Social Responsibility in Advertising
Corporate Social Responsibility (CSR) emphasizes that firms should think about ALL "stakeholders" rather than just the "shareholders" in ALL of its operations (Value Chain) ("Stakeholders as Shareholders", 1996). It seems only logical that business leaders should engage in responsible decision making and behavior in their personal and professional roles. Yet, critics of CSR contend that the job of the business is to focus only on making money; "... the notion that the corporation should apply its assets for social purposes, rather than for the profit of its owners, the shareholders, is irresponsible" (Atkins, 2006). However, these critics fail to realize that CSR is an investment that will actually help a company's bottom line because consumers increasingly value supporting businesses that are socially responsible ("Good Business Deeds", 2004). Three companies that have recognized this sentiment include Ben & Jerry's, McDonald's and Avon as shown by their web sites and media communications. Ben & Jerry's (http://www.benjerry.com/)Ben & Jerry's web site goes beyond most company's efforts at corporate social responsibility in that is supports a very liberal political agenda and more closely links the identify of the company
The company provides information about food, nutrition and fitness as well as its sponsorships of athletic events such as the All American High School Boys and Girls Basketball Games, AVP Volleyball, Nascar and the FIFA World Cup. McDonald's even features an entire section on social responsibility, detailing its commitments to all stakeholders including customers, the community, and employees as well as making efforts to protect the environment and to engage in responsible purchasing with its suppliers. to its views, referring to itself as "the socially-minded ice cream maker". One recent press release describe how Ben & Jerry's shop owners have painted, planted, cleaned, and fixed up a children's school in Puerto Morelos, Mexico. Yet another press release promotes the increase use of fair trade certified products. Not being shy about political alliances, the company mentions that it has joined forces with the Consumer Federation of America, the National Farmers Union and others. The company makes extensive use of media communications to publicize its efforts for social responsibility. Yet, McDonald's efforts appear to be a response to prevent damage as opposed to a proactive effort for change and aren't as interwoven with the company's identify as social responsibility appears to be for Ben & Jerry's and for Avon. These campaigns do appear to help elevate the image of McDonald's that has been greatly tarnished by the book and movie Fast Food Nation which details the poor quality of the company's food and its low wages and poor working conditions. com/)Avon brands itself as "the company for women". Avon describes how it has partnered with the United Nations Development Fund for Women to promote women's empowerment and end violence against women and how it supports International Women's Day which remembers the efforts to end poor conditions for women working in sweat shops. The company has established the Avon Foundation which focuses on women's issues such as breast cancer, domestic violence, and emergency relief. Responsible advertising on Avon's web site is narrowly focused on this demographic. Unlike other large companies, Ben & Jerry's media communications demonstrates a very hands-on, grass roots approach to social responsibility.
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