Our concept of which companies behave “ethically” is skewed. People generally seem to associate Microsoft with “the man”, hence they are evil. Apple is more carefree — not necessarily ethical, but certainly not anti-ethical. Google is good.
Reality, of course, is not so cut-and-dried. Of the three companies mentioned above, only Microsoft finds itself on the 2011 list of most ethical companies.
Here at the Big Bad Blog, we are not so surprised. Microsoft was founded (and, for years, run) by Bill Gates, who now spends his time trying to give away his ridiculously large fortune to charitable causes.
Remember kids, branding isn’t behaviour, and actions mean more than words.