Walmart's Ambiguous CSR - Sarah Brault

As we all know modes of consumption are changing with access to megabytes of information consumers are internalizing environmental and social issues and expressing their desire to make quotsmarterquot and more quotresponsiblequot purchases What kind of business challenges does this shift mean in terms of management and communication Walmart39s inconsistent adhesion to CSR principlesits decision to adopt ecofriendly measures while selling antiwrinkle creams to girls as young as eight years oldprovides a good launching pad for the discussionNot dissimilar to the French supermarket chain Casinowhich launched a carbonlabeling initiative on a selection of products back in 2008Walmart has embarked on developing a solid sustainability strategy seeking ways to reduce its environmental footprint and improve its overall social impact Given the complexities of creating a reliable index to help customers make good choices Walmart has leveraged the talents and insights of myriad academics and industry partners to help set it standardsAs reported by Jack Neff in Ad Age a brand like Walmart can take advantage of its size and reputation to put pressure on suppliers to align with new standards of sustainability This is highly laudable so then it seems all the more strange that Walmart is failing to use its influence in a positive manner when it comes to GeoGirl a new line of antiaging products for girls between the ages of 8 and 12 As Dorothamp233e Werner points out in the current edition of French Elle quotWhat happens in the head of a nineyearold if we tell her that to grow up is to become old and uglyquotDespite its genuine effort to become a greener actor Walmart has obviously ignored the social and ethical aspects embedded within the concept of sustainability Many people are asking how the retailer can justify the distribution of such notneeded products to a young and impressionable age group This business decisionagain inconsistent with other positive ecofriendly strategies is quite probably going to contribute to unnecessary and fictitious anxiety among young people Walmart would surely serve the world better if it used its resources to support programs that build girls39 self esteem encourage them to do well in school and empower them to solve the world39s problems when they inevitably do grow upPerhaps the worst part of the story lies in Walmart39s hypocritical communication to camouflage the controversial nature of the products Walmart has emphasized the ecofriendly no parabens composition and packaging of the products But clearly the green label should not be used as a front for selling unethical productsIn our postcrisis and social world people are clamoring for business to do the right thing Companies need to think about all stakeholders they need to think about the planet39s future and fully engage in CSR strategies that embrace all plateaux environmental economic ethical and socialSarah Brault is studying international and comparative politics at the American University of Paris with a particular focus on the question of power and value within 21st century world politics Sarah can be reached at sarahbraulthotmailfrCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Walmart's Ambiguous CSR - Sarah Brault

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