To find an example of how profit-seeking businesses achieve their corporate social responsibility goals, look no further than the food and drink industry (FDI). Whether we agree or not, the social and government pressures on the FDI to address obesity in their marketing and product strategies continue to be powerful motivators. FDI companies can trace the start of CSR programs as reaction to increased legislator attention and litigation concerning high calorie foods and drink products.
Showing remarkable foresight, Kraft and PepsiCo inspired hope for an industry struggling to find profitability when considering reshaping entire lines of product. Past and current investment brings healthy alternatives to their core markets and exemplifies the use of market incentives to holistic corporate social responsibility. In the case of Kraft and PepsiCo, branding for health as a strategy produced increased share price, meaningful change in corporate behavior, improved image perception of the industry, and grew the market for other CSR inspired efforts. Continuing to invest in this type of product development harmonizes the profit, people, and planet dimensions of corporate social responsibilities.
Inspired by Universum’s CSR Top 10 and curriculum study of Shifting blame/selling health: corporate social responsibility in the age of obesity.