Environmental Responsibility or Greenwashing? Philip Morris’ Societal Alignment Strategy Joshua S. Yang Department of Health Science California State University,

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Presentation transcript:

Environmental Responsibility or Greenwashing? Philip Morris’ Societal Alignment Strategy Joshua S. Yang Department of Health Science California State University, Fullerton Funding Source: NCI CA

“Will Big Business Save The Earth? “…we should get over the misimpression that American business cares only about immediate profits, and we should reward companies that work to keep the planet healthy.” - Jared Diamond New York Times, 5 December 2009

Societal alignment: “Shorthand way of saying we want to be and be seen as a responsible manufacturer and marketer of our products.” (emphasis added) tid: wtb22c00

Areas of Alignment Youth smoking Health effects of tobacco products Support of “reasonable” regulation Responsible marketing Comply with regulatory requirements Reduced harm products Value employees Engage with business partners Reduce environmental impact Community development Ensure return to investors

The health effects of tobacco products The expectation… tid: hob06c00 “…a responsible tobacco company must ‘acknowledge’ both ‘the health effects’ and ‘the addictiveness’ of their products.”

“Coming clean” on the health effects of tobacco products The alignment… “…we should pay close attention to the concerns and criticisms of public health authorities… the public expects that from us.” (emphasis added) tid: syt86coo “…agree with the over- whelming medical and scientific consensus that cigarette smoking is addictive and causes serious diseases…”

“Coming clean” on the health effects of tobacco products The truth… PM has not admitted deception in previous statements on the health effects of smoking PM has not changed its legal position on the health effects of smoking “Agreeing” is not accepting liability

PM Public Opinion Data, 2004 Wish there was some way to eliminate cigarettes 68% All cigarette advertising should be banned62% Right and responsible thing to do… go out of business59% tid zpe95a00

Discussion “Sustainability” must be broadened to keep not only the planet healthy but people healthy as well. Benefits of environmental initiatives should not mask the social costs of a corporation’s continued operation. “Societal alignment” was a selective repackaging of previous positions on key issues.