chain Impact
4.1%
Investor Alignment
3.9%
Community
Well-Being 1.7%

ARE WORKERS PAID FAIRLY?
Across all major demographic groups, respondents consistently ranked providing
fair pay for industry and job title as the #1 or #2 issue, among all topics. On
average, providing a living wage, and non-discrimination in pay were also some of
the most important issues.
However, certain demographic differences emerged. Moderate, liberal, and very
liberal respondents identified paying a living wage among the top 6 priorities; in
comparison, conservative and very conservative respondents didn’t. Non-
discrimination in pay ranked particularly high—in the top 7—for both black and
very liberals respondents. Paying workers fairly compared to the CEO also ranked
particularly high, #5, among liberals.
EMPLOYEES

WORKER PAY & BENEFITS
Importance level: 25.5%
Does not
discriminate
in pay
4.05%
Importance
Provides
paid time
off
1.24%
Importance
Pays a fair
wage for
industry/job
level
7.66%
Importance Sponsors
health
insurance
2.49%
Importance
Pays
workers
fairly
compared to
CEO
3.07%
Importance
Helps
workers
prepare for
retirement
1.41%
Importance
Pays a living
wage
5.54%
Importance
“Personally, I believe the concentration of large sums of
money/wealth, and the efforts that go into protecting that
wealth and the power associated with it are the largest
deterrents to the advancement of the good of humankind
today.”
-- Survey respondent, 58 year old, liberal, $30-35k income

HOW WELL ARE WORKERS TREATED ON THE JOB?
EMPLOYEES
Non-discrimination in hiring, firing, and promotion, worker safety, and
respect for workers all ranked among the top 7 issues across all major
demographic groups, including gender, income, race, politics, and more.

WORKER TREATMENT
Respects
workers
5.89%
Importance
Does not
discriminate
in hiring,
firing,
promotion
6.70%
Importance
Provides
education
and training
1.56%
Importance
Handles
grievances
& layoffs
fairly
2.14%
Importance
Provides a
safe
workplace
6.34%
Importance
Promotes
work-life
balance
1.39%
Importance
“I wish it seemed more important to be JUST than to make
overwhelming amounts of money. Greed is too prevalent in
our society and it shows in the treatment of American
workers. I think and hope that we are trending toward a
better bottom line, which values ethics and morals instead
of greed.”
-- Survey respondent, 36 year old, liberal, $100-125k
income

DO LEADERS HAVE INTEGRITY?
LEADERS
Following laws & regulations ranked among the top 7 across all issues, and
having ethical leadership was also highly important, ranking as the 8th most
important issue on average.
Following laws & regulations increased in importance as income increased.
Having leaders with integrity ranked particularly high among those making
$100,000 or more, as well as among those who identified as conservative.

LEADERSHIP & ETHICS
Is truthful in
advertising
and labeling
3.16%
Importance
Follows laws
and
regulations
6.14%
Importance
Minimizes
political
spending
0.46%
Importance
Pays fair
share of
taxes
2.65%
Importance
Has leaders
with
integrity
4.79%
Importance
“I think if the leaders are ethical, have integrity, follow laws
and have good moral standards, everything else would fall
into place with wages, vacation, fair treatment and
taxation.”
-- Survey respondent, 33 year old, very conservative, $40-
50k income

HOW ARE CUSTOMERS TREATED?
CUSTOMERS
Within this category, non-discrimination in treatment of
customers and protection of customer privacy rose to the top.

CUSTOMER TREATMENT
Maintains
strong
relationships
with
customers
1.59%
Importance
Does not
discriminate
in customer
treatment
2.20%
Importance
Provides fair
pricing &
sales terms
1.54%
Importance
Protects
customer
privacy
2.10%
Importance
“It's unfortunate that so many decisions are made by
corporations are based on what they have to tell their share
holders and not on what is best for their customers.”
-- Survey respondent, 54 year old, moderate, $100-125k
income

DO PRODUCTS ADD VALUE?
CUSTOMERS
Within this category, the quality of a company’s products or
services was most important.

