Each company needs to look past their own view of themselves  and answer specific questions to see how they might appear to the outside world - take any of the following to start:
1. Is our product safe and do we have full disclosure about environmental impact, country of origin, etc.
2. Do we provide a complete employee workplace -( full time jobs, diversity benefits, salaries etc.) that contribute to society
3. How misleading is our marketing program anyway (what do we leave out)
4. The wage gap between our top ten executives is __times our average wage for front line employees
5. Our staff turnover is _Xs and the exit interviews reveal; __ and __

My point is great words need specific  measures to define them and measure the gap.