Ethical Marketing Example Conscious Coffees Coffee is a serious business, and not just in terms of revenue. The coffee industry directly provides a livelihood for more than 120 million people from the world’s poorest regions. But also very few industries are so heavily dependent on the environment and are able to suffer so much from natural disasters. According to some estimates, if we do not correct the situation, by 2050, due to climate change, 50% of the land suitable for growing coffee may be lost.
In this regard, many companies are looking for ways to improve the living and working conditions of workers directly involved in the cultivation, harvesting and supply of coffee. In this matter, the Conscious Coffees brand can serve as an example. Since its inception, the company has made great efforts to improve the production process so that it brings the most benefits to farmers and suppliers from South America. Conscious Coffees, like Dr. Bronner’s, is B Corporation certified. In terms of social contribution, the brand entered the top 10% of companies worldwide.
How does the ethical marketing of Conscious Coffees work? Everything about the Conscious Coffees brand – from the name (translated as “Conscious Coffee”) to the logo – tells about the company’s mission and the philosophy of ethical production. It would be fairer to say that the brand does not use ethical marketing, but embodies the principle itself.
In addition to strictly following the principles of ethical production and fair trade, the Conscious Coffees brand takes part in various social initiatives. For example, the CAFE Livelihoods program supports residents of El Salvador, Guatemala, Mexico and Nicaragua who want to own and manage their own businesses. To do this, workshops are held and assistance is provided from specialists at all stages of preparation. The company regularly delivers free coffee to employees of the local Community Cycles program. This is a project of cycling enthusiasts who help their like-minded people in the Boulder area to fix and restore old and used bikes. Conscious Coffees’ team of coffee experts offers technical advice and support to farmers through the federal Farmer-to-Farmer initiative. In this way, coffee farmers in South America can learn new techniques that will allow them to maximize yields and compete with North American suppliers.
Victoria’s Secret was launched in 1977 by Roy Raymond. Victoria’s Secret influences society and other companies. Victoria’s Secret is accountable for the product, environment, inclusion, labor practices, community, and information. The company is committed to providing quality, safe products. Victoria’s Secret gets all of its product lines- lingerie, accessories, clothing, and beauty products- from more than 300 factories worldwide. They are mainly located in Sri Lanka, Vietnam, Indonesia, the United States, and China.
Victoria’s Secret has consistently proclaimed to practice business ethics and social responsibilities. As part of this responsibility, they have incorporated the safety and conservation of international resources into their day-to-day business practice. Some of the things they did were in 2020, Victoria’s Secret approved to eradicate all unsafe chemicals from their products and has also agreed to eliminate all hazardous chemicals from their supply chains and products. As for the working environment, Victoria’s Secret wants to sustain a healthier planet; they state, “working with our supply chain to introduce programs to understand their energy consumption.”
Lastly, with human rights, I notice they claim to respect human rights based on the decrees expressed from The Universal Declaration of Human Rights(UDHR), which states “all human beings are born free and equal in dignity and rights.” To me, it is something to say one thing and then go and say another. When I watched Victoria’s secret shows and looked at the models, they were all skinny to the bone, and there was not as much diversity as we would get today. Also, their bra coverage is not that great, especially for females with a more oversized chest area. Its labor rating is not good enough, and its supply chains are not approved by labor normals that will guarantee employees’ health, wages, and other labor rights. I think that if the company incorporated socially responsible leadership into their work, they would be enhancing the confidence and fame in their name.
In 2021, when I started to minimize how often I would shop at VS PINK because of all the negativity, it was never enough despite how much they claimed to do. They could indeed have done so much more. The first thing that should be done to have a sustainable business is ensuring that the work environment is easy to work in and where people can feel as if they can focus and commit to their work. Next is ensuring the workers treat each other respectfully and learn from each other. I think the most important thing is a diverse environment; once you have that, you can learn and gain so much knowledge, and it helps you to keep an open mind and be mindful of other cultures that shop there.
Ethics Writing Assignment:
In this assignment, I would like to talk about one of my favorite chain fast-food restaurants Shake Shack. Shake Shack began as a small hot dog stand operating out of Madison Square Park in New York City in 2001 and grew into a gourmet fast-casual restaurant with more than 377 locations both domestically and internationally. The company has been practicing sustainability and volunteerism toward the environment. Shake Shack grew up having an environmentally conscious ethos.
