C O R P O R A T E S O C I A L R E S P O N S I B I L I T Y
CSR
“Consumers expect corporations to be engaged in their communitiesin ways that go beyond just making financial contributions.”
Source: Rethinking Corporate Social ResponsibilityA Fleishman-Hillard/National Consumers League Study / 2007
• We are responsible to the communities in which we live and work and to the world community as well.
• We must be good citizens - support good works and charities and bear our fair share of taxes, We must encourage civic improvements and better health and education.
• We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.
JNJ’s CREDO
Robert Wood Johnson - 1943.
“Consumers are going online not only to gather CSR information from what they perceive as credible sources but also to disseminate CSR
information.”
• Long-term Commitment/Talent
Retention > $
• Personnel Satisfaction > $
• Enhance brand image and reputation > $
• Increase sales & customer loyalty > $
• Great use of Digital Technologies
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What Should Corporations Do?
• Monitor consumer perceptions on the Internet and in other arenas and become GENUINELY involved with their community.
• NOT expect that consumers will be getting their information ONLY from company-generated sources alone.
• A great number of consumers will be SKEPTICAL and will check up on any claims.
JNJ’s CSR in Digital World
• Web Sites• http://www.babycenter.com.au/• http://www.access2wellness.com/• http://www.discovernursing.com/• Blogging• http://www.jnjbtw.com/• http://www.kilmerhouse.com/ (History)• Social Networking• http://www.facebook.com/ADHDMoms• http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003788871• Applications • http://www.facebook.com/applications/Acuminder%E2%84%A2/27415190831• Online Video • http://au.youtube.com/user/JNJhealth• Wikipedia• http://en.wikipedia.org/wiki/Social_responsibility
