An article extracted from StarBiz on the 15th December 2007 about The Body Shop discusses social and ethical issues such as natural environment, social responsibility and moral appeals.
Natural environment includes “natural resources which are needed as inputs by marketers or which are affected by marketing activities” (Kotler, Brown, Adam, Burton & Armstrong 2007, p.182). In the article, The Body Shop is aware of global warming and has taken the effort to lower the amount of wastage they produce and reduce energy cost. For example, the organization encourages consumers to return their products to the shop after use for recycling (Cosmetics Business 2006), reduces carbon dioxide emission and fixes solar panels in its premises. At the same time, The Body Shop also practices societal marketing concept, one of the marketing management philosophies that focus on finding the balance between satisfying demands, meeting human welfare and achieving organizational goals (Kotler, et al, 2007, p. 21). Aside from taking actions to save the environment, The Body Shop is also creating products that satisfy customers’ needs and abide to its organizational core values.
Social responsibility relates to a company’s obligation to “maximize positive impact and minimizes negative impact on society” (Pride & Ferrell 2000, p.81). By working with Malaysian Nature Society, Malaysian Aids Foundation and Women’s Aid Organization, The Body Shop managed to maximize its corporate social responsibility (CSR) activities on environment, women’s rights and HIV/AIDS and minimize the impact of their wastages on the environment. Most companies adopt the practice of social responsibility with expectations for indirect long-term benefits (Pride & Ferrell 2000, p.81). For instance, The Body Shop’s socially responsible efforts have not only left a positive impact on local communities, but also indirectly attracted goodwill and potential customers and employees. As a result, the organization has...
References: Bearden, WO, Ingram, TN & LaForge, RW 1998, Marketing: Principles & Perspectives, 2nd Edn, Irwin McGraw-Hill, USA
Chan, CT 2007, ‘The Body Shop embeds CSR in corporate culture’, Starbiz, 15 December.
Kotler, P, Brown, L, Adam, S, Burton, S, Armstrong, G 2007, Marketing, 7th Edn, Pearson, Australia.
Pride, WM & Ferrell, OC 2000, Marketing: Concepts and Strategies, Houghton Mifflin Company, USA
The Body Shop – Body and Soul, Cosmetics Business, viewed 4 May 2008
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