Understanding Corporate Social Responsibility (CSR)

The phrase “corporate social responsibility” (CSR) is becoming more and more common in today’s business sector. However, what does this actually signify, and why is it significant for business? This blog post will explore the idea of corporate social responsibility (CSR), its importance in today’s business environment, and its different forms.

What is CSR?:

Corporate social responsibility is measured in terms of businesses improving conditions for their employees, shareholders, communities, and environment. But moral responsibility goes further, reflecting the need for corporations to address fundamental ethical issues such as inclusion, dignity, and equality. – Klaus Shwab (Foreign Affairs, January/February 2008)

CSR is a self-regulating business model that helps a company be socially accountable- to itself, its shareholders, and the public. it involves a company taking responsibility for its actions, and their impact on the environment, consumers, employees, communities, and all other members of the public sphere.

CSR is a pledge to conduct business in a way that benefits society, not just a catchphrase or marketing tactic. It involves striking a balance between the necessity to turn a profit, and the demands of the stakeholders. it is about businesses accepting accountability for their social impact and taking that into account before acting. (https://www.investopedia.com/terms/c/corp-social-responsibility.asp)

The Importance of CSR:

CSR is not just about doing the right thing; it is also good for business. Companies that practise CSR promote a positive image and appeal to both consumers and employees (attracting top talent in the employee pool). Consumers will be more inclined to support brands that practice ethics and are environmentally conscious. Similarly, workers who are employed by a company that prioritises values beyond profits could find greater job satisfaction.

Additionally, CSR can result in lots of benefits, such as increased customer loyalty, attracting and retaining top talent, savings on operational costs, and better risk management. As companies search for environmentally friendly ways to provide goods and services, it could also encourage innovation. CSR may promote social change, encourage awareness, and build trust. Although it may seem like these initiatives only benefit society, corporations can gain a lot for CSR efforts (https://www.groundswell.io/blog/list-of-companies-practicing-csr)

Types of CSR:

CSR can be broken down into four types: Environmental, Ethical, Philanthropic, and Economic.

Environmental CSR – This focuses on environmental problems including pollution and waste. A business may launch a recycling programme or a strategy to lower its carbon footprint. It might also involve steps to lessen the company’s carbon impact, use sustainable sourcing methods and preserve natural resources. Environmental CSR aims to reduce any damaging effects on the environment from your business processes. Recycling, waste management, using renewable energy sources, creating environmentally friendly products, sourcing raw materials sustainably, and even funding environmental projects that benefit society as a whole, like clean air or water initiatives, are examples of activities.

Ethical CSR – Businesses that practice ethical CSR take a moral stance and make sure they are doing business morally. An example of this may be ensuring their items are obtained morally. Ethical CSR relies on companies doing what is morally right. This could entail setting its own higher minimum wage if the one mandated by the government does constitute a ‘liveable wage’, ensuring fair labour practices, sourcing goods and services ethically, or making sure supply chains are free from illegal activities such as modern slavery or child labour.

Philanthropic CSR – Organisations motivated by philanthropic responsibility frequently donate a percentage of their profits in addition to operating morally and sustainably. While many businesses support non-profits and charities that share their values, some support deserving causes unrelated to their industry. Some even go so far as to start their own non-profit or charity trust to give back and improve society. This kind of CSR can include staff fundraising events, collaborating with nearby communities to raise living conditions, or giving money, goods, or services.

Economic CSR – The practice of a company underpinning all of its financial actions with its pledge to do good is known as economic responsibility. In addition to maximising profits, the ultimate objective is to ensure that corporate operations have a positive influence on society, the environment, and people. This involves companies doing what they were set up to do: provide goods or services that are of value to the economy. Creating jobs, stimulating economic growth, and contributing to national income through paying taxes.