PRODUCT ATTRIBUTES
Makes
quality
products
3.05%
Importance
Makes
products
that are
beneficial to
health,
environ.,
society
2.59%
Importance
“I think that any company that makes a quality product and
has a strong balance sheet is good for everybody.... workers,
the country, the economy.”
-- Survey respondent, 73 year old, conservative, $85-100k
income

ARE JOBS BEING CREATED IN THE US?
COMMUNITY
Whether or not a company is creating jobs in the US ranked among
the highest in importance.
Although the top 7 components were the same for a large majority of
demographic groups, there were notable shifts:
• While US job creation ranked #1 among conservative respondents, it
did not rank in the top 7 among liberals.
• US job creation ranked #2 for those 45 years and older; it dropped
to #7 for those under 35.
• This topic declined in important as income and investments or
respondents increased.

DOMESTIC JOB CREATION
Creates jobs
in the US
5.57%
Importance
“Many of our companies continue to go overseas for cheap
labor which causes many to lose their jobs. If we don't
work, then we don't buy. It's time for corporate America to
invest in their own country and people.”
-- Survey respondent, 62 year old, conservative, $60-75k
income

IS THE ENVIRONMENT PROTECTED?
Among topics related to the environment, responsible
management rose to the top. This includes repairing
damage to land and using renewable energy.
PLANET

Uses
resources
efficiently
1.49%
Importance
Has environ.
responsible
mgmt.
1.79%
Importance
Minimizes
pollution
1.69%
Importance
ENVIRONMENTAL IMPACT
“Corporate America hurts itself, its shareowners, its
employees and its customers as well as the entire citizenry
of the world, by attempting to prioritize capital over many
considerations which nature itself prioritizes without regard
for finances at all. These include, for example, ecology,
sociology, and long-term effects of products and services
on the customer.”
income

DOES THE COMPANY BEHAVE RESPONSIBLY
OVERSEAS?
COMMUNITY
Among topics related to the the supply chain, not
having suppliers with abusive conditions was
considered most important.

SUPPLY CHAIN IMPACT
Does not
cause or
contribute
to conflict
abroad
1.03%
Importance
Does not
have
suppliers
with abusive
conditions
1.86%
Importance
Does not do
business
with
repressive
gov’ts
1.19%
Importance

IS THE COMPANY SERVING INVESTORS WELL?
INVESTORS
Transparent and accurate financial reporting was
considered most important when it comes to a
company’s investor alignment.

INVESTOR ALIGNMENT
Provides
investor
return
0.56%
Importance
Is
transparent
& accurate
in financial
reporting
2.32%
Importance
Is profitable
over the
long term
1.04%
Importance
“I invest in [Company B]…. I like their honesty, decency,
and that begins on the top. I wish more corporations were
like that.
income

DO COMPANIES SUPPORT THE COMMUNITY?
COMMUNITY
Among topics related to communities, maintaining a
strong relationship rose to the top. This includes
listening & responding to concerns raised by the
community and supporting local business.

COMMUNITY WELL-BEING
Maintains
strong
relationships
with
communities
1.28%
Importance
Contributes
to
charitable
causes
0.41%
Importance
“JUST companies care about their workers, the
communities in which they operate, and the larger world
around us and our future. Corporate America has such
power to affect and change, or doom, that future– JUST
companies make the choice to make it better.”
income

Detailed Data
• Importance Ranking, Across all Topics
• Importance Ranking, By Age and Politics
• Importance Ranking, By Income
• Composition of sample
• Methodology

