Posts Tagged ‘Social responsibility’


Going green never tasted so good

April 7, 2009

Spring sounds egg-cellent

Cadbury eggs have milk chocolate shells and creme "yolks."

Cadbury eggs have milk chocolate shells and creme "yolks."

Despite the snowy forecast in Northeast Ohio, I am thrilled to say that spring has sprung! And with thoughts of flowers, little chicks and bunnies comes the ultimate vice in my Easter basket: that’s right, it’s Cadbury season.

Cadbury chocolate has been a staple in England since the 1800s, winning even monarchs over with its creamy recipe. Cadbury created a variety of chocolate flavors, including Fruit & Nut and Caramello, but its most famous product is the Cadbury Crème Egg.

Introduced in 1923, the Cadbury Crème Egg became an instant hit in the UK. A milk chocolate shell filled with white and yellow crème, the Cadbury Egg is a much sweeter version of the original (incredible, edible) egg.

In 1982, the Hershey Corporation initiated a marketing campaign that sent Crème Egg sales through the roof. Hershey’s “clucking bunny” campaign got Americans on the Cadbury Egg train, and the corporation soon obtained the right to manufacture and sell Cadbury brands stateside.

Available only during the Easter season, Cadbury Eggs are irresistible this time of year. And thanks to Cadbury’s movement to conserve energy in all aspects of its business, you don’t even have to feel (as) guilty indulging.

Purple Goes Green

In July 2007, Cadbury initiated the Purple Goes Green program, setting targets to reduce its impact on the global environment. The company aims to:

  • reduce carbon emissions 50 percent by 2020
  • reduce standard packaging 10 percent and seasonal packaging by 25 percent
  • implement water reduction programs in all “water-scarce” sites
  • advocate green business practices with colleagues, suppliers, customers, peers and consumers

The Cadbury Purple Goes Green Web site says:

The Cadbury Purple Goes Green initiative sets a vision for our company to tackle climate change. We intend to shrink our global environmental footprint by cutting our energy use, reducing excess packaging and managing our water use.

Cadbury's Purple Goes Green logo.

Cadbury's Purple Goes Green logo.


By the end of 2007, Cadbury had already reduced its carbon emissions by 3 percent, and the company expects to reduce emissions 10 percent by 2010. Cadbury has implemented several “green” initiatives in its sites around the world to help achieve its Purple Goes Green targets.

  • Wind turbines now provide all electricity in Ireland, reducing carbon emissions almost 40 percent.
  • A 640-panel solar installation in a New South Wales, Australia factory roof produces enough energy to power 21 homes while saving 140 tons of greenhouse gas emissions — the equivalent of taking 35 cars off the road.
  • New  combined heat and power plants in Rockford (US) and Nagoya (Japan) save energy.
  • Packaging is being reduced and will be completely recoverable or biodegradable by 2020.

Consumer involvement

Cadbury has taken its green initiative straight to the consumer via its Web site, The site encourages all to view Cadbury’s social responsibility goals and offers tips to help consumers become more environmentally friendly. The site invites visitors to leave feedback concerning the company and its environmental efforts.

Cadbury Global Affairs Director Alex Cole said, “We have created an interactive asset that reaches beyond responsible investors and analysts. is about sharing our views and contributing to the public debate on ethical sourcing, responsible consumption and the environment.”

Sweet Success

With these and continuing environmental efforts, Cadbury’s Purple Goes Green initiative is reducing its environmental impact while producing some of the most popular candies in the world. In the spirit of new beginnings, Cadbury shows the positive impact a global corporation can have on the world’s well-being.


PUR genius

March 31, 2009

A gamble on social responsibility

Established community relations can mean the survival of a family-oriented business through a crisis, as Mattel saw in 2007 . But building strong relationships with consumers can require large amounts of time, effort and money, and some companies are finding it difficult to allot such resources to social causes in today’s economy.

One of the largest conglomerates in today’s market, Procter & Gamble, has remained steadfast in its philanthropic efforts despite the recession. The global company is parent to many popular consumer brands, including Duracell®, Pringles®, Olay®, Pampers®, Tide® and Gillette®.

Procter & Gamble is known to make strong social efforts, ranking 14th in the Corporate Responsibility Officer Magazine’s 100 Best Corporate Citizens List in 2009. The company also recently received the Social Innovation Award from the Financial Times and Just Means. Still, the corporation is pushing for improvement, recently announcing its revised sustainability goals for the next three years.

Helping kids Live, Learn and Thrive

The Live, Learn and Thrive cause helps needy children worldwide.

The Live, Learn and Thrive cause helps needy children worldwide.

Procter & Gamble created the Live, Learn and ThriveTM initiative to give needy children around the world better lives through corporate contributions. The company Web site reports the Live, Learn and Thrive TM cause has already helped more than 40 million children worldwide. The site says the initiative helps disadvantaged children:

  • Live by ensuring they are off to a healthy start
  • Learn from tools and programs that enhance education
  • Thrive through programs that help develop self-esteem and life skills

The company focuses its corporate contributions on needy children because it says they are “most vulnerable and least able to help themselves.” The Live, Learn and ThriveTM initiative serves children through programs in communities around the world, but one cause stands out above the others.

Water, water everywhere

Since 2004, the Children’s Safe Drinking Water program has provided children in developing countries access to water that is safe for them to drink. More than one billion people in these regions do not have access to safe drinking water, and millions of children die each year from diseases caused by contaminated water.

The CSDW program allows people to purify unsafe water by providing them with PUR® water packets, which decontaminate dirty water in minutes. Each packet can purify ten liters of water in less than 30 minutes, and this initiative has already supplied needy children with over one billion liters of safe drinking water.

Procter & Gamble collaborated with the U.S. Centers for Disease Control and Prevention to develop the PUR packet, a small packet of powder that removes dangerous microorganisms and suspended matter from contaminated water. PUR packets are smaller and easier to ship than plastic water bottles, and as Dr. Greg Allgood demonstrates, the purification process is quick and easy but still effective.

PUR packets are proven to remove 99.9 percent of the bacteria, parasites and viruses that cause life-threatening illnesses such as cholera, typhoid and dysentery. The packets make water safe even for infants, who are at high risk of dying from illnesses contracted through contaminated water.

A clear success

P&G works with several organizations through the CSDW program, including World Vision, Save the Children and Americares. The network hopes to deliver 3.5 billion liters of safe drinking water by 2012, and P&G has invested more than $25 million in providing clean drinking water so far.

Procter & Gamble has invested much time, money and manpower into the Live, Learn and ThriveTM programs, but initiatives such as CSDW are saving invaluable lives. P&G shows it values corporate responsibility and the company is building trusting relationships with key audiences while improving lives around the world.