Corporate Social Responsibility is an essential component of modern business. In addition to enhancing their efficiency and reputation, it enables businesses to show their dedication to the welfare of society and the environment. (https://online.hbs.edu/blog/post/types-of-corporate-social-responsibility)

Cover Image : https://csrreporters.com/a-beginners-guide-to-corporate-social-responsibility/

Environmental CSR Image: https://www.linkedin.com/pulse/circular-economy-sustainable-solution-effective-waste-management/

Ethical CSR Image: https://superostmk.live/product_details/1837967.html

Philanthropic CSR Image: https://commons.wikimedia.org/wiki/File:Carnegie-1903.jpg

Economic CSR Image: https://www.ig.com/uk/investing-need-to-knows/what-is-a-stock-exchange

Patagonia’s Pioneering Approach to Corporate Social Responsibility

The outdoor apparel and equipment brand Patagonia has a long history of being acknowledged as a leader in Corporate Social Responsibility. Their robust strategy is built on the principles of sustainability, accountability, and transparency (https://blog.osum.com/patagonia-corporate-social-responsibility/).

A Robust Social Responsibility Program

In addition to reducing harm, Patagonia’s CSR approach aims to improve the lives of the communities and labourers involved in their supply chain. They have created an extensive programme for corporate social responsibility, that evaluates and controls the effects of their operations.

The problems we’re facing now have to be solved on a global basis, and can only be solved by people working together and staying tough together–like all of you in the 1% for the Planet community.  – Yvon Chouinard

Patagonia does not own any factories, unlike the majority of other apparel brands. Instead, they collaborate closely and as partners with businesses all around the world to lessen the harm that is caused by the production of clothing as a whole. They hold their suppliers (and themselves) to the highest environmental and social standards in the industry (https://www.patagonia.com/social-responsibility/).

Innovative Programs and Initiatives

Over the years, Patagonia has created a number of initiatives looking into their effect on every aspect of their business, from their farms to their retail locations. These include the Living Wage Programme, the Fair-Trade Programme, the Fair Labour Association® Programme, the Regenerative Organic Certified® Programmes, and the Migrant Workers Programme.

The Common Threads Initiative, one of the company’s most notable, which promises to “make great stuff, fix it when it breaks, and recycle it when you’re done with it” is free of charge for its consumers. In return, Patagonia asks that customers “buy only what you need, repair it when it breaks, and recycle it when you’re through”(https://inspiredeconomist.com/articles/patagonias-csr-how-is-it-working-out/).

Other examples of Patagonia’s Corporate Social Responsibility endeavours include the Worn Wear Programme, an online store offering pre-owned Patagonia products for sale. By encouraging consumers to buy used clothing rather than new, this programme aims to reduce waste (https://wornwear.patagonia.com).

Action Works is a website, hosted by Patagonia, that allows users of any kind (and through its previously mentioned initiatives its current consumers) to connect to local and regional environmental protection groups. It is a platform for activism and a way for Patagonia to extend its impact beyond its own operations (https://www.patagonia.com/actionworks/home/choose-location/).

A Commitment to Transparency

A crucial component of the CSR strategy that Patagonia upholds is its approach to transparency. They acknowledged that everything they produce has an effect on the environment. On their website, they offer details on their business operations, social responsibility, and environmental initiatives, so that consumers know where to find out the information, and the brand openly embraces its CSR strategy.

Challenges Faced

“Responsible Purchasing Practice requires continual improvements. Using the reports from the BBI and FLA, as well as constant open dialogue with our suppliers, we’re working to improve individual Responsible Purchasing Practices targets, like narrowing the gap between forecasted and actual orders.”

Implementing CSR initiatives is not without its challenges, however. Patagonia’s rivals in outdoor wear may offer similar products at lower prices. This can then have a knock-on effect on the company’s market share, as budget-conscious buyers might choose less expensive options. Arguably, one of the biggest challenges in the industry is managing a complicated supply chain. (https://www.patagonia.com/social-responsibility/).

Patagonia declared in 1994 that all of its products would only be created from organic cotton. This was no easy process. It required reducing the number of products in the line from 166 to 60 which also meant that 30% of the brand could not be produced until a fix was found. They had to constantly strike a balance between their shareholders’ expectations, and their promise to be in keeping with environmental responsibility (https://sigmaearth.com/patagonia-sustainability-what-strategy-makes-them-sustainable/).

“Growing food and fibre with industrial techniques and chemicals is one of the main causes of climate change. According to the Intergovernmental Panel on Climate Change, agriculture, along with forestry and other land uses, generates roughly 23% of greenhouse gas emissions every year. If we switch from fossil-fuel-intensive farming to organic and low-till practices that build healthy soil and draw carbon back into the ground, we could turn our agricultural system from problem to solution.”

