Dotherightthing.Com Launches Platform for Users to Evaluate Social, Environmental Performance of Wal-Mart, Starbucks, Others

Huntington Beach, CA, January 24, 2007 --(PR.com)-- Dotherightthing Inc. has publicly launched its website, dotherightthing.com, a new source for unfiltered information about companies that combines the fast-growing power of user-driven communities and the widespread public interest in the impacts of companies on people and the environment.

The site will rank companies based on their non-financial performance, as measured by the user community. The first companies to undergo an evaluation, performed by the dotherightthing community, will be Wal-Mart Stores, Inc., Starbucks Corporation, and Whole Foods Market, Inc. Over the next 60 days, the whole world will have its first-ever chance to evaluate the social and environmental impacts of these companies.

As companies search for ways to earn the loyalty of consumers, employees, and investors by incorporating principles of smarter, more responsible business into their strategies, and to develop loyal relationships, instead of interrupting their lives with traditional advertising, dotherightthing has created an effective way to recognize companies for advances in social and environmental impacts and to communicate directly with consumers regarding matters that are personal to them. Yesterday, CEOs were larger than life people who were seen on television. Today, with dotherightthing, executives and their staff will have the ability to effectively communicate with consumers about the issues that affect the local communities they serve and from which they operate.

Dotherightthing.com has created an innovative model to measure their social and environmental impacts. In this model, the community determines the criteria by which companies are evaluated, the weighting of those criteria, and the measurement of social and environmental impacts.

Companies are evaluated by the dotherightthing community in three stages. First, a company is submitted for evaluation by an interested user and its first "stories," describing its activities with social and/or environmental impacts, are posted. Second, once the community has shown significant interest in the company's activities, it is selected for evaluation, during which the community has a limited time to evaluate its social performance. Third, at the end of the evaluation period, the company's "social performance" score is revealed to the world and tracked in real time, as additional information is contributed about the company.

Dotherightthing Inc. was co-founded in 2006 by Ryan Mickle and Rod Ebrahimi to recognize companies for "doing the right thing."

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