{"id":79,"date":"2013-09-23T02:07:25","date_gmt":"2013-09-23T09:07:25","guid":{"rendered":"https:\/\/blogs.ubc.ca\/julieliang\/?p=79"},"modified":"2013-09-23T02:12:33","modified_gmt":"2013-09-23T09:12:33","slug":"same-topic-new-perspective","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/julieliang\/2013\/09\/23\/same-topic-new-perspective\/","title":{"rendered":"Same topic, new perspective"},"content":{"rendered":"

This blog post will mark my transition from a first-year COMM 101 student to a second-year student studying marketing in COMM 296. Last year at this time, I posted about ethics in business, namely the ethics involved in the NHL lockout. This year, I will post about ethics in business from a different view.<\/p>\n

In today\u2019s demand-driven society, marketing is all about trying to create loyalty and build sentimental relationships with customers. Appealing to the customers\u2019 morals and ethics is certainly one way of doing so.<\/p>\n

To me, corporate social responsibility always appeared as a form of marketing. I, for one, would be more inclined to purchase a product that contributes to society in some way, whether that is through donating to a charity or through using recyclable materials. The business can build its image as a socially responsible company and make its brand well-recognized. However, are some businesses unethically using philanthropy as a marketing scheme to attract and retain customers?<\/p>\n

\"\"<\/a><\/p>\n

The answer is unfortunately yes. This kind of marketing can be seen through \u201cgreen\u201d products that actually have no benefit for the environment. On the \u201cThe Toilet Paper Chase\u201d episode<\/a> of CBC\u2019s Marketplace, the show reveals that a certain brand of toilet paper, which has the \u201cSustainable Forestry Initiative\u201d logo prominent on its packaging, is actually clear-cutting parts of the forests in New Brunswick. I found in the comments below that some types of forest certification have lower standards than government regulations and that the logos are just for marketing. When social responsibility becomes a selling point that walks the line in terms of truth, the business is unethically taking advantage of what consumers\u2019 believe to be ethical.<\/p>\n

In my opinion, when companies are socially responsible, the marketing should be just a good side effect. In fact, I find that since big corporations have more financial power than the average individual will ever have, social responsibility should become an ethical standard, not just a way of appealing to consumer ethics.<\/p>\n","protected":false},"excerpt":{"rendered":"

This blog post will mark my transition from a first-year COMM 101 student to a second-year student studying marketing in COMM 296. Last year at this time, I posted about ethics in business, namely the ethics involved in the NHL lockout. This year, I will post about ethics in business from a different view. In […]<\/p>\n","protected":false},"author":14063,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40663],"tags":[],"class_list":["post-79","post","type-post","status-publish","format-standard","hentry","category-comm-296"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/posts\/79","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/users\/14063"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/comments?post=79"}],"version-history":[{"count":15,"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/posts\/79\/revisions"}],"predecessor-version":[{"id":94,"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/posts\/79\/revisions\/94"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/media?parent=79"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/categories?post=79"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/julieliang\/wp-json\/wp\/v2\/tags?post=79"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}