Shake Shack’s menu reveals the company’s deep exposure to agriculture industries highly sensitive to climate change. Its array of Brooklyn Brewery beers requires large quantities of water for production, and its Stumptown Coffee offerings are strongly affected by changing temperatures impacting global coffee bean yields. However, perhaps at the forefront of its concerns, is its reliance on livestock-based ingredients for the bulk of its menu. Not only does livestock demand significant amounts of resources (land, crops, and water), but it also causes significant damage to the environment. It is responsible for 8% to 18% of global greenhouse-gas emissions. Cattle are the biggest contributor and disproportionately account for 77% of emissions per 59 million tons of protein, compared to pork and poultry, which account for 10% per 215 million tons.
Founded by Danny Meyer, Shake Shack’s business is marked by “enlightened hospitality” detailed in Meyer’s book, Setting the Table. However, it also demonstrates forward-thinking sustainability efforts, which include innovative store design, recycling initiatives, and carefully selected supplier relationships. These initiatives are thorough and offer a model for responsibly addressing climate change.
Tracking and reducing environmental impact
In 2021, Shake Shack transitioned to-go bags to 100%-recycled fiber, including 95% post-consumer content. It also launched a pilot of plastic-free and carbon-negative straws and cutlery in several markets as well as installed solar panels at five locations with more on the way, saving the equivalent of 1,427 gallons of gasoline or 29 barrels of crude oil per year. In addition, 30% of Shack openings in 2021 realized a 20% YOY reduction in Kitchen Exhaust System energy usage.
Finally, after reading a lot of articles about Shake Shack and getting to know about the company’s success, I would recommend staying the same and keep improving on what they are doing to gain customers’ trust.
After reading the assignment instructions I knew I definitely wanted to use a company I love and use on a day-to-day basis, honestly, it came down to Amazon everyone’s favorite place to shop at, or Chipotle my favorite place to eat.
Chipotle is an American restaurant chain that is most popular for its DIY rice bowls, burritos, tacos, and other dishes. Chipotle is very transparent when it comes to its policies and practices as a company. The company has been known for its sustainable business practice and community service.
Chipotle is known for making its food with organic fresh produce, and when having 3,000 restaurants and serving millions of people the company wants to be as transparent as they can with their consumers. This year, Chipotle released to the press their Environmental, Social, and Governance goal. They are committed to increasing the pounds of organic local, and grown and raised food used in its restaurant. This year chipotle wants to surpass its number in 2021, which was 55 million pounds up to 57 million pounds. Chipotle has opened a campaign to support the “National Young Farmers Coalition”, they are advocating for policy change in 2023 Farm Bill. By adding your name to the campaign people are advocating for Congress to invest $2.5 Billion to secure up to one million acres of land for the generation of farmers. Along with that Chipotle wants to reduce its greenhouse emissions by 5% this year. The company’s main goal is to reduce its complete greenhouse emissions by 50% by 2023.
Chipotle also contributes to helping the community by partnering with different organizations for fundraisers. Chipotle donates to schools from K-12 which help contribute to STEM clubs, and school activities such as prom. They also donate to University Groups which help with their Intramural Sports, News Radio, and more. So far Chipotle has raised $87 Million so far, they have hosted around 303,000 fundraisers, and 33% of the event sales are given back to the cause of choice.
After reading more about chipotle and who they are as a company, I would say to stay transparent with everything they are doing. The more transparent they are with their consumers the more consumers would like them and be loyal to their brand as well as trust them.
Work cited:
“Chipotle Community Fundraising: Fundraising Ideas: School Fundraising.” Chipotle Community Roots, 16 Feb. 2022, https://community.chipotle.com/.
Chipotle Announces 2022 Environmental, Social and Governance Goals Tied to Executive Compensation – Feb 23, 2022, https://newsroom.chipotle.com/2022-02-23-CHIPOTLE-ANNOUNCES-2022-ENVIRONMENTAL,-SOCIAL-AND-GOVERNANCE-GOALS-TIED-TO-EXECUTIVE-COMPENSATION.
