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Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents

Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry... corporations profit from increased Gconsumption of unhealthy products Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key (e.g. alcohol, tobacco and processed food characteristics of CSR strategies as described in the corporate documents of selected ‘Big Food’ and beverages), thereby contributing to the companies. development of non-communicable disease Methods: A mixed methods content analysis was used to analyse the information contained on 1-3 epidemics. Public health advocates have Australian Big Food company websites. Data sources included company CSR reports and web- called for increased focus on the tactics based content that related to CSR initiatives employed in Australia. used by these companies to promote their Results: A total of 256 CSR activities were identified across six organisations. Of these, the products and resist reforms that aim to majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) 1,3-5 prevent or minimise the harms caused. or community (19.5%). Such tactics are used by companies to Conclusions: Big Food companies appear to be using CSR activities to: 1) build brand image build their powerbase within societies, through initiatives associated with the environment and responsibility to consumers; 2) target including the creation of both ‘soft power’ parents and children through community activities; and 3) align themselves with respected (by influencing culture, ideas and cognitions organisations and events in an effort to transfer their positive image attributes to their own of the public, public health advocates and brands. health scientists) and ‘hard power’ (by building financial and institutional relations). Implications: Results highlight the type of CSR strategies Big Food companies are employing. By creating an environment in which These findings serve as a guide to mapping and monitoring CSR as a specific form of continued consumption is encouraged, marketing. profits can increase and regulation and Key words: industry, corporate social responsibility, marketing government intervention can be avoided. While there is extensive knowledge about marketing messages and the impact of customers and populations. For example, the tactics used by some types of global these on consumer behaviour. Less is known Big Tobacco invested substantial money into 6-10 corporations (e.g. tobacco), there is less about other marketing and public relations public relations efforts to deflect consumer understanding of the range of tactics used by strategies of Big Food. To illustrate the types criticism by arguing that cigarette companies other industries (e.g. processed junk food and of activities this may include, the following do not encourage abuse of the product, drink companies – ‘Big Food’). Initial studies section highlights current evidence regarding they simply provide choice and recommend suggest Big Food is now employing similar key strategies used by Big Tobacco and moderate consumption. The second tactics to those of Big Tobacco in response to Big Food to protect their products from strategy involves tactical campaigns that 2,11 growing societal health concerns. 2,6,7,11,16,17 regulatory reforms. emphasise freedom of choice and personal Previously, most research into the marketing responsibility to encourage consumers to The first strategy is the use of public relations strategies of Big Food has focused on 2,3,16,17 oppose regulation of the industry. These campaigns and public statements to state 12-15 product promotion. These studies types of initiatives emphasise self-control company concerns about the health of their have explored the nature and content of and hold individuals accountable for their 1. School of Health and Society, Faculty of Social Sciences, University of Wollongong, New South Wales 2. Australian Health Services Research Institute, Faculty of Business, University of Wollongong, New South Wales 3. School of Management, Operations and Marketing, Faculty of Business, University of Wollongong, New South Wales 4. School of Psychology and Speech Pathology, Faculty of Health Sciences, Curtin University, Western Australia Correspondence to: Ms Zoe Richards, School of Health and Society, Faculty of Social Sciences, Building 15, University of Wollongong, Northfields Avenue, Wollongong, NSW 2522; e-mail: znr953@uowmail.edu.au Submitted: January 2015; Revision requested: March 2015; Accepted: April 2015 The authors have stated they have no conflict of interest. Aust NZ J Public Health. 2015; Online; doi: 10.1111/1753-6405.12429 550 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia Food and Obesity Corporate social responsibility programs of Big Food own purchasing and consumption choices. deflect blame from their organisation on to To achieve this aim, the following research Big Food highlights individual responsibility individual consumers. questions were addressed: through messages of moderation that appear CSR initiatives were initially implemented by 1. Which types of CSR initiatives are on packaging. For example, food products Big Tobacco companies in the 1950s after being implemented by major Big Food produced by Mondeléz International that are scientific evidence established a causal link companies in Australia? high in sugar contain the words ‘Be Treat Wise’ 8 between smoking and lung cancer. With this 2. Who are the intended target audiences for on their exterior. evidence came a decline in social acceptance these CSR activities? The third strategy is the use of lobbying of tobacco products that led to companies tactics. Large corporations invest heavily implementing CSR programs aimed at Methods in lobbying to influence politicians and improving their corporate image and 2,3,21 8,10,23 block or stall regulatory efforts. For preventing legal and regulatory action. Approach example, Phillip Morris made large campaign For example, Philip Morris sought to improve A mixed method content analysis was contributions to politicians‘ pet causes in an its image by funding youth smoking cessation conducted on a sample of Australian Big effort to exert political influence at federal programs and aligning itself with anti- Food websites. Primary data sources included 10 10 and state levels. Lobbying activities may domestic violence campaigns. company CSR reports and web-based content also occur via industry-funded ‘front groups’. Less is known about how Big Food employs that related to CSR initiatives in Australia. For instance, Big Food funds groups that CSR tactics and the effects these strategies Company websites and CSR reports were work to oppose regulation of marketing to may have on consumption intentions. considered suitable information sources children, front-of-pack nutrition labelling Gomez et al. provided several examples of for the purposes of this study because and taxes on unhealthy foods. The fourth CSR programs in Latin and South America by organisations typically use these documents strategy involves co-opting policy makers and beverage company Coca Cola. These included to promote their major CSR initiatives to health professionals. To undermine public nutrition education and physical activity consumers. health intervention and policies, Big Food programs that promoted the adoption of a promote partnerships with health experts healthy lifestyle. Gomez et al. suggested Sample 3,16 and professional organisations. Finally, the that Coca Cola implemented such programs To increase the generalisability of results, a fifth strategy is funding research, which some to divert public attention away from the range of Big Food categories were included argue is used to generate data supporting negative health effects of its products, with to represent: a) fast food; b) sugar sweetened the industry’s position and produces biased scientific evidence linking sugar-sweetened beverages; and c) packaged foods high in research findings. beverages to increasing rates of childhood sugar, fat and/or salt. Using the academic Recently, researchers have questioned overweight and obesity. literature and corporate documents the role of a specific industry tactic – Dorfman et al. examined CSR campaigns available to the authors, companies were Corporate Social Responsibility (CSR) implemented by Coca Cola and PepsiCo selected for inclusion based on the following initiatives, which are often used to positively and outlined their specific intentions of subjective considerations. Companies were promote products, brands and industries increasing sales among youth, shifting blame considered for inclusion if they displayed to communities. CSR has been described from companies to individual consumers evidence of a formal CSR strategy and as an evolving practice that has come and preventing public regulation. Dorfman provided detailed information about these to include “companies’ economic, legal, et al. suggested that CSR campaigns initiatives on their websites. Following this, ethical, and philanthropic responsibilities implemented by Big Food differed from Big a literature search was conducted using to society, in addition to the company’s Tobacco in relation to increasing product two databases, Scopus and Web of Science, fiduciary responsibility to shareholders”. sales, as companies such as Coca Cola and to find evidence of previous CSR activities When companies acknowledge and act on PepsiCo