Abordagem ética do consumidor

EFINITION OF ETHICAL CONSUMERISM The buying of products that are made  ethically Define “ethically” Ethically made products are those made with  the least harm to the environment and animals and no exploitation of humans or human labor

3. DEFINITION OF ETHICAL CONSUMERISM Ethical consumerism also requires  consumers to think about their carbon footprint when choosing which goods/services to buy from which companies

4. DEFINITION OF ETHICAL CONSUMERISM Four types of consuming  Positive buying Buying ethically-made products  Negative buying  Not buying unethically-made products  Company-based purchasing  Choosing whether or not to support a company  based on the goods it produces Fully-screened approach  Combination of the three methods above 

5. 2004 CONE CORPORATE STUDY Objective: To study American attitudes  toward corporate support of social issues.  Social issues include issues focused on human rights, the environment, politics, etc. Findings: “Companies must get involved with  social issues in order to protect and enhance their reputations.”

6. HIGHLIGHTED FINDINGS In the event I found out about 2004 company’s negative practices Consider selling company’s stock 80% Refuse to invest in company’s stock 80% Refuse to work at that company 75% Boycott company’s products and 73% services  18-25 year olds more likely to consider company’s citizenship when making purchases, employment, and investment decisions. Question: Are these statistics surprising? Truly, would 75% refuse to work at a company, given their negative practices? All talk, no action?

7. 2006 CONE MILLENNIAL CAUSE STUDY Findings:   “Millennials [people born 1979-2001] say they are prepared to reward or punish a company based on its commitment to social causes.” Socially and Environmentally ResponsibleBiz’s reap Rewards 83% will trust a company more if it is socially/environmentally responsible. 69% consider a company’s social/environmental commitment when deciding where to shop. 89% very likely to switch from one brand to another that is about the same in price and quality, if the other brand is associated with a cause 79% want to work for a company that cares about how it impacts and contributes to society

8. WHAT IS DRIVING CR TODAY? BSR/Cone 08 CR in a New World Survey   CR professionals attitudes and expectations Reputational benefits are increasingly 84% important More demands on businesses to solve 72% societal problems Stakeholder demands are increasing 80% CR is increasing seen as a driver of 57% innovation

9. ACTIONS BY BUSINESSES

10. We - the mass of common men and women in all countries - also compose the world's market. To sell to us is the ultimate aim of the world's business. Hence it is ourselves as consumers who stand in a central relation to all the economies of the world, like the king in his kingdom. As producers we go unto a particular factory, farm or mine, but as consumers we are set by nature thus to give leadership, aim and purpose to the whole economic world. That we are not kings, but serfs in the mass, is due to our failure to think and act together as consumers and so to realize our true position and power. -Percy Redfern, The Consumers' Place in Society, 1920

11. Not There Yet Company Ethiscore (Out of 20 ) Apple Inc 8 Ebay Inc (12.5) McDonald’s 3.5 Starbucks 4 Exxon Mobile 2 Amazon.com Inc 6

12. CONSUMERS PUSH FOR POSITIVE BUYING •Positive buying- Favoring ethical products, be they fair trade, cruelty free, organic, recycled, or re-used. •Companies must rise to the challenge and clearly define and articulate their corporate social responsibility (CSR) values. •Consumer interest in CSR is unlikely to diminish over the coming years and ignoring consumers' interest simply gives your competition time to establish leadership.

13. SOCIAL ACCOUNTING Seven out of 10 consumers are unsure which  companies are telling the truth  More than two-thirds do not think companies are being genuine.  Social accounting supersedes the traditional audit audience, including suppliers of inputs, employees and trade unions, and governments.

14. AUDITS BY FIRMS Because there is a wider more influential  audience it is a good idea to have reports audited by a third party.  By 2005 52% of the Fortune Global 250 largest firms produced corporate responsibility reports separate from their annual financials, of which 30% were independently verified, usually by accounting firms

15. NIKE’S AUDIT OF LABOR RIGHTS A confidential Ernst &  Young audit of labor and environmental conditions inside a Nike factory in Vietnam was leaked to the Transnational Resource &