In March, Forbes magazine canvassed a study ranking the 100 Best Corporate Citizens
. The article was based on another magazine's work. Corporate Responsibility Officer magazine rated publicly traded companies on categories such as employee relations, human rights, and philanthropy, as well as the environment and climate change, which were both heavily weighted.
Bristol-Myers Squibb, formerly in the magazine’s “penalty box” redeemed itself climbing to the top of the list. After a negotiations scandal in 2006, the company remodeled itself in several ways, such as eclipsing its goal to reduce greenhouse gas emissions by 10 percent by 2010. The company also constructed a U.S. Green Building Council-certified biologics facility.
Sandra Leung, Bristol-Myers General Counsel told Forbes, "We have gone through some difficult times, but we have learned from the errors of the past. We have emerged a stronger company, not only financially but culturally."
Other companies have polished their image by annexing smaller, greener brands. In April 2008, household products giant SC Johnson bought Caldrea, a manufacturer of nontoxic household cleaner, for an undisclosed sum.
The 50-person company, based in Minneapolis, distributes two high-end brands, Caldrea and Mrs. Meyer’s, that appeal to environmentally conscious consumers. The products are also well known for their unusual natural scents, such as “Watercress Wild Lily.”
The Minneapolis-St. Paul Star Tribune wrote that SC Johnson was interested in acquiring Caldrea because it "wanted to move beyond mass-market brands such as Windex and Pledge and to target higher-end customers
SC Johnson spokesperson Kelly Semrau said that Caldrea is "on trend with a consumer we don't normally reach."
The acquisition is another example of how large companies are trying to cultivate eco-friendly images by selling “green” products.