1. Taking Action Ethically
Chapter 10.3
Taking Action Ethically

2. Taking Action Ethically - Consumer Activism
Consumer groups actively discourage the use of products produced under poor conditions
Examples:
Students against sweatshops (U of T)
PETA – People for the Ethical Treatment of Animals

3. Taking Action Ethically - Consumer Activism
Companies are beginning to respond to issues
Examples:
Nike - looking at alternatives to sweatshops
Wal-Mart / The Gap - pledged to ban use of child labour
Home Depot - stopped buying old growth wood

4. Future Directions for Multi-National Corporations
Contributions of NGOs/ NPOs
NGO: Non-Governmental Organization
NPO: Not-For-Profit Organization
Work to bring positive and necessary change by lobbying (meet and discussion)
Financed by members of the public or from corporations (corporate philanthropy)

5. Future Directions for Multi-National Corporations
Examples of NGOs:
World Business Council for Sustainable Development companies from 30 countries and 20 industries trying to promote sustainable growth
Ethicscentre.ca - Current issues in business ethics
TakingitGlobal (TIG) -190 countries, 1000s of members, ‘create a world that inspires young people to make a lasting positive change’

6. Class Work
What are some of the challenges of MNC trying to be ethical?
Describe three ethical concerns about Multinational products that have been expressed by consumers.
How have three NGO’s helped improve conditions in developed countries?

7. Cultural jamming: “hijacking” a brand’s name, images, logos, etc
Cultural jamming: “hijacking” a brand’s name, images, logos, etc. to create awareness for a cause or issue.
Iman’s image was replaced by a bushman and “A diamond is forever” replaced by “The bushmen aren’t forever”.
Some issues are very low profile with little or no media attention. A cause will often link itself to a corporation to create awareness through negative publicity for the corporation.

8. Examples:
Joe Camel spoofed to Joe Chemo to create awareness for smoking & cancer
Supersize Me and McDonald’s
Positive examples:
Ben & Jerry’s and rainforests
Bill Gates (Microsoft) & his foundation
Avon & breast cancer awareness