Whole Foods Market Corporate Social Respinsiblity(CSR)

Introduction

In today’s society is it becoming increasingly more difficult for companies to stay competitive in their industry. Even established brands eventually die out due to growing competition from other companies. Corporations are having a difficult time figuring out a strategy that keeps them at the top of their game. Recently, there has been an increased interest in the strategic value of CSR (Corporate Social Responsibility). Corporate advertising is changing dramatically, appealing to consumer’s ethos using the causes that matter most in their lives. It is important for consumers to understand the manipulation that comes along with the CSR strategy. Skepticism about companies’ goals is crucial when making the right consumer decisions. Understanding CSR will help the consumer evaluate the affects of their consumption choices.

CSR currently has no universal definition, but it is commonly agreed that the strategy engages the business brand with a specific societal issue that relates to the company’s field of work. For example a car company might apply their brand with uses of green energy with the automobile. Businesses have noticed the benefits CSR can generate for their company. However, this strategy is most effective when the company commits their entire brand around the particular cause. The Whole Foods Market (WFM) is the perfect example of how the use of the CSR works for a company. To understand how stores like the WFM influence society’s move towards sustainability and healthy living, it is important to look at the stores CSR strategy portrayed through their advertising, such as their website. In my paper I hope to further the conversation about the use of the corporate responsibility strategy for businesses to ...

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...a way “ ‘you can do well and do good’ ” (Harbin and Humphrey 3), make money with an intent to do something good with it for yourself and others. The CSR strategy allows companies to brand themselves around an issue people truly care about and are willing to pay the extra money to support a corporation that supports the same message. The environment and sustainable living are important issues for the people of today’s future. Companies have an opportunity to take the stance and popularize the cause, to make it a trend among consumers. For example, Breast Cancer was a cause highly commercialized by several companies through Susan G. Komen and the movement has made great gains since then. Recently a Walgreens built a store powered entirely by renewable resources, like solar power and wind energy. The store is providing many opportunities for the community to go green.