Toast Ed.
Last time, we discovered that engaging in CSR activities can have at least one serious benefit- reduced penalties from courts of law. Naturally, this got me interested in just how much of an effect this could have when the industries (and the products they produce) are quite controversial, and the target of insatiable criticism. While scrolling through several articles on this topic, I stumbled upon a little research paper entitled: “Smokescreens and beer goggles: How alcohol industry CSM protects the industry”. Of course, I am not against the concept of drinking- it can actually “loosen someone up”, allowing them to stop constantly worrying about being socially acceptable, and reveal their true nature to everyone. However, I personally haven’t had any alcohol in a very long time, but only because it seems to have practically no effect on me, thus making it a rather poor investment (I’m still a fun guy, honest). Regardless, I believe that I am perfectly capable of remaining objective while reviewing this- therefore, let’s begin!
From the very beginning, the authors explain how Corporate Social Marketing (CSM) is one of several initiatives companies can undertake to demonstrate their Corporate Social Responsibility, without any mandates from the government. Immediately afterwards, they express their suspicions about the collective commitment made by leading alcohol brands in 2012 “to build on their long-standing efforts to reduce harmful drinking through the Beer, Wine and Spirits Producers’ Commitments” (http://www.producerscommitments.org/default.aspx). The authors then proceed to introduce their hypothesis: that the “responsible drinking” CSM campaigns improve public knowledge about the assortment of products the industry has to offer, but do not discourage harmful or underage drinking. To support their claim, they bring up various cases resembling those of“Anheuser-Busch”, which spent $19.9 million on ‘responsibility’ advertising between 2001 and 2005, and claimed to be ‘the global industry leader in promoting responsibility’- however, during the same period, “Anheuser-Busch” had also spent $1.6 billion on television product advertising.
Clearly, the authors (Sandra C.Jones, Austin Wyatt, and Mike Danube) believe that they have sufficient evidence to suggest that the CSM activities, which serve to safeguard the industry from “restrictive policies and declining sales”, may, in fact, be detrimental to the community. They are quite persuasive in their arguments. However, I have stated from the very beginning that this is quite a controversial topic- the slightest hint of subjectivity may lead any researcher astray. It should be noted that Sandra Jones works at the Australian Catholic University- which means that there is always a possibility of bias, due to possible ulterior motives and agendas. I personally agree that the products in question do indeed share “the dual characteristics of being harmful and having the potential for the consumer to lose control of their consumption”- however, I also believe that these industries will continue to exist, regardless of our opinion. After all, they are kept afloat by a substantial demand from the world’s population, as well as the tax dollars they contribute- the fact that they are doing anything at all is already a great blessing for us. Whether or not this will make a difference in the long run- only the future will tell.
Jones, Sandra C.; Wyatt, Austin; Daube, Mike (2016-12-01). “Smokescreens and Beer Goggles: How Alcohol Industry CSM Protects the Industry”. Social Marketing Quarterly. 22 (4): 264–279. Retrieved 2018-06-20.