Chapter 3: Ethics and Social Responsibility

From the third chapter of the MKTG textbook we learn about how important Ethics and Social Responsibilities are to firms and how if they are enforced in correctly will result with sustainability.
The textbook definition of sustainability is: the idea that social responsible companies will outperform their peers by focusing on the worlds social and environmental problems and viewing them as opportunities to build profits and help the world at the same time.
Technically this is a win, win situation because everyone is satisfied; customers are satisfied and happy with the services. The company is able to improve the environment, which is beneficial to society; this will earn the company a good reputation that will attract more customers. Therefore earning the company more profit in the long run.
Sustainability is what I believe should be one of the main goals of any firm. So the formula here is ethics + social responsibility = sustainability

"Being a respected global citizen isn't just good for our employees and the communities in which we operate, it is critical to the growth and success of our business," said Robert A. Iger, Disney President and CEO.

The Walt Disney Company is a great example of how, when this formula is used correctly would give the best results.

Here is what the Walt Disney Company affirms, on their website to be their Ethical Conduct:
We believe that acting in an ethical manner and with respect for human rights is core to being a good corporate citizen. We strive to conduct business with honesty, integrity, and in compliance with the law everywhere we operate. Through reporting and stakeholder engagement, we strive to increase transparency and accountability. And internally, educating and informing employees about the importance of citizenship, we are able to leverage the intelligence, integrity, and passion of our workforce towards achieving our greater citizenship goals.
The following are our goals for ethical conduct:
•  Disclose relevant citizenship information in a timely manner 

•  Integrate citizenship into the day-to-day decision making of leadership
•  Engage with our stakeholders on a regular basis 

•  Integrate citizenship into the responsibilities of every Disney employee 

•  Respect human rights within our operations

You may be wondering how does Disney help the worlds social and environmental problems?

Well I did some research and found in 2010 Disney outlined targets to track citizenship performance that were:
• Minimize Disney’s environmental footprint
• Foster safe, respectful and inclusive workplaces, wherever Disney does business
• Create opportunities for kids and families to help people and the planet
• Utilize strategic philanthropy to make a lasting, positive change in communities around the world
• Partner with parents in their quest to raise healthy kids

Disney also uses “green marketing” which is the development and marketing of products designed to minimize negative effects on the physical environment or to improve the environment

We see the use of green marketing in; The Walt Disney Company 2010 Issue of Corporate Citizenship Report, that includes:
• Global expansion of programs aimed at inspiring kids, parents, and communities to make a difference in the world. Disney Friends for Change, now in 19 countries, has rallied 2.5 million kids to take pledges for the environment. Disney Magic of Healthy Living launched in September, partners with parents and kids to make healthy choices simple and fun.
• Investment of $15.5 million in carbon offset projects around the world as part of Disney's Climate Solutions Fund, the Company’s internal carbon pricing program.
• Corporate charitable contributions of $198 million, and more than 548,000 hours of VoluntEAR service contributed by Disney employees.

So we see that by expanding they are not only gaining a profit for themselves but for the community around them. By investing some of their profits to help benefit the world they hope to reach out to the different communities around and inspire families to make a difference by taking care of the environment and make healthier choices which will benefit both the environment and society.
This is a win, win because the environment is looked after which enables the society to live healthier lives, so they are able to invest and consume Disney products. Also this would make Disney a much more preferable company then its competition because of all the good it has done for the environment and community also customers satisfaction and loyalty , would build the company a good reputation  among the many different communities which is like free advertising it will attract more consumers.

Sources
http://www.csrwire.com/press_releases/31862-The-Walt-Disney-Company-Issues-2010-Corporate-Citizenship-Report
http://thewaltdisneycompany.com/citizenship/ethical-conduct
http://thewaltdisneycompany.com/about-disney/business-ethics