Despite these obstacles, there are ongoing environmental and political challenges that impact the company’s ability to achieve its goals. This includes issues related to climate change, resource depletion and government policies. The ever-changing consumer climate, and the challenge to quantify the company’s exposure to social risk (such as the reputation that VW faced after the emissions scandal, or BP over the repeated oil disasters) make it difficult to determine the impact of Patagonia’s CSR efforts on their profits (https://inspiredeconomist.com/articles/patagonias-csr-how-is-it-working-out/).

Future Goals

Patagonia has established ambitious goals for the future. They aim to be carbon-neutral by 2025, to get 100% of all their energy from renewable sources and use more recycled products (https://www.sportsustainability.org/news-events/patagonia). They want to employ only selected resources in their goods by 2025 by eliminating virgin petroleum material in all their products (https://www.patagonia.com/our-responsibility-programs.html).

“We partner with other companies across the globe and work closely with them to mitigate the harm we collectively create through the manufacturing of clothes. We hold our suppliers (and ourselves) to the highest environmental and social standards in the industry. We lean on industry tools and standards to manage this process, and when rigorous enough standards don’t exist, we create them”.

In line with a set of guidelines supplied by the Science Based Target Initiative (SBTi), Patagonia has set itself high criteria for both their network of partners and the entire organisation SBTi helps businesses concentrate their efforts and further CSR policies by using three ‘scopes’ or regions within a business. They signed up for and promised its shareholders that:

New Term:

  • Financial Year 2023: Reduce absolute Scope 1 and 2 Greenhouse Gas Emissions by 80% in comparison to its 2017 financial year.
  • Reduce absolute Scope 3 Greenhouse Gas Emissions from purchased goods and services, upstream transportation and distribution, business travel and downstream transportation and distribution by 55% in comparison to its 2017 financial year.

Long Term:

  • Financial Year 2040: Reduce absolute Scope 1, 2 and 3 Greenhouse Gas Emissions by 90% since the 2017 financial base year.
  • Commit to reaching Net-Zero Greenhouse Gas Emissions across the company by the financial year 2024 from the 2017 financial base year.

(https://www.patagonia.com/climate-goals/)

Conclusion

Patagonia’s approach to Corporate Social Responsibility shows that businesses may be lucrative and socially conscious at the same time. Their dedication to sustainability, responsibility, and openness establishes a benchmark that other businesses should strive to meet.

Cover Image: https://www.boardsportsource.com/patagonia-logo/

Common Threads Logo: https://blogs.ubc.ca/bmclaughlin/2014/11/11/common-threads-for-a-better-future/

Worn Wear Logo: https://eu.patagonia.com/pl/en/wornwear/

Action Works Logo: https://eu.patagonia.com/gb/en/actionworks/about/

Transparency section image: https://eu.patagonia.com/gb/en/home/

Quote 1: https://www.patagonia.com/one-percent-for-the-planet.html

Quote 2: https://www.patagonia.com/social-responsibility/

Quote 3: https://www.patagonia.com/our-footprint/regenerative-organic-certification.html

Quote 4: https://www.patagonia.com/our-footprint/responsible-purchasing-practices.html

LEGO: Building a Sustainable Future with CSR

The well-known toy manufacturer LEGO has been advancing its commitment to Corporate Social Responsibility in a big way. The company’s CSR strategy is as inventive and complex as the building blocks it produces.

LEGO’s CSR Strategy

Children, the environment, and people are the three main impact areas around which LEGO’s CSR strategy is based. The organisation thinks that all kids should have the chance to reach their full potential and that play-based learning is an effective means of skill development (https://www.lego.com/cdn/cs/sustainability/assets/blt032d7f4d14a4682d/The_LEGO_Group_Sustainability_Progress_Report_2023_Final.pdf).

Children

Globally, LEGO promotes the transformative potential of play in education and the development of young children. A quarter of the LEGO Group’s profits are donated by the LEGO Foundation, which holds a 25% stake in the business, to support kids’ access to learning through play.

Children are encouraged to use LEGO bricks to convey their views and dreams for the future as part of LEGO’s Build the Change initiative. Another one of LEGO’s CSR campaigns is the Build to Give campaign. LEGO gives a LEGO set to a child in need for each ornament that is constructed and shared (https://www.lego.com/cdn/cs/sustainability/assets/blt032d7f4d14a4682d/The_LEGO_Group_Sustainability_Progress_Report_2023_Final.pdf).