have the potential to entice youth to used by the companies initially identified. these responsibilities, they are considered a become loyal, lifetime consumers by creating Companies found in the literature base ‘good corporate citizen’. Advocates of CSR 2,13,14,23,27,31,32 an emotional bond with their brands. This were considered for inclusion. argue that it can help companies meet these may contribute to the already alarmingly high Initially, 11 companies were identified in the responsibilities while addressing ‘higher’ rates of non-communicable diseases among search. These companies produced either social obligations. To meet the requirements individuals in these age groups. fast food (n=3), sugar sweetened beverages of groups beyond their shareholders, (n=2), or packaged foods (n=6) as their Public health experts assert that companies companies may implement CSR activities to primary product category. Of these, six were that invest in CSR initiatives are creating address societal concerns. In doing so, they extensively reviewed in the literature, and a conflict of interest when their products claim to accept an ethical obligation to the also provided detailed information about contribute to the burden of ill health (e.g. 24,25 public at large. However, critics of CSR their CSR strategies specific to Australia via obesity) in the first place. claim that such strategies are simply public their corporate websites. Based on these This study aimed to address the gap in relations initiatives designed to achieve considerations, the final sample included knowledge relating to the CSR tactics of Big ‘innocence by association’ as companies the Australian branches of: 1) Coca Cola; 2) Food in Australia, and provide a template for protect their profitability by aligning McDonald’s; 3) PepsiCo; 4) Nestlé; 5) Mars; and monitoring these tactics over time. themselves with social causes to improve 6) Mondeléz International (owner of Kraft and 10,23,26 their public image and avoid regulation. Cadbury). Using this approach, companies are able to 2015 vol . 39 no . 6 Australian and New Zealand Journal of Public Health 551 © 2015 Public Health Association of Australia Richards et al. Article to generate basic descriptive statistics by Development of the coding framework Data collection and analysis category and industry group in the form of An adapted version of the Inclusive Social Data were collected and analysed in a series frequency counts. Differences and similarities Rating Criteria (ISRC) was used to collect of steps in April 2014. First, websites were in CSR activities were then analysed across relevant data from the collated documents. scanned for relevant information. Drop- companies. This tool was originally developed to analyse down tabs with links to information on and evaluate the overall corporate social responsibility to communities, well-being of performance of a range of commercial communities and community development Results organisations. It includes seven categories were searched to identify relevant Two hundred and fifty-six CSR activities were (Community, Corporate Governance, information according to the CSR categories identified (Table 2). Of these, the majority Diversity, Employee Relations, Environment, identified. The information from each website fell into the categories of: Environment Human Rights and Product). The ISRC was was saved into a Word document, along (30.5%), Consumer Responsibility (25.0%) and used as the starting coding framework, and with a screen shot of each website address Community (19.5%). McDonald’s reported then modified to develop a new coding tool to allow website information to be revisited the most CSR activities (n=85, 33.2% of the that more accurately summarised the CSR if clarification was required. The most recent sample) and PepsiCo the least (n=14, 5.4%). activities of the industry under investigation. annual CSR reports were downloaded to This process involved: 1) retaining some of capture any information not available on the Environment the original categories within the ISRC that company’s website. The same data collection captured CSR activities relevant to the study; process was repeated one week later to check Diverse ranges of activities were included in 2) removing the categories of Corporate that all relevant material had been captured. the Environment category; however, they Governance, Human Rights and Product due clustered into four key themes. The first A coding spreadsheet was prepared to to their low relevance to the information Environment theme involved sustainability facilitate categorisation of the CSR activities contained in the sources utilised; and 3) and responsible sourcing programs (n=31). and recording of the intended target creating three new categories (Consumer These programs included sustainable practice audience. A target audience was determined Responsibility, Partnerships, Indigenous) committees, implementation of sustainable based on the CSR activity descriptions and to capture specific types of CSR activities practices (e.g. McDonald’s Sustainable related images in the coded content. In employed by Big Food that were not Footprint Assessment, which monitors particular, discernible demographic factors represented within the original framework. energy usage and carbon emissions) and (e.g. age, gender, ethnicity, education, responsible resourcing practices (e.g. Mars The ISRC framework classified CSR strategies employment status) and the benefits sources Rainforest Alliance Certified cocoa). targeting specific populations within the promoted were used to identify the likely The second theme was packaging initiatives broader Community category. The CSR target audience. Where an activity could (n=19). For example, Nestlé disclosed strategies identified through the course of the potentially be placed in more than one six packaging initiatives as part of their present review identified numerous strategies category, the category deemed to be most ‘Sustainability Hero Projects’ program, which that specifically targeted one particular dominant was selected. All data collection aimed to reduce the environmental impact of group – the Indigenous population. These and coding was performed by the first packaging material by 15%. The third theme strategies were considerably different in their author. Peer debriefing was employed to concerned programs that focused on saving focus from the other CSR strategies within ensure that the data collected were valid, or recycling resources (n=25) and involved the Community category, which instead and were coded and categorised correctly. recycling litter, water or energy. For instance, focused primarily on families and children Once the coding was finalised, SPSS was used across the broader population. To reflect this focus on Indigenous peoples, and the Table 1: CSR categories and definitions. potential for this to be a common theme in Category Definition other countries that also include Indigenous Environment Activities that aim to reduce or prevent environmental impact, for example by sponsoring national populations, a separate category was created environmental campaigns, endorsing government initiatives, adopting responsible sourcing practices, to capture Indigenous-specific CSR strategies. packaging initiatives, and various programs that focused on saving or recycling resources (e.g., litter, water, energy). The inclusion of this additional category will Consumer Responsibility Activities relating to the responsible marketing initiatives and policies of the company in relation to enable similar strategies to be mapped in health, for example health initiatives, provision of nutrition and health information, and resources that future, both in Australia and abroad. The new promote healthy behaviour. categories were developed using qualitative Community Activities relating to the support of community programs and events, for example supporting sporting thematic analysis techniques to group events, non-profit organisations and volunteer programs. identified strategies that weren’t aligned with Partnerships Activities relating to partnerships formed between companies and professional and not-for-profit existing categories of the ISRC framework. organisations to advance and promote research, and foster community development. Definitions of the relevant individual CSR Employee Relations Activities that provide professional development and education opportunities for staff members, implementation of equal employment policies, and programs that promote employee health and activities are provided in Table 1. wellbeing. Based on the resulting framework, a coding Indigenous Activities that support not-for-profit organisations that implement programs for the Indigenous spreadsheet was prepared allowing CSR population, for example developing leadership and mentoring skills, promoting sport, and improving public space, and infrastructure in Indigenous communities. activities to be categorised and the intended Diversity Programs aimed at populations identified as experiencing disadvantage, for example migrant target audience to be recorded. populations, disadvantaged youth, and individuals with disabilities. 