When I decided to write about a company that I use regularly to buy the things I want, Digi Kala came into my mind. I buy everything I want from Digi Kala. It’s like Amazon where you can find anything you want with the highest discount in Iran.
Digikala was founded in 2006 as a start-up company with a limited budget. Today, however, it is the most popular online store in Iran and the region and considers the provision of world-class services as an essential part of its mission. According to statistics published until early 2021, more than 4 million different goods have been offered for sale by nearly 160,000 sellers. It has the capacity for processing 600,000 goods per day.
I couldn’t find any reference to talk about the impact of the environmental effects. Despite this, as far as I know, they send your stuff by Post.
One of our relatives worked in Digi Kala for 3 years. I was talking to her last year. I asked about satisfaction in their workplace. She told me everything is ideal and salaries and fair trade are ideal, but because we have long working hours, few people can cooperate with them for a long time. I think the solution for this can be, they should give their employees two options. The first one would be, long office hours with the highest salaries and some other features. The second one would be, normal working hours with normal salaries. In this case, employees can choose which option is the best for them according to their living conditions.
As we all know, the responsibility of these types of companies are: 1.Price. When it comes to prices, customers inevitably want to purchase the product for the best price possible. 2.Shipping. 3.Payment Method. 4.Customer reviews. 5.Online Customer Service. 6.Product images. 7.Marketing Claims.
In the beginning, Digikala sold only digital and electronic goods on its website. In 2014 Digikala changed its strategy from selling digital goods to selling everything. So it became an online store of goods in all categories. today Digikala sells in various sections such as clothing, electronics, toys, jewelry, video games, arts, tools, and books. Since 2018 it has started selling fast fulfillment products (supermarket).
I have heard and read many complaints about Digi Kala on Twitter and Instagram. I have not had a problem with the after-sale and products of this company but let me tell you my friend’s story. She bought gold from Digi Kala. Everything was normal until she received an empty box! There was no gold or ring in the box. In the end, the company called my friend and told her there was a mistake and the post officer had stolen it! They sent her a new ring. After that, I couldn’t buy expensive stuff from Digi Kala.
I believe the most important thing that all online stores should consider is that they should be able to gain people’s trust and satisfaction. In my opinion, Digi Kala has lost this trust over the past several tears.
These are the references I used: https://en.wikipedia.org/wiki/Digikala https://www.digikala.com/mag/lp/public/uploads/report/digikala-report-2020-21.pdf
Many industries claim to be ethical but do not follow through with the perception they put out through advertising and social media campaigns. Such examples include Amazon’s attempts to brand themselves as being continuous and taking strides towards employment standards in the industry. Jeff Bezos’s stance is well known as he has repeatedly reiterated a 15$ an hour work week[1]. Despite that amazon actively monitors employees, penalizes employees, and is aggressively anti-union [2]. In contrast, I will discuss a company that from its inception has aimed to be socially and ethically responsible first Patagonia. Their original mission statement read “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”.
Patagonia’s original mission statement was new and fresh during the 90s, to have a clothing business committed to doing no harm and looking to implement solutions for the environment first was fresh. They are not only looking to be socially responsible to their customers and employees but to the world. So, what has Patagonia done to follow through with that statement? “94%” of Patagonia’s current lines of clothing and equipment use recycled materials, leading to “20000 tons of Co2 emissions removed in just one year”[3]. Many companies that offshore or outsource work, do not translate their local standards and ethics for employees to the country where their manufacturing is outsourced. Patagonia is not one such company, at Patagonia, employs a Tier 1 monitoring system to monitor all factories and subcontractors that meet the standards of labor Patagonia expects. Furthermore, this system derives from the Fair labor association that Patagfoinia helped found to promote and certify these practices and compliances done at other organizations. The code of conduct includes detailed expectations on child labor, forced labor, wages, and more.