Environment

LEGO is dedicated to safeguarding the world and its ecosystem for the benefit of future generations. 

The company aims to lessen its operational impact on the environment, utilise more sustainable materials in the production of its core goods, eliminate single-use plastic from its packaging, and lower the carbon footprint associated with releasing a new LEGO product (https://www.lego.com/cdn/cs/sustainability/assets/blt032d7f4d14a4682d/The_LEGO_Group_Sustainability_Progress_Report_2023_Final.pdf

People

LEGO cherishes the individuals, collaborators, and vendors who enable LEGO play experiences. The organisation works hard to create welcoming, secure, and inspiring work environments (https://www.lego.com/cdn/cs/sustainability/assets/blt032d7f4d14a4682d/The_LEGO_Group_Sustainability_Progress_Report_2023_Final.pdf).

LEGO’s Response to CSR Challenges

“The LEGO Group is dedicated to providing the best play experiences for children, and this naturally extends to safe online experiences. We were the first toy company to partner with UNICEF and we’re committed to promoting and implementing the Children’s Rights and Business Principles.”

In the face of obstacles along the way in its CSR journey, LEGO has responded with a values-led strategy. In response to the concern about digital kid safety, for example, LEGO made child safety a top priority in its digital experience and worked with UNICEF to create an industry-first Policy on Digital Child Safety (https://www.lego.com/en-us/aboutus/news/2020/september/sustainability)

The Sustainability Shift:

While Lego has been trying its hardest to develop new materials for its bricks that are more environmentally friendly, this has come with its own challenges, trying to balance its CSR and its product output.

The Danish toy maker, in September 2023 abandoned its ambitious project to create bricks from recycled plastic bottles. Instead, the company has decided to put more effort into improving its acrylonitrile butadiene styrene (ABS) plastic (https://www.independent.co.uk/business/lego-scraps-plan-to-make-bricks-out-of-recycled-drinks-bottles-b2417996.html).

 “We are super excited about this breakthrough. The biggest challenge on our sustainability journey is rethinking and innovating new materials that are as durable, strong, and high quality as our existing bricks – and fit with LEGO elements made over the past 60 years. With this prototype we’re able to showcase the progress we’re making.” – Tim Brooks, Vice President of Environmental Responsibility

Lego’s initial motivation was admirable. The company looked at a recycled polyethylene terephthalate (PET) in an attempt to lessen the dependency on ABS made from Petroleum. PET, which is often found in plastic bottles, appeared as a win-win situation as it kept the quality of the brick while redirecting plastic waste.

It was later discovered that the PET-based polymer is softer than ABS. This would be like trying to build a Lego model out of marshmallows – definitely not the durable base that consumers are used to. Lego would also need to add more additives, which would increase costs, to make the PET bricks durable. Their entire operations manufacturing techniques would also need to be altered in order to scale up production, which would only increase LEGO’s carbon footprint (https://www.bbc.co.uk/newsround/66936044).

“…trying to make a bike out of wood rather than steel. – Tim Brooks”

Despite the initial allure, producing PET results in greater carbon emissions that benefit both the environment and the company. PET Recycling alone requires a significant amount of energy, countering its eco-friendly appeal and claims. Given that sustainability encompasses all aspects of a product’s lifecycle, from cradle to brick (https://www.theguardian.com/lifeandstyle/2023/sep/24/lego-abandons-effort-to-make-bricks-from-recycled-plastic-bottles)

LEGO’s CSR Achievements

The attention that LEGO has received for its CSR efforts is impressive. According to the annual Global RepTrak®100 survey, the company was named the most respected in the world. LEGO’s commitment to creating a sustainable future is demonstrated by this accolade.

How Consumers Can Support LEGO’s CSR Efforts

Customers can help LEGO with its CSR initiatives in a number of ways:

Invest in LEGO Items – Consumers can indirectly support the company’s corporate social responsibility efforts by purchasing LEGO items. The company’s CSR initiatives, including the LEGO Foundation’s work to encourage learning through play, are funded in part by its profits.

Take Part in LEGO Projects: Customers can get involved in a number of LEGO projects, including the “Build to Give” programme, which sees LEGO donating a LEGO set to a child in need for each heart ornament that is constructed and shared.