Bird’s Eye View 8%
7%
6%
6%
6%
6%
6%
5%
4%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0.5%
0.4%
Pays a fair wage for the industry and job level
Does not discriminate in hiring, firing and promotion practices
Provides a safe workplace
Follows laws and regulations
Respects workers
Creates jobs in the US
Pays a living wage
Has leaders with integrity
Does not discriminate in pay
Is truthful in advertising and labelling
Pays workers fairly compared to CEO
Makes quality products
Pays fair share of taxes
Makes products that are beneficial to health, environment, or society
Sponsors health insurance
Is transparent & accurate in financial reporting
Does not discriminate in customer treatment
Handles grievances and layoffs fairly
Protects customer privacy
Does not have suppliers with abusive conditions
Has environmentally responsible management
Minimizes pollution
Maintains strong relationships with customers
Provides education and training
Provides fair pricing and sales terms
Uses resources efficiently
Helps workers prepare for retirement
Promotes work-life balance
Maintains strong relationships with communities
Provides paid time off
Does not do business with repressive governments
Is profitable over the long term
Does not cause or contribute to conflict abroad
Provides investor return
Minimizes political spending
Contributes to charitable causes
JUST Capital identified weights
for each of the topics shown on
the right. These weights add up
to total the weights for the 10
umbrella Drivers, such as Worker
Pay & Benefits, Worker
Treatment, Leadership & Ethics,
and more.
The top 7 most important issues
were relatively consistent across
major demographic groups.
However, paying a living wage,
US job creation, following laws &
regulations, and paying workers
fairly in comparison to the CEO
ranked differently among certain
demographic groups.
Key Stakeholders
Employees
Leaders
Customers
Community
Planet
Investors

Very liberal Liberal Moderate Conservative Very
conservative
Pays a living
wage
Pays a fair wage
for the industry &
job level
Pays a fair wage
for the industry &
job level
Creates jobs in
US Creates jobs in US
Pays a fair wage
for the industry &
job level
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Pays a fair wage
for the industry &
job level
Pays a fair wage
for the industry &
job level
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Pays a living
wage
Creates jobs in
US
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Has leaders with
integrity
Pays workers
fairly compared
to CEO'
Provides a safe
workplace
Follows laws and
regulations
Follows laws and
regulations
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Provides a safe
workplace
Pays workers
fairly compared
to CEO'
Provides a safe
workplace
Provides a safe
workplace
Follows laws and
regulations
Respects workers Respects workers
Pays a living
wage Respects workers Respects workers
Does not
discriminate in
pay
Follows laws and
regulations Respects workers
Has leaders with
integrity
Provides a safe
workplace
Priorities, By Age and Politics
Importance of US Job Creation Increased With Age and Among Conservatives;
Importance of Living Wage Decreased Among Conservatives
18-24 25-34 35-44 45-54 55-64 65+
#1
Doesn’t
discriminate in
hiring, firing
and promotion
practices
Pays a fair wage
for the industry
& job level
Pays a fair
wage for the
industry & job
level
Pays a fair
wage for the
industry & job
level
Pays a fair
wage for the
industry & job
level
Pays a fair
wage for the
industry & job
level
#2
Pays a fair
wage for the
industry & job
level
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Doesn’t
discriminate in
hiring, firing
and promotion
practices
Creates jobs in
US
Creates jobs in
US
Creates jobs in
US
#3
Follows laws
and
regulations
Follows laws
and regulations
Creates jobs in
US
Doesn’t
discriminate in
hiring, firing
and promotion
practices
Doesn’t
discriminate in
hiring, firing
and promotion
practices
Doesn’t
discriminate in
hiring, firing
and promotion
practices
#4 Provides a safe
workplace
Provides a safe
workplace
Pays a living
wage
Provides a safe
workplace
Provides a safe
workplace
Provides a safe
workplace
#5 Pays a living
wage
Pays a living
wage
Follows laws
and regulations
Respects
workers
Respects
workers
Follows laws
and regulations
#6 Respects
workers
Respects
workers
Provides a safe
workplace
Follows laws
and regulations
Follows laws
and regulations
Respects
workers
#7 Creates jobs in
US
Creates jobs in
US
Respects
workers
Pays a living
wage
Pays a living
wage
Pays a living
wage

