A majority of Americans consider issues relating to corporate citizenship when making investment and purchasing decisions (CSRwire, 2001). In fact, the American general public takes the lead in actually reviewing this information and reading reports. However, only approximately 30% of Americanbased CEOs believe that communication about CSR initiatives impact the firm’s reputation a ‘‘significant amount,’’ while a striking 94% of Europeanbased CEOs believe in that impact
(Hill & Knowlton,2003).