Encourage the Use of LEGO’s Sustainable Goods: LEGO is attempting to increase the sustainability of its goods. By selecting LEGO items made of sustainable materials, like their paper bags for grouping parts, consumers may help support this initiative.

Spread the Word: By informing their networks about LEGO’s CSR initiatives, customers can contribute to increasing awareness of these efforts.

Customers who support LEGO’s CSR initiatives are not only assisting a business that is dedicated to good change, but they are also making a positive impact on the environment and society at large. 

Conclusion

When it comes to Corporate Social Responsibility (CSR), LEGO is another model, like Patagonia in my last post, that other businesses should follow. By prioritising people, the environment, and children, LEGO is creating more than simply toys—it is creating a brighter, more sustainable future. The corporate culture of LEGO is strongly rooted in CSR, and this commitment is evident in every facet of the company’s operations. LEGO’s commitment to promoting children’s growth, environmental sustainability, and human empowerment is proof of its belief that companies can play a significant role in tackling societal issues. It’s about having a positive impact on the world, not just about getting money.

Furthermore, it is clear from LEGO’s creative CSR projects that CSR is a dynamic, universal idea. It’s a fluid, ever-evolving process that calls for imagination, dedication, and a thorough comprehension of the communities a business serves. LEGO is promoting sustainable development and safeguarding its own long-term viability by establishing high standards for corporate social responsibility. More businesses ought to aim for this win-win scenario.

Cover Image: https://en.wikipedia.org/wiki/File:LEGO_logo.svg

Children Image: https://www.lego.com/en-us/themes/letsbuildtogether/building-challenges

Lego Globe Image: https://www.lego.com/en-us/aboutus/sustainability/reporting/

Quote 1: https://www.lego.com/en-us/sustainability/children/unicef-partnership

PET Brick Infographic: https://www.lego.com/en-us/aboutus/news/2021/june/prototype-lego-brick-recycled-plastic

Quote 2 and 3: https://www.lego.com/en-us/aboutus/news/2021/june/prototype-lego-brick-recycled-plastic

Invest Image: https://www.behance.net/gallery/5837133/LEGO-Editorial-Spread

Take Part Image: https://www.lego.com/en-gb/build-to-give

Encourage Image: https://www.brothers-brick.com/2020/09/15/lego-to-invest-400-million-in-sustainability-begin-phasing-out-plastic-packaging-next-year-news

Spread Image: https://www.saga.co.uk/magazine/entertainment/nostalgia/brickipedia-the-history-of-lego?ref=latched.ghost.io

Greenwashing: An Introduction & How to Spot it

In the environmentally conscious world society now lives in, businesses are increasingly promoting their green credentials. However, appearances can be deceiving.

What is Greenwashing?:

The term “greenwashing” is used to describe situations where companies give a false impression of their environmental friendliness. Coined by environmentalist Jay Westerveld in 1986, his original essay claimed the hotel industry falsely promoted the reuse of towels as part of a broader environmental strategy; when, in fact, the act was designed as a cost-saving measure. (Orange, E., & Cohen, A. M. (2010). From eco-friendly to eco-intelligent. The Futurist, 44(5), 28–32.) The deceptive practices from businesses can mislead consumers who are trying to make eco-friendly choices.

Greenwashing can take many forms. It could include ambiguous wording, irrelevant claims, and even deceptive labels.

For instance, a business might label a product as “all-natural”, even though there is no standard definition for this claim, and it doesn’t always imply environmental friendliness, or creating packaging that is coloured green or decorated with flowers and plants to make it look less harmful than it is.

Alternatively, a company could highlight a single, minor environmentally friendly aspect/benefit of a product, while ignoring other, more significant environmental impacts (https://www.bbc.co.uk/newsround/58465027). It is often hard to determine whether a company’s products are eco-friendly or sustainable without researching the backgrounds of the companies.

Why is Greenwashing a Problem?:

The impact of Greenwashing can be far-reaching. When a customer buys a product or completes an activity thinking they are doing positive things for the environment, this can prove not to be the case and in some circumstances be causing more harm without the public being aware that it is. Greenwashing also undermines the efforts of businesses that are genuinely trying to be environmentally responsible. Consumers may become cynical and distrustful of all green claims because of businesses lying and participating in greenwashing which can discourage consumers from making eco-friendly choices.

