Socially Responsible and Marketing Ethic

Nowadays many successful companies are making corporate social responsibility a key to business. Telus was selected to one of the Top 50 Socially Responsible Corporation in Canada that Maclean’s published in 2011. In response to the 2011 Alberta fires, the company provided free wireless calling, a stoppage on billing, long-distance calling cards, replacement cellphones and over 1,600 comfort kits for relief workers and residents of Slave Lake (Jantzi-Sustainalytics, 2011).

Moreover, according to the Globe and Mail, Telus donation supported enhanced breast cancer detection. Telus announced that the company would donate $25 from every pink BlackBerry sold towards the purchase of digital mammography machines across Canada. In 2011, TELUS' Go Pink campaign raised more than $800,000 for The Gattuso Rapid Diagnostic Centre at Princess Margaret Hospital.

President and CEO of The Princess Margaret Hospital Foundation implied that approximately 23,200 women and 180 men were diagnosed with breast cancer in 2010 and having more digital mammography machines allows improving the screening technology and delivering better results for patients having mammography without waiting for the diagnosis with anxiety.

Also, the vice-president of TELUS Community Affairs mentioned that replacing existing analog mammography units with digital machines that are better able to detect smaller cancers in denser tissues will save lives. As a successful and social responsible company, Telus has been a long-time supporter of charities that advance cancer research, awareness and detection.

The Globe and Mail (2011). Princess Margaret Hospital receives a boost from TELUS to help purchase a next generation digital mammography machine. Retrieved February 22, 2013, from The Globe and Mail Web site:

Jantzi-Sustainalytics (2011). Top 50 socially responsible corporations. Retrieved February 19, 2013, from Macleans Web site: Rona Inc. Telus is not the only company that recognizes how the good behaviours they adopt and embed for its reputation can actually have a positive impact on their bottom line! Rona is another company that has settled as an integral part of community by helping restore and enhance nature.

According to Canada Newswire, Rona announced a commitment to reforest with David Suzuki Foundation as part of growing sustainability platform in 2012. Rona encouraged consumers to help make their community healthy and green by offering a tree planting event open to the public in the Rouge Valley, Canada’s first near-urban National Park.

The company also promoted homeowners to ‘reforest’ their own backwards with Ontario-grown trees and shrubs. Furthermore,Rona offers consumers and communities real value for goods and services, without harming the environment. Rona’s Wood Products Procurement Policy gives preference to suppliers that offer sustainably sourced lumber. All softwood lumber offered by Rona is from certified forests since 2010. The company also created an online eco-responsible renovation guide that identifies a range of building materials, products and processes, and accompanying environmental life-cycle analysis (Jantzi-Sustainalytics, 2011).

The Globe and Mail (2012). RONA Donates $100,000 To Reforest Canada’s First Near-Urban National Park. Retrieved February 20, 2013, from The Globe and Mail Web site:

Jantzi-Sustainalytics (2011). Top 50 socially responsible corporations. Retrieved February 19, 2013, from Macleans Web site:

Kellogg’s There are many studies showing that breakfast is the most important meal of the day. A research suggests that a nutritious breakfast plays important role in managing body weight, increasing productivity, and lowering the risk of heart disease and diabetes (Bush, 2010). Kellogg’s, the world’s leading producer of cereal, created the Share Breakfast campaign to help provide breakfast to kids in need. PR Newswire reported that one in five children across United States leave home without breakfast every day.

Kellogg’s unique breakfast-sharing program aimed to provide one million breakfasts in schools across the country. Kellogg’s encouraged people to get involved to this campaign by sharing their breakfast photo or description to the company’s website or sent via text, then Kellogg’s will provide a breakfast to a disadvantaged child in participating schools.

Kellogg’s and their partners celebrated National Breakfast Week and reinforced the importance of breakfast. In addition, as a socially responsible company, Kellogg’s announced that it will increase its ownership of “GreenPalm” certificates to cover 100 per cent of its palm oil use in a bid to help reduce deforestation associated with palm oil production in 2011. Kellogg’s is the first in the food industry to take this step (Jantzi-Sustainalytics, 2011).

