In a session at the 2014 Global Ethics Summit, companies like Hasbro and Marriott that were identified as “most ethical” by Ethisphere spoke about the relationship between brand, reputation and trust.

Kathrin Belliveau, VP, Global Government Affairs, Corporate Social Responsibility and Compliance, Hasbro, identified environmental and supply chain issues as being top of mind, as the company keeps its key customer – children – in mind as it makes ethical and socially responsible choices.

Edward A. Ryan, EVP and GC, Marriott said that the customer opinion of hotels goes far beyond having a clean room and a nice staff. To grab the consumer, he says, you have to appeal to the consumer with your brand.