552 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia Food and Obesity Corporate social responsibility programs of Big Food Table 2: CSR initiatives by company and CSR category. Company Environment Consumer Community Employee Partnerships Indigenous Diversity Total Responsibility Relations McDonald’s 32 10 20 16 6 0 1 85 (41.0%) (15.6%) (40.0%) (59.3%) (24.0%) (0%) (20.0%) (33.2) (37.6%) (11.8%) (23.5%) (18.8%) (7.1%) (0%) (1.2%) (100.0) Nestlé 27 24 8 5 15 3 0 82 (34.6%) (37.5%) (16.0%) (18.5%) (60.0%) (42.9%) (0%) (32.0) (32.9%) (29.3%) (9.8%) (6.1%) (18.3%) (3.7%) (0%) (100.0) Coca-Cola 2 16 9 0 2 4 4 37 (2.6%) (25.0%) (18.0%) (0%) (8.0%) (57.1%) (80.0%) (14.5) (5.4%) (43.2%) (24.3%) (0%) (5.4%) (10.8%) (10.8%) (100.0) Mars 6 5 7 1 1 0 0 20 (7.7%) (7.8%) (14.0%) (3.7%) (4.0%) (0%) (0%) (7.8) (30.0%) (25.0%) (35.0%) (5.0%) (5.0%) (0%) (0%) (100.0) Mondeléz International 8 5 4 0 1 0 0 18 (10.3%) (7.8%) (8.0%) (0%) (4.0%) (0%) (0%) (7.0) (44.4%) (27.8%) (22.2%) (0%) (5.6%) (0%) (0%) (100.0) PepsiCo 3 4 2 5 0 0 0 14 (3.8%) (6.3%) (4.0%) (18.5%) (0%) (0%) (0%) (5.5) (21.4%) (28.6%) (14.3%) (35.7%) (0%) (0%) (0%) (100.0) Total 78 64 50 27 25 7 5 256 (100.0) (100.0) (100.0) (100.0) (100.0) (100.0) (100.0) (100.0) (30.5) (25.0) (19.5) (10.5) (9.8) (2.7) (2.0) (100.0) Note: Figures in parentheses refer to column percentages and italicised figures in parentheses refer to row percentages. companies described the implementation of The first Consumer Responsibility theme Children and parents appeared to be the a range of recycling, water, and energy saving was the provision of nutrition and physical primary target audience for activities within programs (e.g. Mondeléz International’s activity information (n=42). For instance, Coca the Consumer Responsibility category. This REDCycle Program, which recovers and Cola provided access to a range of health was evidenced by the companies’ focus recycles units of plastic bags and packaging information resources (e.g. Clear on Kilojoules, on providing resources and information, material from supermarkets). The last theme which outlined the kilojoule content on each often accessed and interpreted by parents, was the endorsement of government product). The second theme concerned the and restricting access to and promotion of initiatives (n=3), and included the implementation of health initiatives (n=10). products to children in certain settings and sponsorship of government-led campaigns Nestlé promoted a number of nutrition- at certain times of the day. For instance, such as ‘Earth Hour’ (e.g. Mars) and ‘Clean up focused initiatives, including a program that Modeléz International emphasised the Australia Day’ (e.g. McDonald’s). aimed to help consumers understand the importance of “marketing to children” in a importance of portion control (e.g. Portion “sensible and responsible manner” when The documented environmental initiatives Plate Education). The third theme involved describing the company’s adherence to appeared to target the Australian population responsible marketing initiatives (n=6). the Australian Food and Grocery Council’s as a whole, rather than one specific group. McDonald’s reported that they adhered to Responsible Marketing Initiative. The descriptions provided indicated that the ‘Quick Service Restaurant Initiative’ that the environmental practices undertaken requires signatories to avoid advertising Community were to benefit the wider community, bring their products to children younger than 12 community members together to address Activities in the Community category years of age during children’s peak television environmental issues, or preserve the clustered around three key themes. The first viewing times. The fourth theme concerned environment in general. To illustrate, PepsiCo Community theme involved the provision of the reformulation of products (n=4). Nestlé, stated that the company was “committed to funding or in-kind support for local charities for example, reported that its product range minimising their environmental impact”, and or national not-for-profit organisations has lower saturated fat, sodium and sugar focused their environmental sustainability (n=25). These included: fundraising events compared to previously. The removal of food efforts on “water, energy and waste (e.g. Paws in the Park, Mars); provision products from school canteens (n=2) was the minimisation as areas where they can make of services for specific community fifth theme. To illustrate, PepsiCo reported the biggest impact”. groups (e.g. Ronald McDonald House that they had elected to cease supplying Charity, McDonald’s); and opportunities vending machines to primary schools. Consumer Responsibility for organisations to receive funding for Instead, they provide a ‘smart option’ range of programs (e.g. Community Grant Scheme, Numerous activities that clustered around snacks in vending machines in high schools Coca Cola). The second theme concerned five key themes within the category of and health facilities. the sponsorship and implementation of Consumer Responsibility were identified. 2015 vol . 39 no . 6 Australian and New Zealand Journal of Public Health 553 © 2015 Public Health Association of Australia Richards et al. Article community sport programs and events to be current employees (to encourage youth in Australia. Images that depicted this (n=21). For instance, McDonald’s reported retention) and aspiring potential employees target audience participating in activities that it sponsors Little Athletics Australia (to build a positive image as an employer were also used to promote initiatives. To and has also implemented physical activity of choice). For instance, McDonald’s illustrate, Nestlé used an image of Indigenous programs and events, including the Sydney depicted these activities using images of girls participating in a cooking activity in the Eisteddfod. The final key theme was the happy employees, and provided detailed ‘Mother and Daughter Program’. implementation of volunteer programs (n=4). descriptions of how the company works “to For example, Mondeléz International and provide an employment experience” that Diversity PepsiCo reported that they have established their “employees will always value”. The activities relating to Diversity formed one employee volunteer programs that provide key theme, namely initiatives that develop their staff with one day of paid leave per year Partnerships skills and increase employment opportunities to volunteer at local community charities. Activities relating to Partnerships centred for disadvantaged youth and disabled The primary target audience for these around two key themes. The first theme members of the community. For example, activities appeared to be parents and involved partnerships with professional Coca Cola reported that it funds programs for their children. This was evidenced by the organisations and associations (n=14). disadvantaged community groups, such as companies’ primary focus on providing McDonald’s, for instance, reported that it the ‘Zone In’ program that offers high school sponsorship for sporting and health is affiliated with the Dieticians Association students opportunities to seek help with programs, offering physical activity of Australia, whereby it aims to develop education-related issues (e.g. assistance with opportunities and nutrition education to healthier menu options. The second theme assignments). children. Promotional images of this target concerned partnerships with non-profit The target groups for these activities group were also used to advertise the organisations (n=11). To illustrate, Mondeléz appeared to be migrants or disadvantaged activities identified. For example, Coca Cola International partnered with the ‘Humour youth. This was illustrated in the descriptions used an image of children and their parents Foundation’ to establish ‘Clown Doctors’ in all of these activities that specified the riding bicycles to promote the ‘Bicycle major children’s hospitals in Australia. companies’ intentions of supporting these Network’ program. Companies partnered with numerous subgroups of the Australian population. For professional and non-profit organisations example, Coca Cola described their ‘On the Employee Relations with varying objectives, which made it Same Wave’ program as “helping migrants Activities in the Employee Relations difficult to isolate one audience. Therefore, learn surf life-saving skills”. category clustered around three key an exact target group was unable to be themes. The first theme included training established for this category. Discussion and leadership development opportunities (n=10). To illustrate, McDonald’s reported Indigenous The wide range of CSR strategies that it provides employees with education Activities in the Indigenous category implemented by selected members of Big opportunities (e.g. McDonald’s Virtual primarily focused on Indigenous youth Food in Australia are presented in Table 2. Business School). Similarly, PepsiCo stated development and clustered around two key While some of these strategies clearly target that it offers staff an opportunity to themes. The first Indigenous theme involved specific groups within the population, such increase their job-related skills through programs that aimed to develop skills and as families with young children, it should the ‘PepsiCo University’, which offers knowledge to increase higher education be recognised that all CSR activities either learning opportunities focused on building and employment opportunities among directly or indirectly target the population as managerial, networking and social skills. 