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The world’s most hated company: can NGOs help turn Shell’s reputation around?

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While Shell’s plummeting profits are partially due to the falling price of oil, the years of negative publicity surrounding the company have likely also had an effect…

Alison MoodieSaturday 6 February 2016 14.00 GMT

In mid-2015, Shell realized its project in the Chukchi Sea, off the coast of Alaska, was in trouble. After nearly a decade of expensive drilling, it still hadn’t yielded results and increasingly strict regulations were making it harder to operate. Plus, there was the small issue of public opinion, which, inspired by an aggressive campaign by Greenpeace, was turning against the company. 

The Greenpeace campaign illustrates a larger trend: in recent years, NGO criticism – and praise – has had a measurable effect on corporate reputations and profits.

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