We may be up to our oxters in a recession but there’s some green shoots of responsible recovery in evidence.
I’ve blogged and tweeted various brands’ individual activities in this regard, but am today heartened to see industry-wide moves. Especially as they’re all the more important being announced on Consumer Rights Day:
Today March 15th in the UK, more than 150 brands have signed up to the government’s “Responsibility Deal” http://www.dh.gov.uk/en/Publichealth/Publichealthresponsibilitydeal/index.htm This is about food and drink brands embracing the increasing view that companies need to act responsibly, whether they’re legally obliged to do so or not. This is about taking collective responsibility and an individual moral position, on improving consumer health.
Although announced today, some of the product promises have, in reality, been a while in the making. Brands have long recognised the consumer movement away from less healthy options, so arguably this is a move motivated as much by market and profit as morals. But to be fair, the actions regarding displaying calories on menus and labeling changes, indicate a clear leaning towards greater transparency. And something I’ve long called for – better consumer education and information.
Also the brands’ commitment to increase physical activity in the workplace and improve workplace health is inspiring. This is about implementing ethics throughout the value chain and taking responsibility for employees’ health as well as consumers.
With regard to the drinks industry, it’s now promising to ensure advertising is not within a certain radius of schools http://www.marketingweek.co.uk/sectors/food-and-drink/alcohol-industry-to-ban-school-ads/3024393 Again this shows a shift in the industry’s mindset, building on what it has already created - a recognisable and cognisant responsibility towards young vulnerable consumers.
In isolation each activity by each brand might seem quite discrete. But when collated, these show a distinct directional shift… I guess you could say the industry is taking a leaf out of its own advertising campaign and living the Change4Life message.
Showing posts with label corporate citizenship. Show all posts
Showing posts with label corporate citizenship. Show all posts
Tuesday, March 15, 2011
Thursday, September 2, 2010
Schools - the final marketing frontier
It’s back to school and traffic is the least of parents’ worries. Even where there are no school fees there’s still all manner of paraphernalia to cost, including the ongoing outlay of requests from the school for support, fundraising events, etc.
And whilst the government claims intellectual capacity can overthrow recessionary adversity, it ironically hampers the source of that intellect – our education system – through ongoing cutbacks. The result is that school principals focus on frugal efficiency, and parents are increasingly asked to supplement depleting resources.
But couldn’t the private sector help? And indeed doesn’t the private sector have a duty to look after its future customers and employees, enact its corporate citizenship, and plug this financial gap?
I am not suggesting a ‘free for all’ invite to companies to take marketing advantage of the situation. Because in the absence of formal guidelines, what’s to stop a company offering schools much needed resources in return for blatant PR, branding, and the ubiquitous proofs of purchase.
But just as an organisation’s corporate compassion should influence its values and activities, so too its ethical position should drive how such activities are implemented. By this I mean due consideration should be given to all parties concerned, identifying and protecting each group’s vulnerability. Activities should be based on mutual respect and trust. And most importantly, the motivation and metrics of the activities should be objectively reviewed and clearly defined… and put in writing.
There may be no formal guidelines to commercial activities in schools. But there are plenty of ideas out there (from which my own freely available guidelines are drawn – http://www.sheenahorgan.com/).
So companies cannot be excused for acting as if its open marketing season in schools. But nor too should they be closed to the many mutual benefits of considering a school programme.
And whilst the government claims intellectual capacity can overthrow recessionary adversity, it ironically hampers the source of that intellect – our education system – through ongoing cutbacks. The result is that school principals focus on frugal efficiency, and parents are increasingly asked to supplement depleting resources.
But couldn’t the private sector help? And indeed doesn’t the private sector have a duty to look after its future customers and employees, enact its corporate citizenship, and plug this financial gap?
I am not suggesting a ‘free for all’ invite to companies to take marketing advantage of the situation. Because in the absence of formal guidelines, what’s to stop a company offering schools much needed resources in return for blatant PR, branding, and the ubiquitous proofs of purchase.
But just as an organisation’s corporate compassion should influence its values and activities, so too its ethical position should drive how such activities are implemented. By this I mean due consideration should be given to all parties concerned, identifying and protecting each group’s vulnerability. Activities should be based on mutual respect and trust. And most importantly, the motivation and metrics of the activities should be objectively reviewed and clearly defined… and put in writing.
There may be no formal guidelines to commercial activities in schools. But there are plenty of ideas out there (from which my own freely available guidelines are drawn – http://www.sheenahorgan.com/).
So companies cannot be excused for acting as if its open marketing season in schools. But nor too should they be closed to the many mutual benefits of considering a school programme.
Subscribe to:
Posts (Atom)