Coca cola and CSR
In the advent of the responsibility revolution, organizations both big and small have endeavored to be more socially conscious with the aim of genuinely improving society as well as creating a favorable external image. Organizations have dispensed funds to initiate and carry on environment rehabilitation programs, facilitate educational and awareness programs on societal issues as well as channeling profits to aid underdeveloped regions of the world. Current times have seen major emphasis on the carbon print of manufactured products as well as the calorie count in food/beverage substances. Consequently, international organizations have ventured to portray a consciousness to reduce the calorie count and carbon print. For instance, food/beverage organizations have repackaged their products in smaller contents to aid consumers in controlling their calorie intake. Supermarkets and retail outlets such as Wal-Mart have constructed purely green stores where energy used to light stores is obtained from an energy pad placed on the parking lot.
Among the best corporate citizens of the past year, coca cola has recalibrated it mission and vision to alignment with corporate responsibility globally. The company started in 1886 in Atlanta has grown to be the largest beverage producer in the world. More surprising, is the fact 70 percent of its annual revenue is obtained outside America’s boundaries. Additionally, the company has the world’s leading international brand value. This is particularly important considering the indispensable contribution of social responsibility to an organization’s brand value. coco cola has one of its core values being a responsible corporate citizen. The organization’s vision correlates profit maximization and responsibility awareness. The mission of creating value and making a positive or optimal difference wherever the company is involved puts the vision into action. The company has endeavored to create optimism in every region of the world it is present.
Given the complexity and difficulty of situations in varying regions of the world, any organization practicing corporate social responsibility is outmatched in providing solutions to the situations. Consequently, coca cola is known to consult widely with its numerous stakeholders. These stakeholders are either groups or individuals comprising of customers, retailers, government institutions, suppliers, bottling franchises as well as academic research institutions. Imperative to the value attached to a company’s brand are the critics and in this case, coca cola has had it share of opposition from unions, human right activists even developmental groups. As an enviable corporate citizen, the company seeks to incorporate critics’ opinions in its activities. This is done by creation of advisory bodies providing guidance and correct perspective to the company’s management.
Philanthropic contributions form an important aspect of corporate social responsibility since the organization is able to improve the welfare of its stakeholders. Consequently, they are in a better position economically as well as socially to carry out business. This is exemplified in the massive contribution by the coca cola company in terms of finances in the reconstruction of Japan after the great earthquakes earlier this year. The company went further, initiated a reconstruction fund for the country, and made the first pledge of 2.5 billion yens. In yet another illustration, the company founded the Haiti Hope Project aimed at increasing the economic soundness of the catastrophe strike country by funding innovative fruit farming.
When turned inwards, CSR is known to create a buffer against internal misconduct. This is illustrated by the non-discrimination program directed at combating HIV/AIDS in Africa. The program ensured the company’s operations would not discriminate on basis of HIV status while issuing employment in Africa. Additionally, it gave the employees the option of non-disclosure and opportunity for voluntary testing. In effort to enhance women empowerment, the company has set out to empower five million women economically in the next ten years especially in underdeveloped and developing countries.
Regional governments and attached institutions are stakeholders obviously to benefit from reduced involvement in environmental and healthy control as well as other social responsibility acts. By supporting nutritional educational programs the company, aids the government institutions and other involved stakeholders in sensitizing the public on healthy living habits. The company has financially supported the American first lady in a program aimed at reducing calorie content in beverages and food products.
As evidence in the above examples, CRS can vary in methodology where other organization such as Wal-Mart focus more inwardly by improving employment conditions as well as opportunities or energy/green efficient production. In contrast, other organizations focus more eternally by improving the surrounding communities and stakeholder participation in such activities. Coca Cola Company is an example of the later. In deed, this contribution to improving the global society and increasing hope as well as optimism. Perhaps likely to arouse deep sentiment, is the company’s funding of Antiviral Drugs in Africa resulting to increase life spans of thousand of people, ultimately leading to reduction in orphaned children. Additionally the funding of programs designed to give peasants safe drinking water, curbs break out of waterborne diseases as well as death. There is no place for doubt pertaining coca cola making the world a better place.
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