Independent Study Unit

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Recommended: Challenges in corporate social responsibility

Independent Study Unit Source of article The Economic Times, last modified Feb 12,2014 "The Power of Brands in Bringing about a Social Change." The Economic Times. Bennett Coleman, n.d. Web. 25 Feb. 2014. . Summary This article discusses how brands influence society and how they help society through different means. It raises questions such as “Can brands help in achieving these specific objectives?”, and “What is the role of communication to engage consumers on such goals?” The article begins by discussing statements made by Indra Nooyi the CEO of PepsiCo and Matt Damon the co-founder of water.org. They both discuss cooperate changes that they are making to address social issues such as Consumer health, and disease. The article then goes on to explain the role that India plays in modern CSR efforts. Indian companies are beginning to become more socially focussed in order to strengthen their brand image through communication, media outlets and ongoing public engagement. The effects of this shift can be proven by a study done by Cone communications/Echo global which has found that Indians are more likely to be involved in CSR efforts when compared to their global counterparts. Continuing on, many influential individuals in Indian society have started to become more involved leading to a quicker social shift. These individuals include Aamir khan who is the star of Satyameva Jayate; a show which focuses on social problems. Aamir has a following of 2 million people, which indicated the society is ready to accept positive change. Finally, the article concludes by dividing Indian CSR into four main categories, whi... ... middle of paper ... ...our, or they may have to consider purchasing resources through fair trade. Continuing on, leadership practices will also be changed. These changes will occur in order to motivate employees so that they will make responsible decision which will correlate with the issues that the company had decided to pursue. Companies will also begin to change hiring and promoting practices; these practices will need to be more fair. Finally, management will have to make decision based off of several social issues and they will also have to avoid decisions which will have a negative impact on their company. In conclusion, if these decisions are made, corporations will have to change in order to adapt. These changes will help improve or solve many social issues which occur in the modern world. They will also help change individuals in to becoming more conscious of issues in society.

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