Trust in green claims is fragile and, unless brands provide the right information to consumers in the right way, there’s a risk that consumers will give up. That’s bad for green business, bad for consumers and bad for the planet.” – Cecilia Parker Aranha, Director of Consumer Protection for the UK’s Competition and Markets Authority, Interview with Forbes Magazine, September 2021 

How can you spot Greenwashing?

Consumers should be on the lookout for buzzwords, evidence, verification and sustainability to identify greenwashing. Phrases like “eco-friendly” “all-natural” and even “farm fresh” are often indicators of greenwashing.

If consumers need more help, there is a list of green certifications (https://guides.loc.gov/green-business/businesses-going-green/standards-certifications), and the UK recognises lots from the list but these are a few examples to look out for:

Leaping Bunny –This means a product has not been tested on animals. 

B Corp – This means that a business is legally required to do beneficial things for the environment and the people who help create its products.

Carbon Trust – This meets a certain standard of carbon emissions reduction, meaning the product is trying to minimise its carbon impact.

Fairtrade – This means a product has been made by people who received a fair wage for their work.

Forest Stewardship Council (FSC) This means a product is made using sustainable or responsibly managed wood sources.

Consumers should also make sure that, along with the logos and marks on products, they look out for token gestures, such as highlighting a single “green” feature while ignoring other more important issues with the environment and try to avoid these tactics.

Even though greenwashing is a serious problem, increased awareness and transparency can help to combat it. Consumers need to be on the lookout and make sure they question claims made by businesses. However, businesses should also have an obligation to communicate openly and honestly and to have a genuine responsibility and pride in their environmental actions (https://www.greenpeace.org.uk/news/what-is-greenwashing/).

Cover image: https://www.un.org/en/climatechange/science/climate-issues/greenwashing

Greenwashed products: https://www.keepknoxvillebeautiful.org/kkb-blog/it-all-comes-out-in-the-greenwash

Quote: https://www.forbes.com/sites/jessibaker/2021/09/21/3-things-brands-must-do-to-comply-with-the-green-claims-code/#:~:text=As%20Cecilia%20Parker%20Aranha%20(the,there’s%20a%20risk%20that%20consumers

Company Logos:

Volkswagen’s Emissions Scandal: An Examination of Greenwashing and its Repercussions

An enormous scandal rocked the automotive sector in 2015. VW (Volkswagen), the prestigious German carmaker was involved in a massive pollution scandal that was dubbed “Dieselgate”. VW was found to have installed “defeat devices” in its diesel vehicles in order to manipulate emissions tests, a revelation that rocked the industry and beyond (https://www.bbc.com/news/business-34324772).

Unmasking the Scandal:

The U.S. Environmental Protection Agency (EPA) discovered that many Volkswagen vehicles sold in the country were equipped with “defeat devices” – sophisticated software in diesel engines that could recognise when the engines were being tested and modify their performance to improve the outcome.

What was the outcome? Nitrogen Oxide pollution from the engines was up to 40 times more than what was allowed in the United States. VW eventually acknowledged that these misleading devices were installed in about 11 million vehicles worldwide, including 8 million in Europe (https://www.independent.co.uk/news/business/analysis-and-features/volkswagen-emissions-scandal-forty-years-of-greenwashing-the-welltravelled-road-taken-by-vw-10516209.html)

Corporate Repercussions:

“We all know that we have let down customers, authorities, regulators and the general public here in America, too…. We are — I am — truly sorry for that. And I would like to apologise once again for what went wrong with Volkswagen.” – CEO Matthias Mueller

The Scandal inflicted a severe blow to VW’s financial situation. The business was forced to set aside €6.7 billion (£4.8 billion) to cover the expense of recalling and fixing the impacted cars. As a result, the business recorded its first quarterly loss of €2.5 billion in 15 years. Furthermore, after resolving a High Court lawsuit regarding the installation of emissions-cheating devices in its cars, Volkswagen was left with a large compensation payment for more than 90,000 drivers in England and Wales.

Shareholder Impact:

The scandal also took its toll on VW’s shareholders. Since VW admitted in September 2015 that it had misled US authorities about pollution the company’s shares lost nearly a third of their value around 22 billion euros. In the first two months alone following the scandal, the business lost around half (46%) of its pre-scandal value in terms of stock prices, and even five years after the scandal, it continued to be 35% below its original stock price. https://www.learnsignal.com/blog/volkswagen-emissions-scandal-overview-2/).

