Google: Consumer behavior

How could the firm improve attitudes towards the brand?

As we saw Google is facing criticisms on three sides: commercial aspect, privacy issues and environmental problems. However in the field of search engines Google is still considered as the most trustful brand. 

So in order to improve attitudes towards the brand Google can play on those three aspects. The main aspect concerned seems to be the one of the privacy. 

Google could changed it by giving the possibility to its users to choose if they accept or not to give their personal information. 

In this case Google would restrict his data collection letting people feeling freer. However the firm in this case may have more to lose by providing such freedom to its users. This is the same situation for advertisement, the personalization of each advertisement is enforcing the big brother aspect, Google should pay attention to it maybe by providing random advertisement.

Regarding environmental issues Google recently invested for 30 millions in green projects in creating start-up firms researching on solar-thermal and high-altitude wind power. 
source: http://planetsave.com/blog/2008/02/07/google-to-outspend-us-government-on-environment/