Wal-Mart ranks second most
socially responsible

The current college class (students 18-30 years of age) is flexing muscles, not only in terms of size and purchasing power, but also striving for change in political direction and corporate social responsibility.

This is according to the findings of Alloy Media + Marketing's 2007 Alloy College Explorer survey, powered by Harris Interactive, reports MarketingCharts.

94 percent of respondents said they plan to head to the polls in 2008 to vote for a specific candidate for president, and a plurality said they would vote for Barack Obama. Moreover, they continue to push for a socially responsible Corporate America.

The "Alloy U" awards* for brands perceived by college students as the most socially responsible were also announced, with the unlikely duo of Ben & Jerry's and Wal-Mart at the top of the list, followed by Coca-Cola. (A wag might say the survey actually gauged college students' sense of humor.)

The top 10, according to Alloy U:

1. Ben & Jerry's
2. Wal-Mart
3. Coca-Cola
4. Newman's Own
5. Target
6. Yoplait
7. Whole Foods Market
8. Burt's Bees
9. Starbucks
10. Kashi

The study asked students what indicators are most important to them in determining a company's social responsibility. Significantly, 74 percent list a company's fair labor practice as most important, followed by eco-friendly or green practices at 66 percent. Philanthropy holds importance as well - companies that donate to a charity or cause rank high, with 63 percent citing the attribute.

Social consciousness among students has slightly increased from last year, with 37 percent (net) of respondents stating they prefer brands that are socially conscientious - a 4 percent increase over last year's figures, Alloy said.

MarketingCharts provides additional findings from the study.

* Respondents were asked to choose up to three companies from a provided list, or to specify a company outside the list, that they feel give back to the community, support a specific cause, are environmentally friendly or are socially responsible.