Social Responsibility

1. Social Responsibility Introduction to Business & Marketing March 9, 2012

2. Today’s Objectives • Define corporate social responsibility. • Identify groups to which socially responsible companies show concern. • Understand examples of socially responsible companies.

3. What is Social Responsibility? a.k.a. corporate social responsibility (CSR)

4. Social Responsibility • Duty to do what is best for the good of society • Operating a business in a manner that shows concern and sensitivity for others • Particularly for employees, customers, the community, and the environment

5. In the Workplace • For Employees Many businesses recognize their employees’ needs outside the workplace and try to accommodate them. This creates a user-friendly workplace. • Flextime • Telecommuting • Extended Family Leave • On-Site Child Care • Health Care Benefits • Time Off With Pay

6. FORTUNE’SBest Companies to Work For 2011 Click here to visit the AOL Jobs article about this year’s best employers. Complete the chart in your notes.

7. In the Marketplace • For Consumers Consumers are the focal point of a company that follows the marketing concept. Businesses are concerned about consumers’ perceptions of a company, as well as issues that impact consumers. • Provide Information • Employ Self-Censorship • Respond to Consumer Concerns

8. Providing Information Socially responsible companies cooperate with the government and consumer groups to provide important information to consumers. • National Consumers League • Food and Drug Administration (FDA) • Ad Council – public service advertising

9. Employing Self-Censorship • In the broadcast industry, standards are established by the Federal Communications Commission (FCC). • In addition, many broadcast networks (CBS, ABC, NBC, Fox) and cable channels (CNN, MTV) establish their own no-advocacy policies. • Each station reviews commercials that might be considered controversial. • May reject commercials that are not socially acceptable, inaccurate, or that pose a legal liability.

10. Responding to Consumer Concerns • Socially responsible companies look for ways to respond to consumers’ concerns. • In the United States, obesity has been identified as a major consumer problem. Many companies are trying to “do their part” to solve it.

11. In the Community Socially responsible local businesses support community efforts. Many large companies have initiatives supporting community causes.

12. Local Businesses • Sponsor local sports teams or student organizations • Little League teams • “Got Pink?” at Broad Run • Host fundraiser events or charity drives • Car wash or bake sale for school project • Accept donations for a coat drive • Donate to local service projects • Adopt-a-highway • Food banks

13. Large Companies • Ben & Jerry’s • Donate 7.5% of pretax earnings to the disadvantaged and needy • Contributes to groups that strive for social change and environmental protection • Target • Contribute to local schools • Offer scholarship opportunities • McDonald’s • Ronald McDonald House Charities • Timberland • Provides employees with paid time off to volunteer

14. In the Environment • Cleaner Fuel • Green Marketing Socially responsible companies are concerned about our environment.

15. Green Marketing • Companies make an effort to produce and promote environmentally safe products.

16. WebQuest! Use the Internet to learn about the socially responsible companies listed on your worksheet. • Some websites to visit: • Starbucks • Ben & Jerry’s • Target • McDonald’s • CSR at Ben & Jerry’s • CSR at McDonald’s