2 Indigenous youth (n=5). For example, Coca a whole. CSR strategies, by definition, work The second theme focused on equal Cola reported that it provides funding for the to develop a public image of a responsible opportunities in the workplace and methods Australian Indigenous Mentoring Experience and ‘good’ corporate citizen that is associated to attain employment (n=13). To illustrate, program, a structured education-mentoring with positive attributes, and thus work to McDonald’s reported that it sanctions program that provides support to Indigenous build brand awareness and preference within the Equal Opportunity in the Workplace 23 students through high school and into the population. These findings raise three Agency Employer of Choice for Women university. The second theme concerned considerations that warrant reflection and citation, which acknowledges the company’s programs that offered opportunities to be discussion. commitment to providing pay equity for physically active and develop skills related 1. A focus on responsibility, both towards the women. The final theme identified was the to health and nutrition (n=2). Nestlé, for environment and consumers implementation of employee health and instance, reported that it funds the ‘Mother The two most common types of CSR wellness programs (n=4). For example, Mars and Daughter Program’ that teaches activities focused on building brand image reported that it has an ‘Associate Wellness Indigenous girls and their mothers the value by depicting the company as a responsible Program’, which provides corporate staff of healthy eating. corporate entity, both in terms of the natural with services such as discounted gym The primary target audience of these environment and its attitude towards its memberships, smoking-cessation plans and activities appeared to be Indigenous youth. customers. It is likely that this type of strategy health checks. Descriptions of these activities specified that is an attempt to address public commentary The intended target audience of activities in they were designed to support Indigenous within the media and public policy forums the employee relations category appeared 554 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia Food and Obesity Corporate social responsibility programs of Big Food that criticise Big Food for contributing to may create a halo effect where companies different types of CSR strategies have on the the burden of poor health and deliberately are perceived as ‘healthy’, which may lead to brand perceptions held by different market targeting vulnerable populations such incorrect inferences about a product in terms segments, including potentially vulnerable 40,41 as children or lower socio-demographic of its nutritional content. These practices groups and also policy makers. 22,34,35 communities. This finding is consistent may undermine public health efforts to This study identified a wide range of with previous literature suggesting that address the negative health implications of CSR strategies implemented by the Big Big Food companies are irresponsible in unhealthy commodity products such as those Food industry, many of which appear their marketing and targeting strategies. produced by Big Food. to offer community benefits such as the At the same time, organisations use CSR 3. An alignment with ‘credible’ organisations administration of grant funding schemes. to counteract criticisms and promote However, it can also be argued that Big Food Big Food corporations also appear to be using themselves as responsible entities. In doing uses CSR strategies to build positive brand CSR strategies in effort to align themselves so, companies may obtain a degree of images and consumer preferences, which with respected, credible organisations immunity to the effects of negative public leads to decreased perceptions of harm and events in an attempt to transfer these commentary when it occurs. and increased consumption of potentially qualities to their own brand. For example, Prior research indicates that the strategy harmful products. Still to be clarified is Nestlé has affiliated itself with numerous of aligning with seemingly unrelated, but where the balance lies between Big Food professional and not-for-profit organisations. socially desirable, causes has been used companies’ providing genuine community In the past, the tobacco company Philip by Big Tobacco in an attempt to build an benefits through these strategies, and Morris viewed associating its brand with overall image of corporate responsibility. any longer-term negative public health respected not-for-profit organisations Big Tobacco used this strategy in an attempt 10 consequences of increased consumption of as “crucial” , and employed specialised to maintain a positive industry image and potentially harmful products. Specifically, is marketing teams to identify suitable create a platform from which they could enter there a point at which Big Food companies organisations to partner with for “credibility, tobacco policy discussions and re-establish 10 tip from being responsible corporate citizens visibility and to reach target audiences”. political influence. The findings of this study acting in the community’s best interest Furthermore, in an attempt to silence any suggest Big Food may be following a similar to deceptive organisations that use CSR opposition to their products, tobacco pathway as Big Tobacco by addressing strategies primarily to achieve profit goals companies co-opted interest groups that may societal concerns to influence policy-making at the expense of public health? Further potentially oppose tobacco industry-funded 2,3,27 decisions and thwart regulation. research is required to examine the real costs CSR programs to avoid possible criticism in 17,42 and benefits of Big Food CSR strategies to 2. Targeting families and children future. Through the same mechanisms, determine their net value to the community, Big Food companies could potentially The findings highlight a prevalence of CSR and indeed whether such a tipping point can position themselves as credible corporations strategies in the area of community-based be identified. to consumers and use this position to oppose initiatives that seemingly target families with future regulatory reform. young children. Previous research has shown that Big Food companies’ CSR initiatives Four limitations should be considered when Implications for public health aim to build brand and product preference interpreting these results. First, this was Findings from this study provide evidence 2,23 from a young age, which may entice contained to a sample of six companies. for public health advocates and researchers young children and adolescents to become A larger sample may have provided a to map and monitor the marketing tactics lifetime consumers. Sponsoring children’s more comprehensive overview of CSR used by Big Food companies to sell their sporting events such as Little Athletics has strategies being implemented in Australia. products to communities. Through the a twofold impact: (1) it associates the brand However, each company has a substantial use of CSR (e.g. sponsorship of children’s with healthy physical activity, which may be presence in Australia, as indicated by sales sporting activities) companies can influence 43,44 perceived to offset the unhealthy nature of revenues. It is also possible that other consumer opinions regarding certain brands 37,38 its products; and (2) the company may valuable information exists beyond the or products without explicitly promoting be viewed as helping to sustain children’s sources utilised here. Our data collection an unhealthy commodity product, which is community sporting programs. Numerous was deliberately restricted to Australian the case with direct advertising. Results also examples were found of Big Food companies corporate websites and CSR reports. A wider highlight the types of CSR strategies being supporting children’s and family events range of industry documents (e.g. annual used by Big Food. This knowledge could be and organisations (e.g. Coca Cola’s Bicycle reports) may provide additional insight as used to educate communities about how Network, Nestlé’s Milo In2 Cricket program). to the range of marketing strategies used by businesses use CSR to build market share Big Food. Further, we cannot report on the As well as building a positive brand image and consumer loyalty. Future research should financial value of the different CSR strategies with children, this strategy may work to extend this line of enquiry by examining the considered here. Different types of CSR alleviate the guilt parents feel when allowing value of corporate investments in the various activities were considered in equal value, their children to consume the unhealthy CSR activities and community reactions to which may mask their relative role in an products produced by Big Food companies, them, in order to provide insight regarding individual company’s CSR portfolio or the CSR as they can justify patronage of these the relative costs and benefits associated with strategies of the industry as a whole. Finally, organisations because of the good work they different types of CSR initiatives. future research should identify the influence do within the community. 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J Law Med Ethics. 2009;31(1):51-65. 2009;37(4):819-27. 556 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australian and New Zealand Journal of Public Health Wiley

Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents

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Wiley