< $25,000 $25,000-$34,999 $35,000-$49,999 $50,000-$74,999 $75,000-$99,999 $100,000-$149,999 $150,000-$199,999 $200,000+
#1
Pays a fair wage
for the industry
& job level
Pays a fair wage
for the industry &
job level
Pays a fair wage
for the industry &
job level
Pays a fair wage for
the industry & job
level
Pays a fair wage
for the industry &
job level
Pays a fair wage
for the industry &
job level
Pays a fair wage
for the industry
& job level
Pays a fair wage
for the industry &
job level
#2
Creates jobs in
US Creates jobs in US
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Follows laws and
regulations
Follows laws and
regulations
#3
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Doesn’t
discriminate in
hiring, firing and
promotion
practices Creates jobs in USCreates jobs in US
Creates jobs in
US
Follows laws and
regulations
Creates jobs in
US
Doesn’t
discriminate in
hiring, firing and
promotion
practices
#4
Provides a safe
workplace Respects workers Pays a living wage Pays a living wage
Follows laws and
regulations Creates jobs in US
Doesn’t
discriminate in
hiring, firing and
promotion
practices
Provides a safe
workplace
#5
Pays a living
wage
Provides a safe
workplace
Follows laws and
regulations
Provides a safe
workplace
Pays a living
wage
Provides a safe
workplace
Has leaders with
integrity Creates jobs in US
#6
Respects
workers Pays a living wage
Provides a safe
workplace Respects workers
Provides a safe
workplace Respects workers
Provides a safe
workplace
Has leaders with
integrity
#7
Follows laws and
regulations
Follows laws and
Follows laws and
Has leaders with
integrity
Respects
workers Respects workers
Priorities, By Income
Importance of Following Laws & Regulations Increased with Income;
Importance of Living Wage Declined

Composition of JUST Capital’s July 2016
survey of 3,940 US adults
17%
7% 7%
12%
6%
19%
13%
5%
14%
Education
Region
High school or less 37%
8%
22%
15%
Associate degree
Bachelor’s degree
Graduate degree
18%Some college
Income
Less than
$24,999
22%
$25,000-
$34,999
11%
$35,000-
$49,999
14%
$50,000-
$74,999
18%
$75,000-
$99,999
13%
$100,000-
$149,999
13%
$150,000-
$199,999
5%
More than
$200,000
3%
Ideology
32%
24%
36%
9%
Conservative
Liberal
Apolitical
Moderate
51%
49%
Gender
Investors
43%55% 2%
General
Investor
High Net
Worth
Investor
Non-
Investor
EmployeeDecision-Maker
Business Decision-
Makers
39%
60%
Age /
Generation
18-24
13%
25-34
18%
35-44
16%
45-54
17%
55-64
17%
65+
19%
Millennial
33%
Baby Boomer
31%
Generation X
26%
Golden Ager
10%

In partnership with NORC at the University of Chicago, JUST Capital designed a market research survey to
determine the importance of 36 behaviors related to corporate JUSTness. The survey was conducted online
and on the telephone using NORC’s AmeriSpeak Panel – a probability-based panel of pre-recruited
respondents – to collect data that can be generalized to the U.S. population. The AmeriSpeak panel is uniquely
designed to achieve a level of rigor suitable for academic and policy research. The goal of this study is to
determine the U.S. public’s perceptions on the relative importance of 36 Components of JUSTness. Average
completion time was 18 minutes. A total of 5,135 responses were received and the analysis is based on a clean
data set of 3,940 responses, resulting in a 2.00% margin of error.
Section 1: America’s Views on Business
Each respondent was shown 11 multiple choice questions to determine current attitudes toward Corporate
America.
Section 2: Annual JUST Survey
To allow us to estimate relative importance of 36 items, we used a maximum difference scaling (MaxDiff)
methodology. MaxDiff is a technique frequently used in a number of fields and in top-tier academic journals. In
a MaxDiff, respondents are asked presented comparisons between a small set of items and asked to select their
most and least preferred. This approach provides a rigorous understanding of respondents’ preferences, while
reducing bias associated with respondent burden. Each respondent was shown 14 sets of 4 components within
the MaxDiff.
Methodology

THANK YOU
JUSTCapital.com
facebook.com/JUSTCapitalFoundation
twitter.com/JUSTCapital
_

2016 Survey on Corporate America

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