Post by account_disabled on Mar 11, 2024 3:17:21 GMT
What is social responsibility? There are many definitions. There are holistic and profound ones like the ISO 26000 guide and there are direct and forceful ones like the European Commission's Green Book... but let's not get into technical and philosophical issues and let's keep it simple.
Defining social responsibility
Social responsibility is recognizing the impacts we generate as companies and doing something to reduce all those that are counterproductive for society and the environment; at the same time, seek sustainable development in business operations.
With this basis, it is possible to understand that France Mobile Number List actions in pursuit of more ethical corporate governance, a more durable environment, an optimal work environment and a commitment to the communities where we operate, are good practices of social responsibility.
These practices can also extend to marketing, with a better supply chain, fair trade practices, an appropriate cost-benefit ratio in the products we provide and yes, also in the way we promote.
Cause marketing programs are viable in this sense; activations to also raise awareness, as well as initiatives for recovery and recycling of packaging and products already used and discarded.
Each of these actions are clear in terms of corporate responsibility... but what happens when we want to see responsibility where there is none? Or worse yet, what happens when we want to make it part of our marketing and present it to the consumer as something it is not?
The Happy Meal, responsible?
This is the case of the most recent edition of the McDonald's Happy Meal that was released to the media with the following copy:
McDonald's encourages learning and fun with new My Little Pony and Transformers characters.
Social washing
One would have thought that the Little Box included educational books using the characters as presenters or perhaps they were promoting some fun app for learning.
The answer is that it was neither of the two hypotheses.
What comes in the Happy Meal is simply a toy… as always.
However, according to the brand's statement: "...this edition of toys invites children to learn about the skills of their favorite heroes and learn the importance of teamwork, accepting and taking advantage of the qualities of each member."
Er... this means... that a Happy Meal from The Avengers, Batman & Robin or The Powerpuff Girls would have served the same purpose for this 'responsible' purpose?
McDonald's was not alone in this activation; It is licensed by Hasbro, and according to the restaurant chain: "...the Happy Meal thus offers toys that reflect the strength that teams have when their members give their best and complement each other."
According to the brand's statement:
...under the premise of educating in an entertaining way, here, families will play a fundamental role: they will become their children's team for action. In this way, the Happy Meal creates a space so that children and their parents can learn to complement each other by working together as a family to help enhance the best in each one.
Does he really do all that to include Transformers and ponies?
Isn't it something exaggerated and wanting to look for aspects of social responsibility where they don't exist?
The reality is that marketing has always used licenses of all kinds to encourage its sales, and consumers have accepted it, although on this occasion they went too far trying to create attributes where there never existed.
And what is social responsibility? It's everything we described at the beginning, and today we can add to it... it's also not trying to sell it when it doesn't exist, because then it's just social washing.
Defining social responsibility
Social responsibility is recognizing the impacts we generate as companies and doing something to reduce all those that are counterproductive for society and the environment; at the same time, seek sustainable development in business operations.
With this basis, it is possible to understand that France Mobile Number List actions in pursuit of more ethical corporate governance, a more durable environment, an optimal work environment and a commitment to the communities where we operate, are good practices of social responsibility.
These practices can also extend to marketing, with a better supply chain, fair trade practices, an appropriate cost-benefit ratio in the products we provide and yes, also in the way we promote.
Cause marketing programs are viable in this sense; activations to also raise awareness, as well as initiatives for recovery and recycling of packaging and products already used and discarded.
Each of these actions are clear in terms of corporate responsibility... but what happens when we want to see responsibility where there is none? Or worse yet, what happens when we want to make it part of our marketing and present it to the consumer as something it is not?
The Happy Meal, responsible?
This is the case of the most recent edition of the McDonald's Happy Meal that was released to the media with the following copy:
McDonald's encourages learning and fun with new My Little Pony and Transformers characters.
Social washing
One would have thought that the Little Box included educational books using the characters as presenters or perhaps they were promoting some fun app for learning.
The answer is that it was neither of the two hypotheses.
What comes in the Happy Meal is simply a toy… as always.
However, according to the brand's statement: "...this edition of toys invites children to learn about the skills of their favorite heroes and learn the importance of teamwork, accepting and taking advantage of the qualities of each member."
Er... this means... that a Happy Meal from The Avengers, Batman & Robin or The Powerpuff Girls would have served the same purpose for this 'responsible' purpose?
McDonald's was not alone in this activation; It is licensed by Hasbro, and according to the restaurant chain: "...the Happy Meal thus offers toys that reflect the strength that teams have when their members give their best and complement each other."
According to the brand's statement:
...under the premise of educating in an entertaining way, here, families will play a fundamental role: they will become their children's team for action. In this way, the Happy Meal creates a space so that children and their parents can learn to complement each other by working together as a family to help enhance the best in each one.
Does he really do all that to include Transformers and ponies?
Isn't it something exaggerated and wanting to look for aspects of social responsibility where they don't exist?
The reality is that marketing has always used licenses of all kinds to encourage its sales, and consumers have accepted it, although on this occasion they went too far trying to create attributes where there never existed.
And what is social responsibility? It's everything we described at the beginning, and today we can add to it... it's also not trying to sell it when it doesn't exist, because then it's just social washing.