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© 2015 Public Health Association of Australia
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1326-0200
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10.1111/1753-6405.12429
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Abstract

corporations profit from increased Gconsumption of unhealthy products Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key (e.g. alcohol, tobacco and processed food characteristics of CSR strategies as described in the corporate documents of selected ‘Big Food’ and beverages), thereby contributing to the companies. development of non-communicable disease Methods: A mixed methods content analysis was used to analyse the information contained on 1-3 epidemics. Public health advocates have Australian Big Food company websites. Data sources included company CSR reports and web- called for increased focus on the tactics based content that related to CSR initiatives employed in Australia. used by these companies to promote their Results: A total of 256 CSR activities were identified across six organisations. Of these, the products and resist reforms that aim to majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) 1,3-5 prevent or minimise the harms caused. or community (19.5%). Such tactics are used by companies to Conclusions: Big Food companies appear to be using CSR activities to: 1) build brand image build their powerbase within societies, through initiatives associated with the environment and responsibility to consumers; 2) target including the creation of both ‘soft power’ parents and children through community activities; and 3) align themselves with respected (by influencing culture, ideas and cognitions organisations and events in an effort to transfer their positive image attributes to their own of the public, public health advocates and brands. health scientists) and ‘hard power’ (by building financial and institutional relations). Implications: Results highlight the type of CSR strategies Big Food companies are employing. By creating an environment in which These findings serve as a guide to mapping and monitoring CSR as a specific form of continued consumption is encouraged, marketing. profits can increase and regulation and Key words: industry, corporate social responsibility, marketing government intervention can be avoided. While there is extensive knowledge about marketing messages and the impact of customers and populations. For example, the tactics used by some types of global these on consumer behaviour. Less is known Big Tobacco invested substantial money into 6-10 corporations (e.g. tobacco), there is less about other marketing and public relations public relations efforts to deflect consumer understanding of the range of tactics used by strategies of Big Food. To illustrate the types criticism by arguing that cigarette companies other industries (e.g. processed junk food and of activities this may include, the following do not encourage abuse of the product, drink companies – ‘Big Food’). Initial studies section highlights current evidence regarding they simply provide choice and recommend suggest Big Food is now employing similar key strategies used by Big Tobacco and moderate consumption. The second tactics to those of Big Tobacco in response to Big Food to protect their products from strategy involves tactical campaigns that 2,11 growing societal health concerns. 2,6,7,11,16,17 regulatory reforms. emphasise freedom of choice and personal Previously, most research into the marketing responsibility to encourage consumers to The first strategy is the use of public relations strategies of Big Food has focused on 2,3,16,17 oppose regulation of the industry. These campaigns and public statements to state 12-15 product promotion. These studies types of initiatives emphasise self-control company concerns about the health of their have explored the nature and content of and hold individuals accountable for their 1. School of Health and Society, Faculty of Social Sciences, University of Wollongong, New South Wales 2. Australian Health Services Research Institute, Faculty of Business, University of Wollongong, New South Wales 3. School of Management, Operations and Marketing, Faculty of Business, University of Wollongong, New South Wales 4. School of Psychology and Speech Pathology, Faculty of Health Sciences, Curtin University, Western Australia Correspondence to: Ms Zoe Richards, School of Health and Society, Faculty of Social Sciences, Building 15, University of Wollongong, Northfields Avenue, Wollongong, NSW 2522; e-mail: znr953@uowmail.edu.au Submitted: January 2015; Revision requested: March 2015; Accepted: April 2015 The authors have stated they have no conflict of interest. Aust NZ J Public Health. 2015; Online; doi: 10.1111/1753-6405.12429 550 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia Food and Obesity Corporate social responsibility programs of Big Food own purchasing and consumption choices. deflect blame from their organisation on to To achieve this aim, the following research Big Food highlights individual responsibility individual consumers. questions were addressed: through messages of moderation that appear CSR initiatives were initially implemented by 1. Which types of CSR initiatives are on packaging. For example, food products Big Tobacco companies in the 1950s after being implemented by major Big Food produced by Mondeléz International that are scientific evidence established a causal link companies in Australia? high in sugar contain the words ‘Be Treat Wise’ 8 between smoking and lung cancer. With this 2. Who are the intended target audiences for on their exterior. evidence came a decline in social acceptance these CSR activities? The third strategy is the use of lobbying of tobacco products that led to companies tactics. Large corporations invest heavily implementing CSR programs aimed at Methods in lobbying to influence politicians and improving their corporate image and 2,3,21 8,10,23 block or stall regulatory efforts. For preventing legal and regulatory action. Approach example, Phillip Morris made large campaign For example, Philip Morris sought to improve A mixed method content analysis was contributions to politicians‘ pet causes in an its image by funding youth smoking cessation conducted on a sample of Australian Big effort to exert political influence at federal programs and aligning itself with anti- Food websites. Primary data sources included 10 10 and state levels. Lobbying activities may domestic violence campaigns. company CSR reports and web-based content also occur via industry-funded ‘front groups’. Less is known about how Big Food employs that related to CSR initiatives in Australia. For instance, Big Food funds groups that CSR tactics and the effects these strategies Company websites and CSR reports were work to oppose regulation of marketing to may have on consumption intentions. considered suitable information sources children, front-of-pack nutrition labelling Gomez et al. provided several examples of for the purposes of this study because and taxes on unhealthy foods. The fourth CSR programs in Latin and South America by organisations typically use these documents strategy involves co-opting policy makers and beverage company Coca Cola. These included to promote their major CSR initiatives to health professionals. To undermine public nutrition education and physical activity consumers. health intervention and policies, Big Food programs that promoted the adoption of a promote partnerships with health experts healthy lifestyle. Gomez et al. suggested Sample 3,16 and professional organisations. Finally, the that Coca Cola implemented such programs To increase the generalisability of results, a fifth strategy is funding research, which some to divert public attention away from the range of Big Food categories were included argue is used to generate data supporting negative health effects of its products, with to represent: a) fast food; b) sugar sweetened the industry’s position and produces biased scientific evidence linking sugar-sweetened beverages; and c) packaged foods high in research findings. beverages to increasing rates of childhood sugar, fat and/or salt. Using the academic Recently, researchers have questioned overweight and obesity. literature and corporate documents the role of a specific industry tactic – Dorfman et al. examined CSR campaigns available to the authors, companies were Corporate Social Responsibility (CSR) implemented by Coca Cola and PepsiCo selected for inclusion based on the following initiatives, which are often used to positively and outlined their specific intentions of subjective considerations. Companies were promote products, brands and industries increasing sales among youth, shifting blame considered for inclusion if they displayed to communities. CSR has been described from companies to individual consumers evidence of a formal CSR strategy and as an evolving practice that has come and preventing public regulation. Dorfman provided detailed information about these to include “companies’ economic, legal, et al. suggested that CSR campaigns initiatives on their websites. Following this, ethical, and philanthropic responsibilities implemented by Big Food differed from Big a literature search was conducted using to society, in addition to the company’s Tobacco in relation to increasing product two databases, Scopus and Web of Science, fiduciary responsibility to shareholders”. sales, as companies such