Most people associate Patagoinia with a clothing and equipment brand and do not know about their other business ventures. One significant one is a more recent venture Patagonia Provisions, a canned food brand. The canned food venture extends Patagonia’s principles of sustainability and is a part of their efforts to fulfill their new mission statement “We’re in business to save our home planet”, where they aim to not only be sustainably but actively make new ventures that help save the planet. It first started as a way to create “sustainably farmed tinned food” that was aimed at their already developed consumer base of outdoor activity participants like fish and buffalo jerky. But it has greatly expanded to creating certification programs as well as working with sustainability non-profits to change farmers’ practices to be better for the environment, many farmers that complied were subsidized and became part of Patagonia’s supply chain. Furthermore, the Provisions part of the company is actively trying to change consumer eating habits that would be greater for the environment like moving meat a known carbon-heavy part of people’s diet to become a side of a meal and replacing the loss protein with more sustainable proteins.
Dissecting all this information and the efforts Patagonia has gone to be an environmentally and socially conscious operation I have found many characteristics to aspire for in a business. They have not only made effort to be ethical employers, and be environmentally conscious while executing their business, but they have also gone out of their way to make it an integral mission of the company and make great efforts to save the planet in a wider scope beyond their business through staring various non-profits, organizations that promote sustainable activity and certifications programs. While Patagonia products are not the cheapest, they are high quality and apart funding a greater mission that many consumers do not mind paying the premium for due to various efforts they make toward social responsibility that I have listed above. I think many other businesses can look at Patagonia as an example of making quality products and socially conscious while still being a successful and profitable business.
I chose the company Nike. It has a long history of setting the bar high for CSR and sustainable business practices. The business has a thorough sustainability program that prioritizes minimizing its negative effects on the environment, assisting its employees.. and communities, and promoting healthy lives. Additionally, Nike is a part of the Sustainable Apparel Coalition, an association of more than 150 clothing manufacturers dedicated to lessening the environmentall effect of the clothing sector.
In recent years, Nike has significantly reduced its environmental effect. Since 2005, the corporation has cut its greenhouse gas emissions by 25%, and by 2025, it wants to further cut those emissions by 30%. Since 2005, Nike has cut its water usage by 20 percent as well. By 2025, Nike hopes to further cut its water use by 20 percent. In addition, Nike has cut the amount of garbage it sends to landfills by 50% since 2005 and has set a target of cutting it by another 50% by 2025.
Nike is dedicated to helping its employees and local communities. The business has set a minimum wage for all of its employees and has a thorough procedure in place to guarantee that they are treated fairly and with respect. Additionally, Nike offers its employees the chance for growth and training, and it has a program to assist employees who sustain injuries at work. Additionally, Nike is dedicated to supporting the areas in which it operates. Through its worldwide community impact initiative, the firm supports nonprofits seeking to better the lives of children and families all around the world.
Nike is dedicated to supporting active lifestyles. Nike+ Run Club, a company-provided fitness app, enables users to keep track of their runs, establish goals, and interact with other runners. Along with supporting numerous athletic events and organizations financially, Nike also sponsors a number of professional athletes and teams.
Nike is making significant efforts to enhance both its social and environmental performance. The business is promoting healthy lives, helping its workers and communities, and lowering its environmental effect. The Sustainable Apparel Coalition, which seeks to lessen the overall environmental effect of the apparel sector, includes Nike among its members.
The social and environmental performance of Nike is being greatly improved. The business promotes healthy living, lessens its influence on the environment, and helps its employees and communities. Nike is a part of the Sustainable Apparel Coalition, an organization that seeks to lessen the environmental impact of the apparel sector as a whole.
By lowering its greenhouse gas emissions, water use, and garbage dumped in landfills, Nike is lessening its impact on the environment. The business also established a minimum pay for all of its employees and offers possibilities for training and professional growth. Nike’s global community impact program is part of the company’s commitment to giving back to the communities in which it operates. In addition, Nike supports numerous sporting events and organizations with money in order to promote healthy lives through sponsoring a number of professional athletes and teams.
Nike is making a lot of efforts to enhance its social and environmental performance. The business is promoting healthy lives, helping its employees and communities, and reducing its environmental effect. Nike is a part of the Sustainable Apparel Coalition, an organization that works to lessen the environmental impact of the apparel industry as a whole.
Nike is lessening its impact on the environment by consuming less water, emitting fewer greenhouse gases, and sending less garbage to landfills. Additionally, the business has set a minimum pay for all of its employees and offers chances for training and professional growth. Through its global community impact initiative, Nike is dedicated to supporting the areas in which it operates. Additionally, Nike supports numerous sporting events and groups financially in addition to sponsoring a number of professional athletes and teams.
