Reflections Writing

Running Head: FIRST REFLECTION 2

FIRST JOURNAL ENTRY 2

                                        

MADS 6645: Marketing Social Change

Assignment #1: First Reflection

Prepared for Rajesh Kumar

FDU

Prabhjeet Kaur

1889090

 

Objective

This is my first reflection for the course and I will be working on the quote “Research has documented that “[i]n response to pressures to be more socially responsible, corporations are becoming more active in global communities through direct involvement in social initiatives” (Hess & Warren, 2008, p. 163). Defined as “a commitment to improving community wellbeing through discretionary business practices and contributions of corporate resources” (Kotler & Lee, 2005, p. 3)”. According to this quote, many companies are now actively working towards community well-being which only became possible due to the increasing pressures on these firms. 

Reflective

This quote reminds me of the renowned corporate companies such as Coca Cola, Pepsico, Nestle, H&M, Walmart, etc. which are taking initiatives to help the society. I remember commercials from companies like ITC and Hindustan Unilever, used to say that part of the spending will go to some projects for community development. Little did I know at that time, that these companies were practicing corporate social responsibility. They were communicating their cause-related marketing through television. One such program was ITC’s Primary Education programme which aimed to provide quality education to children from weaker sections of the society (ITC’s Primary Education Programme, n.d.). I remember there was a message behind every “classmate notebook” product by ITC citing the Primary Education Programme and how the company is working towards meeting the essential need for child education.

This made me realize that most of the companies nowadays are doing community development initiatives. This helps in building the reputation of the company along with societal benefits. Being a consumer, we tend to buy more from the company which seems to work for the environment, health or education. There has been tremendous pressure on companies to do such initiatives to keep them alive in the long run.

Another example is Coca-Cola which has been under the radar of environmental NGOs due to its plastic and water wastage. In a recent report by Environmental NGO Greenpeace, Coca-Cola was ranked first in the list of polluters worldwide. In response to this pressure, Coca Cola reaffirmed that the company has led sustainability initiatives to reduce plastic waste and alternative packaging innovation (Neo, 2019). These commitments to address the environmental problems and other social works are called corporate social responsibility were, in this case, arose from stakeholder pressures.

Interpretive

The quote brings forward the role of corporates in social marketing campaigns. The agenda of an NGO’s campaign becomes the corporate’s agenda and they work together in a strategic partnership to fulfill their goal which is to benefit the society. I believe a corporate company must do its part to provide quality education, proper living standards, health and other benefits to society. I feel that it is necessary to give back to society to maintain peace and harmony apart from the financial benefits. All the corporate businesses must come forward to take part in corporate social initiatives and take charge of their responsibility towards the environment.

This is not limited to business companies only but to our educational institutions and individuals as well. I have actively participated in my school’s volunteer social work to give something good to the society. My school used to organize various cause-related plays that were part of the social marketing campaign. Some plays reflected social issues like drug abuse, female foeticide, environmental pollution, etc. My school, at its level, was doing social initiatives to aware students and their families regarding the social issues in the society and the need to change the behavior. I remember, my school had also organized a workshop for us to keep ourselves safe from dengue and malaria.

Decisional

To support the companies which perform corporate social responsibility, I will consider buying from them more often. It seems appealing to help the corporation working for the cause indirectly and deliver our share of service as much as we can. For instance, if I see a product worth $20 and there are other similar options available at $19, I will tend to buy the $20 product, knowing that it is paying part of my spending to a good cause.

The company, where I was previously working was doing philanthropic work to help the community which made me happier working for them as it reflects the sense of responsibility towards the society. Moreover, in the future, I would like to work for a company that supports societal development through social initiatives. I feel that there is a need to engage the employees of the big firms in performing their social duty towards the community. 

Amidst the current COVID-19 crisis, many corporations need to come forward to help healthcare workers and other hospital staff by providing them the necessities out of their corporate social responsibility.

Additional:

https://youtu.be/p2iQ_h1mPaY

References:

Cheng, H., Kotler, P., & Lee, N. (2011). Social marketing for public health: global trends and success stories. Jones & Bartlett Learning.

Hess, D., & Warren, D. E. (2008). The meaning and meaningfulness of corporate social initiatives. Business and Society Review 113(2), 163–197.

ITC’s Primary Education Programme (n.d.). Retrieved from https://www.itcportal.com/sustainability/primary-education-programme.aspx

Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. Hoboken, NJ: John Wiley & Sons.

Neo, P. (2019, November 18). 'False solutions'? Coca-Cola, PepsiCo respond to Greenpeace report ranking Top Global Polluters. Retrieved from https://www.foodnavigator-asia.com/Article/2019/11/18/False-solutions-Coca-Cola-PepsiCo-respond-to-Greenpeace-report-ranking-Top-Global-Polluters