as Coca Cola and to find evidence of previous CSR activities When companies acknowledge and act on PepsiCo have the potential to entice youth to used by the companies initially identified. these responsibilities, they are considered a become loyal, lifetime consumers by creating Companies found in the literature base ‘good corporate citizen’. Advocates of CSR 2,13,14,23,27,31,32 an emotional bond with their brands. This were considered for inclusion. argue that it can help companies meet these may contribute to the already alarmingly high Initially, 11 companies were identified in the responsibilities while addressing ‘higher’ rates of non-communicable diseases among search. These companies produced either social obligations. To meet the requirements individuals in these age groups. fast food (n=3), sugar sweetened beverages of groups beyond their shareholders, (n=2), or packaged foods (n=6) as their Public health experts assert that companies companies may implement CSR activities to primary product category. Of these, six were that invest in CSR initiatives are creating address societal concerns. In doing so, they extensively reviewed in the literature, and a conflict of interest when their products claim to accept an ethical obligation to the also provided detailed information about contribute to the burden of ill health (e.g. 24,25 public at large. However, critics of CSR their CSR strategies specific to Australia via obesity) in the first place. claim that such strategies are simply public their corporate websites. Based on these This study aimed to address the gap in relations initiatives designed to achieve considerations, the final sample included knowledge relating to the CSR tactics of Big ‘innocence by association’ as companies the Australian branches of: 1) Coca Cola; 2) Food in Australia, and provide a template for protect their profitability by aligning McDonald’s; 3) PepsiCo; 4) Nestlé; 5) Mars; and monitoring these tactics over time. themselves with social causes to improve 6) Mondeléz International (owner of Kraft and 10,23,26 their public image and avoid regulation. Cadbury). Using this approach, companies are able to 2015 vol . 39 no . 6 Australian and New Zealand Journal of Public Health 551 © 2015 Public Health Association of Australia Richards et al. Article to generate basic descriptive statistics by Development of the coding framework Data collection and analysis category and industry group in the form of An adapted version of the Inclusive Social Data were collected and analysed in a series frequency counts. Differences and similarities Rating Criteria (ISRC) was used to collect of steps in April 2014. First, websites were in CSR activities were then analysed across relevant data from the collated documents. scanned for relevant information. Drop- companies. This tool was originally developed to analyse down tabs with links to information on and evaluate the overall corporate social responsibility to communities, well-being of performance of a range of commercial communities and community development Results organisations. It includes seven categories were searched to identify relevant Two hundred and fifty-six CSR activities were (Community, Corporate Governance, information according to the CSR categories identified (Table 2). Of these, the majority Diversity, Employee Relations, Environment, identified. The information from each website fell into the categories of: Environment Human Rights and Product). The ISRC was was saved into a Word document, along (30.5%), Consumer Responsibility (25.0%) and used as the starting coding framework, and with a screen shot of each website address Community (19.5%). McDonald’s reported then modified to develop a new coding tool to allow website information to be revisited the most CSR activities (n=85, 33.2% of the that more accurately summarised the CSR if clarification was required. The most recent sample) and PepsiCo the least (n=14, 5.4%). activities of the industry under investigation. annual CSR reports were downloaded to This process involved: 1) retaining some of capture any information not available on the Environment the original categories within the ISRC that company’s website. The same data collection captured CSR activities relevant to the study; process was repeated one week later to check Diverse ranges of activities were included in 2) removing the categories of Corporate that all relevant material had been captured. the Environment category; however, they Governance, Human Rights and Product due clustered into four key themes. The first A coding spreadsheet was prepared to to their low relevance to the information Environment theme involved sustainability facilitate categorisation of the CSR activities contained in the sources utilised; and 3) and responsible sourcing programs (n=31). and recording of the intended target creating three new categories (Consumer These programs included sustainable practice audience. A target audience was determined Responsibility, Partnerships, Indigenous) committees, implementation of sustainable based on the CSR activity descriptions and to capture specific types of CSR activities practices (e.g. McDonald’s Sustainable related images in the coded content. In employed by Big Food that were not Footprint Assessment, which monitors particular, discernible demographic factors represented within the original framework. energy usage and carbon emissions) and (e.g. age, gender, ethnicity, education, responsible resourcing practices (e.g. Mars The ISRC framework classified CSR strategies employment status) and the benefits sources Rainforest Alliance Certified cocoa). targeting specific populations within the promoted were used to identify the likely The second theme was packaging initiatives broader Community category. The CSR target audience. Where an activity could (n=19). For example, Nestlé disclosed strategies identified through the course of the potentially be placed in more than one six packaging initiatives as part of their present review identified numerous strategies category, the category deemed to be most ‘Sustainability Hero Projects’ program, which that specifically targeted one particular dominant was selected. All data collection aimed to reduce the environmental impact of group – the Indigenous population. These and coding was performed by the first packaging material by 15%. The third theme strategies were considerably different in their author. Peer debriefing was employed to concerned programs that focused on saving focus from the other CSR strategies within ensure that the data collected were valid, or recycling resources (n=25) and involved the Community category, which instead and were coded and categorised correctly. recycling litter, water or energy. For instance, focused primarily on families and children Once the coding was finalised, SPSS was used across the broader population. To reflect this focus on Indigenous peoples, and the Table 1: CSR categories and definitions. potential for this to be a common theme in Category Definition other countries that also include Indigenous Environment Activities that aim to reduce or prevent environmental impact, for example by sponsoring national populations, a separate category was created environmental campaigns, endorsing government initiatives, adopting responsible sourcing practices, to capture Indigenous-specific CSR strategies. packaging initiatives, and various programs that focused on saving or recycling resources (e.g., litter, water, energy). The inclusion of this additional category will Consumer Responsibility Activities relating to the responsible marketing initiatives and policies of the company in relation to enable similar strategies to be mapped in health, for example health initiatives, provision of nutrition and health information, and resources that future, both in Australia and abroad. The new promote healthy behaviour. categories were developed using qualitative Community Activities relating to the support of community programs and events, for example supporting sporting thematic analysis techniques to group events, non-profit organisations and volunteer programs. identified strategies that weren’t aligned with Partnerships Activities relating to partnerships formed between companies and professional and not-for-profit existing categories of the ISRC framework. organisations to advance and promote research, and foster community development. Definitions of the relevant individual CSR Employee Relations Activities that provide professional development and education opportunities for staff members, implementation of equal employment policies, and programs that promote employee health and activities are provided in Table 1. wellbeing. Based on the resulting framework, a coding Indigenous Activities that support not-for-profit organisations that implement programs for the Indigenous spreadsheet was prepared allowing CSR population, for example developing leadership and mentoring skills, promoting sport, and improving public space, and infrastructure in Indigenous communities. activities to be categorised and the intended Diversity Programs aimed at populations identified as experiencing disadvantage, for example migrant target audience to be recorded. populations, disadvantaged youth, and individuals with disabilities. 