Voicing your ethical stance

Roberts, Jo. "Voicing your ethical stance. (cover story)." Marketing Week (01419285) 33, no. 10 (March 4, 2010): 14-18.

Coke, like Walgreen’s, recently launched a CSR website called “Live Positively”. It provides sustainability information as well on issues such as water, packaging and climate change. They also used deliberately chosen language to be accessible and easily understood to as wide an audience as possible (Roberts 2010). Many large companies are finding that adopting sustainable practices in their operations is having a positive influence on their image. As well as the CSR websites mentioned earlier that many more companies have available now, there are other areas where a company can prove itself as environmentally interested. Organizations such as the World Wildlife Fund and Greenpeace are willing to partner up for promotional purposes, but only after the interested company proves itself worthy of their backing. When seen by consumers that Coke, for instance, has a relationship with the WWF, it produces a positive feeling in the consumer. In short, utilizing green third parties can have a tremendously positive effect on the consumer attitude toward a company, regardless of any previous feelings.