What is Corporate Social Responsibility? - InnoTrain CSR

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network community. In no time at all, copies of the video were distributed on a multitude of blogs on the internet, it was virtually impossible to enforce the censorship on the net. The response of the Greenpeace campaign manager was as follows: "In the digital era, consumers can no longer be muzzled. As long as Nestlé fails to understand that dialogue and transparency are necessary, the company group will be feeling the power of the cyber community." And so the number of negative reactions in the public was increasing and a growing number of Twitterers, Facebook members and bloggers were discovering the topic. In addition, the Greenpeace campaign gained worldwide attention when Nestlé promptly ordered the closure of the "KitKat" fan page on Facebook with more than 700'000 members. Critics had used the fan page to distribute information about the campaign. While Nestlé initially held off with the publication of feedback on the company's website, as many as 250'000 people had participated in the Greenpeace campaign especially on Web 2.0 during the first few weeks according to Greenpeace. During this period, the video was watched by 1.5 million internet users. The food corporation Nestlé officially responded to the international protest within two months: In the future Nestlé promised to waive the use of palm tree oil and paper associated with the destruction of rainforests and announced the cancellation of a contract executed with a corresponding supplier company in Indonesia. However, the spark of the campaign had long since jumped to the printed media and Greenpeace had added another video spot concerning the same topic, again parodying a "KitKat" commercial. Another example of possible reactions to protests from NGOs is not playing out on Web 2.0, but is again associated with Greenpeace. In 2007, environmental activists occupied the corporate headquarters of the car maker Porsche. They unrolled a poster labelled "Climate pigs". Porsche countered in a similarly aggressive tone. The company promptly responded with its own poster campaign: "We made it! Greenpeace is demonstrating at Porsche. Now we are someone." With a second poster, Porsche provided facts about the exhaust values of its vehicles and made reference to the "lowest CO2 emission per HP". And finally the company wrote: "Dear friends of Greenpeace: Porsche is better than you think. As a consolation: David too was underestimated...". In conclusion, Porsche reacted with humour to protests and used the attention for its own PR move. Exercise 6.9 (approximately 20 minutes) Discuss the outcome of the Greenpeace campaign "Give rainforests a break" with your group. What is your assessment of the actions and reactions by both Nestlé and Greenpeace? Alternatively, you can critically discuss the following anonymous statements from readers of various blog entries concerning the Greenpeace action: Who in your group agrees with which blog entry and why? The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010 , InnoTrain CSR www.csr-training.eu
Example 1) "Hello, now it is time for me to speak out. I am just now returning from a party where they served KitKat. The host's daughter (10) said she would not eat this because it contains a gorilla. In disbelief I asked what she meant and found out that her older brother had seen a video where KitKat is the finger of a gorilla. And it also contains blood. I did some research and found this video; I have to confess: it is really disgusting. Is this necessary? Do humans/children get confused by this? Never mind who is doing this, it is disturbing! Ugh!" Example 2) "Yes, this is necessary, because the reality is even worse. It should be even worse! It is how it is. And I am imputing the worst to company groups such as Nestlé. Parties involved in making the marketing of drinking water so expensive deserve to be silenced. Dear (XY), obtain proper information and you will be amazed because life is no walk in the park. But your daughter is smart!" Example 3) "Don’t blame the PR team. They certainly did not advice the decision makers to delete the video on Youtube. Nobody is listening to PR consultants ... Others should do their homework first: managers, buyers, marketing, product manager, legal department etc. This would prevent such crises from even happening." Example 4) "I like it. I have been avoiding nestle products as much as possible for years. NB: is not really appropriate here, but funny: kitkat is like communism, it is red and you have to share it." Additional information and resources Greenpeace attackiert Nestlé: Wenn die Empörungswelle durch das Netz schwappt (2010) http://www.handelsblatt.com Greenpeace Campaign “Aks Nestlé to give rainforests a break” http://www.greenpeace.org/international/campaigns/climate-change/kitkat/ GREENSAVERS – Campaigns (in Portuguese) http://www.greensavers.pt/2010/11/26/responsabilidade-social-delta-worten-econtinente-com-campanhas-mais-eficazes/ The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010 , InnoTrain CSR www.csr-training.eu
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What is Corporate Social Responsibi
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Additional information and resource
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Corporate Social Responsibility (CS
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Gerd Mutz: CSR und CC - Gesellschaf
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Danone is producing "Schokti Doi" y
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Moral values � Integrity � Fair
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CSR on the market - example topics
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Opening questions about CSR on the
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Commission is striving to develop a
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In small and medium-sized companies
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and all processes within the compan
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In your role as auctioneer, you can
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Facts & figures about CSR 2.1. CSR
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it be in economic, social or enviro
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International conference „ 4th Co
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state that they would recommend a b
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Facts & figures about CSR 2.7. Insi
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participating entrepreneurs and man
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Facts & figures about CSR 2.8. Insi
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GKI Zrt. Economic Research Surveys
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isolated activities, for example on
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The total number of SME inquired re
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Facts & figures about CSR 2.10. Ins
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CSR interfaces within the company 3
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8. Corporate culture is conscious a
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savings potentials. But these oppor
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From the point of view of CSR, the
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3. Reality (30 minutes) In a new co
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strategy can represent a suitable s
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Tip for employees: diet A conscious
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associated directly with CSR can be
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majority of the international commu
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OECD information about Hungary http
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esponsibilities of the countries sh
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Strategic tools for CSR 4.2. Intern
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Additional information and resource
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and methods of sustainability analy
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Strategic tools for CSR 4.4. Ethica
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Or in the UK: The Co-operative Bank
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An online platform of the German fe
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Austria: The Austrian label for the
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The environmental label Green Touri
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Database Label Online Die Verbrauch
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plantations. The additional charge
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Strategic tools for CSR 4.7. Models
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net worth are particularly useful f
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Strategic tools for CSR 4.8. Mentor
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Experience report from "Jelena" "I
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Strategic tools for CSR 4.9. "Carbo
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The Carbon Label (UK) http://www.ca
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foundation equity, but exclusively
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Best practice examples of CSR 7.11.
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vocational training. Moreover, WBM
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Exercise 7.12. (approximately 60 mi
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ecological environment, the topic r
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The fundamental stock-taking and as
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Simple steps to build your CSR stra
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plenum. In the discussion, consider
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questions. In doing so, the answers
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participants at the table are suppo
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B) Which additional values can be p
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http://ec.europa.eu/enterprise/poli
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The "Responsible partner" network i
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Subsidy award "Sustainable medium-s
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system. As a result of the company'
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What should CSR consultation pay sp
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