552 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia Food and Obesity Corporate social responsibility programs of Big Food Table 2: CSR initiatives by company and CSR category. Company Environment Consumer Community Employee Partnerships Indigenous Diversity Total Responsibility Relations McDonald’s 32 10 20 16 6 0 1 85 (41.0%) (15.6%) (40.0%) (59.3%) (24.0%) (0%) (20.0%) (33.2) (37.6%) (11.8%) (23.5%) (18.8%) (7.1%) (0%) (1.2%) (100.0) Nestlé 27 24 8 5 15 3 0 82 (34.6%) (37.5%) (16.0%) (18.5%) (60.0%) (42.9%) (0%) (32.0) (32.9%) (29.3%) (9.8%) (6.1%) (18.3%) (3.7%) (0%) (100.0) Coca-Cola 2 16 9 0 2 4 4 37 (2.6%) (25.0%) (18.0%) (0%) (8.0%) (57.1%) (80.0%) (14.5) (5.4%) (43.2%) (24.3%) (0%) (5.4%) (10.8%) (10.8%) (100.0) Mars 6 5 7 1 1 0 0 20 (7.7%) (7.8%) (14.0%) (3.7%) (4.0%) (0%) (0%) (7.8) (30.0%) (25.0%) (35.0%) (5.0%) (5.0%) (0%) (0%) (100.0) Mondeléz International 8 5 4 0 1 0 0 18 (10.3%) (7.8%) (8.0%) (0%) (4.0%) (0%) (0%) (7.0) (44.4%) (27.8%) (22.2%) (0%) (5.6%) (0%) (0%) (100.0) PepsiCo 3 4 2 5 0 0 0 14 (3.8%) (6.3%) (4.0%) (18.5%) (0%) (0%) (0%) (5.5) (21.4%) (28.6%) (14.3%) (35.7%) (0%) (0%) (0%) (100.0) Total 78 64 50 27 25 7 5 256 (100.0) (100.0) (100.0) (100.0) (100.0) (100.0) (100.0) (100.0) (30.5) (25.0) (19.5) (10.5) (9.8) (2.7) (2.0) (100.0) Note: Figures in parentheses refer to column percentages and italicised figures in parentheses refer to row percentages. companies described the implementation of The first Consumer Responsibility theme Children and parents appeared to be the a range of recycling, water, and energy saving was the provision of nutrition and physical primary target audience for activities within programs (e.g. Mondeléz International’s activity information (n=42). For instance, Coca the Consumer Responsibility category. This REDCycle Program, which recovers and Cola provided access to a range of health was evidenced by the companies’ focus recycles units of plastic bags and packaging information resources (e.g. Clear on Kilojoules, on providing resources and information, material from supermarkets). The last theme which outlined the kilojoule content on each often accessed and interpreted by parents, was the endorsement of government product). The second theme concerned the and restricting access to and promotion of initiatives (n=3), and included the implementation of health initiatives (n=10). products to children in certain settings and sponsorship of government-led campaigns Nestlé promoted a number of nutrition- at certain times of the day. For instance, such as ‘Earth Hour’ (e.g. Mars) and ‘Clean up focused initiatives, including a program that Modeléz International emphasised the Australia Day’ (e.g. McDonald’s). aimed to help consumers understand the importance of “marketing to children” in a importance of portion control (e.g. Portion “sensible and responsible manner” when The documented environmental initiatives Plate Education). The third theme involved describing the company’s adherence to appeared to target the Australian population responsible marketing initiatives (n=6). the Australian Food and Grocery Council’s as a whole, rather than one specific group. McDonald’s reported that they adhered to Responsible Marketing Initiative. The descriptions provided indicated that the ‘Quick Service Restaurant Initiative’ that the environmental practices undertaken requires signatories to avoid advertising Community were to benefit the wider community, bring their products to children younger than 12 community members together to address Activities in the Community category years of age during children’s peak television environmental issues, or preserve the clustered around three key themes. The first viewing times. The fourth theme concerned environment in general. To illustrate, PepsiCo Community theme involved the provision of the reformulation of products (n=4). Nestlé, stated that the company was “committed to funding or in-kind support for local charities for example, reported that its product range minimising their environmental impact”, and or national not-for-profit organisations has lower saturated fat, sodium and sugar focused their environmental sustainability (n=25). These included: fundraising events compared to previously. The removal of food efforts on “water, energy and waste (e.g. Paws in the Park, Mars); provision products from school canteens (n=2) was the minimisation as areas where they can make of services for specific community fifth theme. To illustrate, PepsiCo reported the biggest impact”. groups (e.g. Ronald McDonald House that they had elected to cease supplying Charity, McDonald’s); and opportunities vending machines to primary schools. Consumer Responsibility for organisations to receive funding for Instead, they provide a ‘smart option’ range of programs (e.g. Community Grant Scheme, Numerous activities that clustered around snacks in vending machines in high schools Coca Cola). The second theme concerned five key themes within the category of and health facilities. the sponsorship and implementation of Consumer Responsibility were identified. 2015 vol . 39 no . 6 Australian and New Zealand Journal of Public Health 553 © 2015 Public Health Association of Australia Richards et al. Article community sport programs and events to be current employees (to encourage youth in Australia. Images that depicted this (n=21). For instance, McDonald’s reported retention) and aspiring potential employees target audience participating in activities that it sponsors Little Athletics Australia (to build a positive image as an employer were also used to promote initiatives. To and has also implemented physical activity of choice). For instance, McDonald’s illustrate, Nestlé used an image of Indigenous programs and events, including the Sydney depicted these activities using images of girls participating in a cooking activity in the Eisteddfod. The final key theme was the happy employees, and provided detailed ‘Mother and Daughter Program’. implementation of volunteer programs (n=4). descriptions of how the company works “to For example, Mondeléz International and provide an employment experience” that Diversity PepsiCo reported that they have established their “employees will always value”. The activities relating to Diversity formed one employee volunteer programs that provide key theme, namely initiatives that develop their staff with one day of paid leave per year Partnerships skills and increase employment opportunities to volunteer at local community charities. Activities relating to Partnerships centred for disadvantaged youth and disabled The primary target audience for these around two key themes. The first theme members of the community. For example, activities appeared to be parents and involved partnerships with professional Coca Cola reported that it funds programs for their children. This was evidenced by the organisations and associations (n=14). disadvantaged community groups, such as companies’ primary focus on providing McDonald’s, for instance, reported that it the ‘Zone In’ program that offers high school sponsorship for sporting and health is affiliated with the Dieticians Association students opportunities to seek help with programs, offering physical activity of Australia, whereby it aims to develop education-related issues (e.g. assistance with opportunities and nutrition education to healthier menu options. The second theme assignments). children. Promotional images of this target concerned partnerships with non-profit The target groups for these activities group were also used to advertise the organisations (n=11). To illustrate, Mondeléz appeared to be migrants or disadvantaged activities identified. For example, Coca Cola International partnered with the ‘Humour youth. This was illustrated in the descriptions used an image of children and their parents Foundation’ to establish ‘Clown Doctors’ in all of these activities that specified the riding bicycles to promote the ‘Bicycle major children’s hospitals in Australia. companies’ intentions of supporting these Network’ program. Companies partnered with numerous subgroups of the Australian population. For professional and non-profit organisations example, Coca Cola described their ‘On the Employee Relations with varying objectives, which made it Same Wave’ program as “helping migrants Activities in the Employee Relations difficult to isolate one audience. Therefore, learn surf life-saving skills”. category clustered around three key an exact target group was unable to be themes. The first theme included training established for this category. Discussion and leadership development opportunities (n=10). To illustrate, McDonald’s reported Indigenous The wide range of CSR strategies that it provides employees with education Activities in the Indigenous category implemented by selected members of Big opportunities (e.g. McDonald’s Virtual primarily focused on Indigenous youth Food in Australia are presented in Table 2. Business School). Similarly, PepsiCo stated development and clustered around two key While some of these strategies clearly target that it offers staff an opportunity to themes. The first Indigenous theme involved specific groups within the population, such increase their job-related skills through programs that aimed to develop skills and as families with young children, it should the ‘PepsiCo University’, which offers knowledge to increase higher education be recognised that all CSR activities either learning opportunities focused on building and employment opportunities among directly or indirectly target the population as managerial, networking and social skills. 