In today’s society it seems that one of the ugliest and most despicable things one can be called by one’s opponents is a “capitalist”. Probably since Karl Marx’s “The Capital” capitalism and “the capitalist” have been having slightly negative overtones. This discredit surely arose because capitalism is widely associated with a ruthless greed for money and wealth without regard of losses.
Therefore, today many companies have incorporated and are led after a certain code of ethics that shall define a company’s social agenda and moral believes. This code of ethics is also known as Corporate Social Responsibility (CSR) and besides social aspects often also includes matters of environmental sustainability.
Certainly, many companies – huge multi-national corporations as well as SMEs – are truly dedicated to social equality, human rights and environment-friendly business processes. And often also see the necessity to “give something back to the society” in turn for the profits they make. But undoubtedly there are also firms that use the customers’ preference for sustainable and fair companies to develop clever marketing strategies that lead customers to believe whatever the firm wants them to believe.
Underneath, you can see two promotional videos published by the Coca Cola Company showing one of the many projects the firm undertakes.
After watching, please, let me know what you think about Coke’s campaigns and similar ones by other companies, below in the comments.
Do they really show social commitment or only try to create an image?