Consumer Fallout:

In terms of its consumers, they were also significantly impacted by the scandal. Some Volkswagen owners became concerned about their vehicle’s impact on the environment, while others were worried about the vehicle’s resale value. More than half of VW consumers said that had been deterred from purchasing a diesel VW in the future. As part of the High Court Settlement, VW had to pay out £193 million (https://www.bbc.co.uk/news/business-61581251), to be divided between among the claimants in proportions that were agreed by their solicitors, along with an additional sum to cover their legal expenses (https://www.theguardian.com/business/2015/oct/15/vw-customers-demand-answers-and-compensation-over-emissions-scandal).

Greenwashing Exposed:

The VW emissions scandal is a prime example of greenwashing and shows first-hand a company projecting a false image of its environmental continues and friendliness to its consumers but doing the opposite in practice. Volkswagen had launched a significant drive in the sale of diesel vehicles to the United States, and a continued effort in Europe, supported by a massive advertising campaign that praised the low emissions of its vehicles. In actuality, the cars were generating up to 40 times as much nitrogen dioxide as was legally allowed.

“Three Old Wives Talk Dirty” – VW, 2015

This is a video from the advertising campaign VW in 2015 and shows first-hand the company’s attempt to greenwash its cars, which ultimately added to its downfall when the scandal broke, and led to them also getting sued by The U.S. Federal Trade Commission (FTC) for falsely advertising that hundreds of thousands of its diesel vehicles were environmentally friendly (https://europe.autonews.com/article/20160329/COPY/303299941/vw-sued-by-u-s-gov-t-agency-over-clean-diesel-ad-claims).

The Aftermath:

In the aftermath of the scandal, VW dealt with a plethora of lawsuits, as mentioned throughout this post. In the US alone, the company agreed to a settlement of $14.7 billion. This included $10 billion to buy back affected cars, $2.7 billion for environmental mitigation, and $2 billion for research into zero-emissions vehicles. There were also major adjustments brought about by the crisis at VW.

The corporation declared that it would invest billions in new models and technology in order to establish itself as a global leader in electric vehicles. This was a dramatic shift in the company’s approach as it did eventually work to restore its tarnished reputation.

Conclusion:

The Volkswagen emissions scandal served as a clear warning about the repercussions of greenwashing. It emphasised how crucial it was and still is for a company’s environmental claims to be truthful, honest and open. Companies need to make sure that their environmental commitments are more than just marketing speak, as regulators shareholders and customers demand greater accountability.

Cover Image:  https://www.caranddriver.com/news/a15339250/everything-you-need-to-know-about-the-vw-diesel-emissions-scandal/

Unmasking the scandal diagram & graph: https://www.nytimes.com/interactive/2015/business/international/vw-diesel-emissions-scandal-explained.html

Quote: https://www.npr.org/sections/thetwo-way/2016/01/11/462682378/we-didnt-lie-volkswagen-ceo-says-of-emissions-scandal

Shareholder impact graph: https://www.theguardian.com/news/datablog/2015/sep/22/scale-of-volkswagen-crisis-in-charts

VW Video Campaign: https://vimeo.com/352056532

Greenwashing in Advertising: The Cases of Oatly, Innocent Smoothies, and Lipton Iced Tea.

In the last blog post, I covered the Volkswagen emissions crisis, a prime example of corporate greenwashing. In this post, while still focusing on investigating greenwashing, I will be looking toward the advertising industry. Specifically, giving attention to the situations of Oatly, Innocent Smoothies and Lipton Iced Tea – three businesses whose advertisements have been banned for making false environmental promises.

Oatly: A Case of Misleading Environmental Claims

With its alternative milk products, the Swedish plant-milk company Oatly has caused a stir in the dairy-free market. In 2022, the company came under fire when the Advertising Standards Authority (ASA) upheld complaints against some of its adverts (https://www.bbc.com/news/business-60128075).

The ads, which used the slogan “Need help talking to dad about milk?”, made unsubstantiated environmental claims. The adverts compared the overall carbon footprint of omnivorous diets and dairy milk with that of the company’s products. However, the ASA discovered that Oatly had no or made no attempts to back up its claims with evidence.