2 Indigenous youth (n=5). For example, Coca a whole. CSR strategies, by definition, work The second theme focused on equal Cola reported that it provides funding for the to develop a public image of a responsible opportunities in the workplace and methods Australian Indigenous Mentoring Experience and ‘good’ corporate citizen that is associated to attain employment (n=13). To illustrate, program, a structured education-mentoring with positive attributes, and thus work to McDonald’s reported that it sanctions program that provides support to Indigenous build brand awareness and preference within the Equal Opportunity in the Workplace 23 students through high school and into the population. These findings raise three Agency Employer of Choice for Women university. The second theme concerned considerations that warrant reflection and citation, which acknowledges the company’s programs that offered opportunities to be discussion. commitment to providing pay equity for physically active and develop skills related 1. A focus on responsibility, both towards the women. The final theme identified was the to health and nutrition (n=2). Nestlé, for environment and consumers implementation of employee health and instance, reported that it funds the ‘Mother The two most common types of CSR wellness programs (n=4). For example, Mars and Daughter Program’ that teaches activities focused on building brand image reported that it has an ‘Associate Wellness Indigenous girls and their mothers the value by depicting the company as a responsible Program’, which provides corporate staff of healthy eating. corporate entity, both in terms of the natural with services such as discounted gym The primary target audience of these environment and its attitude towards its memberships, smoking-cessation plans and activities appeared to be Indigenous youth. customers. It is likely that this type of strategy health checks. Descriptions of these activities specified that is an attempt to address public commentary The intended target audience of activities in they were designed to support Indigenous within the media and public policy forums the employee relations category appeared 554 Australian and New Zealand Journal of Public Health 2015 vol . 39 no . 6 © 2015 Public Health Association of Australia Food and Obesity Corporate social responsibility programs of Big Food that criticise Big Food for contributing to may create a halo effect where companies different types of CSR strategies have on the the burden of poor health and deliberately are perceived as ‘healthy’, which may lead to brand perceptions held by different market targeting vulnerable populations such incorrect inferences about a product in terms segments, including potentially vulnerable 40,41 as children or lower socio-demographic of its nutritional content. These practices groups and also policy makers. 22,34,35 communities. This finding is consistent may undermine public health efforts to This study identified a wide range of with previous literature suggesting that address the negative health implications of CSR strategies implemented by the Big Big Food companies are irresponsible in unhealthy commodity products such as those Food industry, many of which appear their marketing and targeting strategies. produced by Big Food. to offer community benefits such as the At the same time, organisations use CSR 3. An alignment with ‘credible’ organisations administration of grant funding schemes. to counteract criticisms and promote However, it can also be argued that Big Food Big Food corporations also appear to be using themselves as responsible entities. In doing uses CSR strategies to build positive brand CSR strategies in effort to align themselves so, companies may obtain a degree of images and consumer preferences, which with respected, credible organisations immunity to the effects of negative public leads to decreased perceptions of harm and events in an attempt to transfer these commentary when it occurs. and increased consumption of potentially qualities to their own brand. For example, Prior research indicates that the strategy harmful products. Still to be clarified is Nestlé has affiliated itself with numerous of aligning with seemingly unrelated, but where the balance lies between Big Food professional and not-for-profit organisations. socially desirable, causes has been used companies’ providing genuine community In the past, the tobacco company Philip by Big Tobacco in an attempt to build an benefits through these strategies, and Morris viewed associating its brand with overall image of corporate responsibility. any longer-term negative public health respected not-for-profit organisations Big Tobacco used this strategy in an attempt 10 consequences of increased consumption of as “crucial” , and employed specialised to maintain a positive industry image and potentially harmful products. Specifically, is marketing teams to identify suitable create a platform from which they could enter there a point at which Big Food companies organisations to partner with for “credibility, tobacco policy discussions and re-establish 10 tip from being responsible corporate citizens visibility and to reach target audiences”. political influence. The findings of this study acting in the community’s best interest Furthermore, in an attempt to silence any suggest Big Food may be following a similar to deceptive organisations that use CSR opposition to their products, tobacco pathway as Big Tobacco by addressing strategies primarily to achieve profit goals companies co-opted interest groups that may societal concerns to influence policy-making at the expense of public health? Further potentially oppose tobacco industry-funded 2,3,27 decisions and thwart regulation. research is required to examine the real costs CSR programs to avoid possible criticism in 17,42 and benefits of Big Food CSR strategies to 2. Targeting families and children future. Through the same mechanisms, determine their net value to the community, Big Food companies could potentially The findings highlight a prevalence of CSR and indeed whether such a tipping point can position themselves as credible corporations strategies in the area of community-based be identified. to consumers and use this position to oppose initiatives that seemingly target families with future regulatory reform. young children. Previous research has shown that Big Food companies’ CSR initiatives Four limitations should be considered when Implications for public health aim to build brand and product preference interpreting these results. First, this was Findings from this study provide evidence 2,23 from a young age, which may entice contained to a sample of six companies. for public health advocates and researchers young children and adolescents to become A larger sample may have provided a to map and monitor the marketing tactics lifetime consumers. Sponsoring children’s more comprehensive overview of CSR used by Big Food companies to sell their sporting events such as Little Athletics has strategies being implemented in Australia. products to communities. Through the a twofold impact: (1) it associates the brand However, each company has a substantial use of CSR (e.g. sponsorship of children’s with healthy physical activity, which may be presence in Australia, as indicated by sales sporting activities) companies can influence 43,44 perceived to offset the unhealthy nature of revenues. It is also possible that other consumer opinions regarding certain brands 37,38 its products; and (2) the company may valuable information exists beyond the or products without explicitly promoting be viewed as helping to sustain children’s sources utilised here. Our data collection an unhealthy commodity product, which is community sporting programs. Numerous was deliberately restricted to Australian the case with direct advertising. Results also examples were found of Big Food companies corporate websites and CSR reports. A wider highlight the types of CSR strategies being supporting children’s and family events range of industry documents (e.g. annual used by Big Food. This knowledge could be and organisations (e.g. Coca Cola’s Bicycle reports) may provide additional insight as used to educate communities about how Network, Nestlé’s Milo In2 Cricket program). to the range of marketing strategies used by businesses use CSR to build market share Big Food. Further, we cannot report on the As well as building a positive brand image and consumer loyalty. Future research should financial value of the different CSR strategies with children, this strategy may work to extend this line of enquiry by examining the considered here. Different types of CSR alleviate the guilt parents feel when allowing value of corporate investments in the various activities were considered in equal value, their children to consume the unhealthy CSR activities and community reactions to which may mask their relative role in an products produced by Big Food companies, them, in order to provide insight regarding individual company’s CSR portfolio or the CSR as they can justify patronage of these the relative costs and benefits associated with strategies of the industry as a whole. Finally, organisations because of the good work they different types of CSR initiatives. future research should identify the influence do within the community. 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Australian and New Zealand Journal of Public Health – Wiley

Published: Dec 1, 2015

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