Some suggestions for Nike to improve their morals, social responsibility, and sustainability include:
-Increasing the minimum salary for employees and offering more opportunity for training and development
-Giving back more to communities through its worldwide community impact program
-Promoting healthy lifestyles by sponsoring more teams and professional athletes
-Increasing financial support for sporting events and organizations
-Participating in additional campaigns like the Sustainable Apparel Coalition to lessen the impact the apparel sector has on the environment
-Educating consumers on the value of sustainability and social responsibility so they may make better moral decisions when making purchases
-Encouraging other businesses to adopt comparable sustainability policies -Collaborating with suppliers to make sure they follow sustainable and moral standards
-Continuing to innovate and develop new sustainable goods and technologies
-Establishing the bar high enough for other businesses to follow by setting an excellent example
There is always opportunity for improvement, even though Nike is already making significant efforts to enhance its social and environmental performance. Nike may lessen its environmental effect by keeping up with its current reductions in greenhouse gas emissions, water use, and garbage dumped in landfills. To help enhance the lives of its employees, the business can also raise the minimum salary for workers and offer additional opportunities for training and growth. Nike’s worldwide community impact initiative allows it to make greater contributions to local communities. Finally, Nike can contribute more to the promotion of healthy lifestyles by supporting more teams and professional athletes, as well as additional athletic events and associations, financially.
These specific suggestions, Nike can also contribute to the sustainability of the apparel industry at large by supporting additional organizations like the Sustainable Apparel Coalition and educating customers about the value of sustainability and social responsibility. Nike may also persuade other businesses to adopt comparable sustainability policies and engage with suppliers to make sure they uphold moral and sustainable standards. In order to pave the road for a more sustainable future, Nike may also keep innovating and developing fresh sustainable products and technology.
I interact with many different companies daily, however, I chose apple because I have many apple products which I use almost 24/7. Apple is a multibillion-dollar company. Apple is a hardware and software company known for creating the iPad, iPod, iPhone, iMac, MacBook, and much more. The company is also known for their unique designs and modern innovation. This is at the forefront of their business but i am about to shine the light on their ethical practices and how they give back.
Being that apple is a multi-billion dollar company and based on the products they provide you would assume their carbon footprint would be extremely high but compared to other companies Apple’s carbon footprint is limited. according to a article written by asktraders.com most of apples carbon foot print is a product of manufacturing and device usage. However, because of this they have implemented a goal to make apple devices carbon neutral and should be followed out by year 2030. Not to include the eco-friendly offices that have already been implemented. Therefore, Apple is attempting to remove as much CO2 as they put out if not more.
According to Apple CEO Tim Cooks in regards to ethics and compliance ” We do the right thing, even when it’s not easy”. Is sustainability easy? In my opinion, No. It is hard to create products that can be reused multiple times. However, Apple has created a solution to maintain their products and allow them a great lifespan. The company allows you to trade in your old product and pay the difference for a new product but it doesnt end there. When the product is traded in Apple then recycles the product but if qualified can be sold again and used just as before.
For as long as I’ve known there has been much discriminatory behavior when hiring in the workplace, however, Apple has been an equal opportunity company. According to the ask trader article “Between 2014 and 2020 the number of employees from underrepresented communities (URCs) increased by 64%. That’s 18,000 people and jobs and URC staff now make up nearly 50% of Apple’s American workforce.” This is inclusive of the black, hispanic, and female employees. Not only that but they are also expanding into more leaderships roles.
In conclusion, There are many steps that Apple is making to benefit the environment. However, I believe for Apple to create a more socially responsible business it to get out there and be active in the different communities. Invest in more outreach programs that can help build up the economy and their business as well. On paper Apple may seem like the perfect company but there is more that can ad should be done.
Giving back to the community is something we all should do even if its the smallest contribution, but when a company is as successful as the ones we use in everyday life is we expect them to contribute to social change amongst other philanthropic efforts. A company that I interact with daily is Citadel.
As the office manager I am able to see first hand the amount of contributions the Owner and CEO Kenneth Griffin Jr makes to different foundations and projects that benefits people across the world. His contriubutions in terms of philanthropy and community service is second to none.