Kellogg Company (2012). Kellogg’s Rallies Americans to Share the Power of Their Breakfast. Retrieved February 20, 2013, from PR Newswire Web site:

Bush, C. (2010). 5 Reasons Never to Skip Breakfast. Retrieved February 20, 2013, from The U. S. News & World Report Web site:

Jantzi-Sustainalytics (2011). Top 50 socially responsible corporations. Retrieved February 19, 2013, from Macleans Web site:

SOCIALLY IRRESPONSIBLE Pfizer Pfizer has been subject to criticism by numerous groups and individuals. Pfizer has committed some horrible human rights violations, testing new drugs on poor, sick Nigerian children. According to The New York Times, Pfizer was sued from 547 families over testing of the meningitis drug Trovan. The test killed 11 children: five after taking Trovan and six after taking an older antibiotic used for comparison in the clinical trial. Many other children were left disabled. The drug in question, Trovan, is a meningitis drug that was eventually approved in 1998 for an adult use only. However, after reports of fatal liver failure, the United States restricted the drug to adult emergency care only, while the European Union banned it due to its health risks.

Moreover, a 2006 article in the Washington Post implied that Pfizer never obtained authorization from the Nigerian government to give the unproven drug to nearly 100 children and infants and that its experiment was “an illegal trial of an unregistered drug” (Stephens, 2006). Nonetheless, Pfizer just said its own investigation had proved that the certificate of approval was “incorrect”. Despite the case is settled, Pfizer still contends that meningitis was responsible for the deaths and injuries, not its drugs. Unfortunately, Pfizer’s social irresponsibility does not end there.

They've been fined multiple times for environmental violations, most notably for pumping hazardous chemicals into the air in violation of the Clean Air Act and for sales of asbestos-contaminated insulation by one of their subsidiaries (BSchool, 2011).

McNeil , D. G. (2011). Nigerian Receive First Payments for Children Who Died in 1996 Meningitis Drug Trial. Retrieved February 20, 2013, from The New York Times Web site:

Stephens, J. (2006). Panel Faults Pfizer in ’96 Clinical Trial In Nigeria. Retrieved February 20, 2013, from The Washington Post Web site:

BSchool (2011). The 10 Most Socially Irresponsible Big Brands. Retrieved February 20, 2013, from BSchool Web site: ExxonMobil

There have been several oil spill incidents from socially irresponsible energy companies and ExxonMobil is one of them. In 1989, ExxonMobil had a pretty epically bad oil spill, tainting miles of Alaskan coastline in a disaster. 10.9 million gallons of oil were spilled which eventually impacted over 1.100 miles of coastline in Alaska making the largest oil spill to date in U.S. water (Cleveland, 2010). Yet this is not where the bad press ends when it comes to environmental destruction. According to Reuters, there was another oil spill recently in Nigeria.

Large quantity of oil was spilled and spread at least 20 miles from its source. One fisherman implied that the company sprayed chemicals in the water which helped oil spill to disperse. Because the sea is heavily oiled, fishermen cannot fish any more for survival. The company apologized for the incident; however, they do not learn the lesson after each spill and keep making environmental disasters.

Furthermore, ExxonMobil outdoes other energy companies in social irresponsibility. In 2001, the company became the target of a lawsuit alleging that the army they hired to protect their oil fields in Indonesia has committed torture, rape and killings, and that the company was well aware of these violations. They even provided equipment to help commit and cover up these crimes (BSchool, 2011).

Owolabi, T. (2012). Nigeria Exxon spill spreads for miles along coast. Retrieved February 20, 2013, from Reuters Web site:

Cleveland, C. J. (2010). Exxon Valdez oil spill. Retrieved February 20, 2013, from The Encyclopedia of Earth Web site:

BSchool (2011). The 10 Most Socially Irresponsible Big Brands. Retrieved February 20, 2013, from BSchool Web site:

WalMart Wal-Mart is one of the well-known companies for a torrent of lawsuits and issues with regards to its workforce. These issues include employees working