Based on its research, Ipsos has developed a Corporate Responsibility Roadmap with eight model behaviors that can help companies stand out and appeal to Ethical Advocates. These behaviors are:

1. The company provides quality products and services at a reasonable price, i.e., it doesn’t come across as making excessive profits at the expense of the consumer;
   
2. The company provides universal access to its products and services, i.e., it doesn’t discriminate against sections of society because of their wealth, age or geography. This is especially pertinent for financial service, telecommunications and pharmaceutical providers;
   
3. The company treats its employees well (both at home and abroad);
   
4. The company’s activities are not detrimental to the environment;
   
5. The company communicates clearly about its business, products and services so the consumer is able to make an informed choice. Companies with an overarching corporate brand, especially those in consumer goods, are expected to create awareness of their product portfolio;
   
6. The company is smart and respectful in its sales, marketing and advertising, i.e., it doesn't adopt aggressive sales techniques, excessive mailings or irresponsible advertising that targets children;
   
7. The company supports the local economy by sourcing US products and labor (especially so for the retail and automotive sectors);
   
8. The company is committed to innovation (particularly if it is in technology or pharmaceuticals).

Annabel Evans a Vice President with Ipsos Public Affairs and author of a study exploring the corporate reputation of 30 major U.S. businesses from a variety of sectors published the results in a special issue of the magazine, Ipsos Ideas . “Companies that are perceived to be socially and environmentally responsible, and good communicators, are highly regarded,” says Evans. “The opposite is true for companies that don’t perform well in these areas.”"

Ethical Advocates regularly choose products that have some social or environmental benefit, such as those made with recycled content or produced via a fair trade arrangement. They also take personal steps to be more environmental and socially responsible. Most Ethical Advocates, for example, recycle, donate money to charity and make efforts to be energy-efficient.

Among the behaviors Ethical Advocates consider when judging companies are: quality products and services at a reasonable price, fair treatment of employees at home and abroad, support of the local economy, respect for the environment and the ability of consumers to make an informed choice.