Increasingly in recent years, businesses are expanding the scope of their missions to include corporate social responsibility, positively influencing all facets including the environment, society and consumers. These have been implemented to great success for companies such as Bell’s phone collection policy and Home Depot’s eco-friendly renovation suggestions, with corresponding increases in both public standing and brand awareness for these organizations.
Our dilemma arises when the profitability of companies is directly threatened by what would be the ethical thing to do.
For corporations which deal in products such as soft drinks or fast food, the industry’s meteoritic growth has concurrently led to the continuing rise of obesity rates in both Canada and the United States, These statistics, estimated to reach 44% in by 2030, illustrate the vast influence marketing can have on consumer trends and behaviours. Particularly worrying that 26% of children are already overweight or obese, illustrating that age is no object to the subtle indoctrination.
So how are companies reconciling these two conflicting issues? The “Coming Together” Coca Cola ad, seen in this recent Time magazine article illustrates one approach, to emphasize the companies growing transition to more healthy drinks, promotion of socially responsible habits, and warning of the dangers of its own products. However, there still remain complaints in the dangers of the chemical products used to replicate the taste while keeping calories low. Consumers are divided between those wary of false promises, and those accepting of the Coca Cola’s new stance.
Another alternative we’ve seen is government intervention, such as Quebec’s 1980s ban on child-directed advertising. This has demonstrated marked effectiveness with a 13% decrease in fast-food consumption, yet the question still stands. As new markets and industries develop, it becomes increasing difficult to regulate and reconcile sustainable practices with our growing appetite.
http://www.reuters.com/article/2012/09/18/us-obesity-us-idUSBRE88H0RA20120918
http://swampland.time.com/2013/01/15/coca-cola-launches-anti-obesity-ad/