The ASA stated that the line of advertisement was misleading because Oatly based the claim on the comparison of only one of its products, Oatly Barista Edition, with that of full cream milk. The ASA declared the advertisement to be deceptive and said that consumers would comprehend the claim to encompass all of Oatly’s products (https://www.theguardian.com/media/2022/jan/26/oatly-ads-banned-by-uk-watchdog-over-misleading-green-claims). See the advert below:

“The dairy and meat industries emit more CO2e than all the world’s planes, trains, cars, boats etc., combined” was the text of a similar social-media-based advertising campaign. The ASA said simply that Oatly had not compared like for like (https://www.asa.org.uk/rulings/oatly-uk-ltd-g21-1096286-oatly-uk-ltd.html).

Innocent Smoothies: Misleading Green Messaging

Innocent Smoothies, a UK-based company known for its fruit smoothies and juices, was also criticised for its advertising. After finding that Innocent’s adverts were not so innocent (pun intended), and ‘misled’ consumers about the company’s environmental impact, the ASA banned the ads (https://www.bbc.com/news/business-60481080).

The ASA also raised its concerns about the adverse effects on the environment from the extraction of raw materials and subsequent processing involved in the production of its plastic bottles. Without counting the caps and labels, 50% of the bottles that Innocent sells in the UK are of virgin materials and the other 50% are made from recycled materials.

The authority declared that the advertisements were ‘misleading’ since they “implied that purchasing Innocent products was a choice which would have a positive environmental impact when that was not the case”(https://www.asa.org.uk/rulings/innocent-ltd-g21-1111827-innocent-ltd.html).

Lipton Iced Tea: Misleading Recycled Materials Claims

The ASA has also criticised the well-known beverage brand Lipton Ice Tea, for making false representations regarding the contents of their bottles. The company had advertised that all of the materials used to make their bottles were recycled. However, after determining that the advertisements were deceptive, the ASA banned them (https://www.belfasttelegraph.co.uk/news/lipton-ice-tea-and-aqua-pura-water-ads-banned-over-recycled-bottle-claims/41254287.html).

 “We did not intend to mislead anyone with this ad, we were simply celebrating that the plastic bottle is now made from 100% recycled PET. For complete transparency, we added a note on the ad itself to clarify that it did not include the label and cap. We believed that to be clear and are sorry to hear that anyone may have felt misled.” – Pepsi Lipton spokeswomen

The investigation by the ASA also found that despite the claims of sustainable and recycled materials from Lipton, the caps and labels of the bottles sold worldwide were in fact not made from recycled materials at all.

The false statements by the company would potentially lead to consumers buying the products believing again, much like in the cases of Oatly and Innocent, that they were making a better choice for the environment which was true, and therefore showed the company to be constituting greenwashing in their adverts, leading to the bans from the ASA.

Conclusion

Much like my previous post on the VW scandal, the incidents involving Oatly, Innocent and Lipton highlight how the problem of greenwashing has expanded into advertising in the food/beverage industry. Like VW these companies were tempted to make bold claims about the environmental impact of their products, without the evidence to back themselves up.

Consumers are always looking to be environmentally friendly, and while the automotive industry is not the easiest to be that in, many consumers like to think that their food and drink choices are an easy way to try to be environmentally conscious. This is leading to companies feeling like they almost have to make these unsubstantiated claims to keep their customer base and draw in new business. However, as these cases show, not all claims are what they seem, and this could be more damaging to a company than if they stayed true to their original ethos, morals, and ethics or simply made claims to consumers that could be backed with substantial evidence.

Cover Image: https://www.campaignlive.co.uk/article/otter-saves-day-innocent-drinks-campaign-fix-planet/1716326

Oatly still: https://www.veganfoodandliving.com/news/oatlys-help-dad-campaign/

Oatly Advert: https://youtu.be/JHHBApQ6PA0

Innocent still: https://www.campaignlive.co.uk/article/otter-saves-day-innocent-drinks-campaign-fix-planet/1716326

Lipton still: https://twitter.com/pepsico_uk/status/1428708307674480643

Quote: https://www.belfasttelegraph.co.uk/news/lipton-ice-tea-and-aqua-pura-water-ads-banned-over-recycled-bottle-claims/41254287.html