“The Citadel founder, who for years was Illinois’s richest man, has given more than $600 million to organizations in the Windy City since arriving in 1989 (Gordon)”. “The billionaire and his team approached Chicago organizations and asked about their most pressing needs, which informed the giving, Ahmed said. The 40 latest recipients represent “the fabric of Chicago,” he said, among them Northwestern Medicine, the Field Museum and the Chicago Symphony Orchestra (Gordon)”.
As a hedge fund the goals of Citadel are different than a non profit but the contributions they make from the money they generate are substantial to Chicago, New York, Florida and every area Citadel has a office including Australia and Hong Kong.
Contributions personally I would like to always see will always lean towards people of underprivileged and underdeveloped neighborhoods and public education. I think that would be the most beneficial to areas like this because it gives kids and the people hope and different avenues to take to become successful besides sports or entertainment. The disadvantages these neighborhoods have are devastating towards the growth of the community and will continue to be without help.
I have decided to do my research on the Israeli company “Straus.” Strauss is regarded as Israel’s most extensive food and beverage firm and is a global organization. Straus family founded it in the northern part of Israel in the 1930s. Strauss Israel produces a wide range of products such as dairy products, sediments, coffee, salty snacks, and, most importantly, nostalgic chocolate snacks.
As philanthropy has been an excluded value in Straus’s DNA since it was founded, one of the founder’s daughters is continuing in this line. She founded the “Spirit of the Galilee,” an initiative to enhance the quality of life in Western Galilee in fields like health, employment, and culture. She supports and donates to many other associations, including associations for youth at risk and special needs. The principles are also permeated and are entrenched in the family business, and they are expressed in various monetary and food donations for disabled people worldwide.
The community involvement at Straus does not stop with philanthropy actions. Community involvement programs are standard as Straus workers volunteer in different associations supporting special-needs, elderly population, at-risk youth, and victims of women violence.
Healthy wise, Straus has worked to improve its products’ nutritional composition by reducing sugar, sodium, fat, and preservatives. In addition, they have expanded the range of products for target audiences with different dietary preferences – such as gluten-free, lactose-free, protein-enriched products, vitamins, vegan products, and more.
As ethics is an excluded value at the company, Strauss emphasizes its employment policy and employee conditions. All of these are backed up by the company’s contracts and principles of conduct. Strauss places emphasis on stable employment, employee well-being, and a healthy work environment, and Strauss also enables the provision of equal opportunities to the entire population regardless of religion, race, and ethnicity.
Combining ethics and sustainability, as the Strauss Group strives to reduce the pollution process in its work permanently, it records the registration of the carbon footprint and even discloses it. However, the marking of the carbon footprint is not enshrined in Israeli law and is primarily a matter of choice for the businesses that choose to report it to their customers. Strauss’ partners worldwide place a high value on environmental consciousness. For instance, Danone includes a carbon footprint label on all its products. At the company’s four locations in Brazil, all of the company’s vehicles are fueled with natural gas and sugar cane fuel, which both lessen pollution and the carbon footprint.
The Strauss Group also aims to reduce the consumption of natural resources and greenhouse gas emissions. Therefore, one of its main goals is to reduce energy consumption. Specific energy consumption reduction targets have been set in the group’s various divisions. Some of these actions include:
Restoring condensation water from the steam system and utilizing residual water heat for heating purposes.
Optimization of the factories’ boilers to improve the combustion system and save on fuel consumption.
Implementation of many projects to save electricity consumption in lighting in the group’s factories.
In the area of sustainable supply chain, Straus is involved in numerous of processes as part of the company’s policy. From reuse and recycle of excess packaging materials, through reducing the waste of food and waste in its factories, and in the controlled purchase of the raw materials from suppliers who adhere to sustainability.
As a leading company in the Israeli market, which produces and sells food products that are loved and known in every home throughout the country, the company’s ability to influence and contribute is exceptionally high. In light of this, I would suggest that the company become more involved in projects and social initiatives on the issue of coexistence between Israelis and Palestinians. I am sure that the company’s unique products are a tool that can be used to connect the two parties. I would suggest the company invest and be involved in education and programs that combine Israeli and Palestinian youth. Education from a young age and assimilation of values are the basis for improving the relationship in the near and long term.
