Social ResponsibilityIntroduction to Business & Marketing

March 9, 2012

Define corporate social responsibility.

Identify groups to which socially responsible companies show concern.

Understand examples of socially responsible companies.

Today’s Objectives

WHAT IS SOCIAL RESPONSIBILITY?

a.k.a. corporate social responsibility (CSR)

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

Social Responsibility

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

In the WorkplaceFOR EMPLOYEES

Click here to visit the AOL Jobs article about this year’s best employers. Complete the chart in your

notes.

Click icon to add picture

FORTUNE’SBest Companies to Work For 2011

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

In the MarketplaceFOR CONSUMERS

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

Providing Information

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.

Employing Self-Censorship

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.

Responding to Consumer Concerns

Socially responsible local businesses support

community efforts. Many large companies have initiatives supporting community causes.

In the Community

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

Local Businesses

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

Large Companies

Socially responsible

companies are concerned about our environment.

Cleaner FuelGreen Marketing

In the Environment

Companies make an effort to produce and promote environmentally safe products.

Green Marketing

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