Disney Redefines The Concept Of Corporate Social Responsibility
ByDisney Channel Stars Unite to Promote Greener Lifestyles
What is corporate social responsibility? The concept of corporate social responsibility is simple; corporations conduct business in a way that is designed to have an overall positive impact.
In some cases it might be that the processes and materials used are eco friendly. In this case, Disney is redefining the concept of corporate social responsibility by making an eco friendly television commercial for their greener lifestyles project. This is part of Disney Channel’s “Disney’s Friends for Change: Project Green” (www.Disney.com) campaign, which is one of their corporate social responsibility initiatives that promote greener lifestyles. Other programs by the Disney Corporation include recycling and waste reduction projects.
According to the Disney’s Friends for Change: Project Green press release Disney calls these corporate social responsibility initiatives “a multiplatform environmental initiative that will help kids help the planet. Disney stars Miley Cyrus, Selena Gomez, the Jonas Brothers and Demi Lovato are among the 29 young stars participating in outreach messages to debut on Disney Channel, Disney XD, Radio Disney and Disney.com.
The Disney’s Friends for Change: Project Green initiative invites young people to join together to help the environment across four key areas: climate, water, waste and habitats. Kids will learn practical ways to preserve the planet, track their collective impact and have the opportunity to vote on how $1 million in donations from Disney will be divided and invested in various environmental causes over the course of a year. By using their biggest stars from the widely popular children’s/tween’s network as part of their corporate social responsibility initiatives Disney has a better chance of getting their message of how to live greener lifestyles through to their target demographic.
The eco friendly television commercials that will air for a year focuses on empowering kids and tweens to join together to make a difference, as it centers around the power of collective consciousness. Through these eco friendly television commercials and corporate social responsibility initiatives Disney estimates that “if 500,000 kids participate in Disney Friends for Change: Project Green events, together they can: Prevent approximately 100,000 tons of CO2 per year from polluting the air by adjusting their home thermostats. Save 5 million gallons of water in a single day by reducing shower times. Prevent 1 million pounds of waste from entering landfills by bringing trash-free lunches for a week. Create new habitats for local animals by planting 500,000 trees.” The idea seems to be getting children to understand the value of being green so they can in turn help empathize the importance to lead greener lifestyles to their families.
Children are very susceptible to the power of advertising and Disney is harnessing that concept as well as their favorite stars and role models to redefine the concept of corporate social responsibility and move this campaign forward. The concept of corporate social responsibility is being brought forward to the next generation of urban environmentalist through eco friendly television commercials to help make small changes to save the planet.
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2 Comments
June 10th, 2009 at 4:27 am
If anybody can make a big name for CSR Disney is definitely on the list. I like how they have even added the green to their logo. It will be interesting to see how long they last with this initiative. I read another blog http://greeneconomypost.com/corporate-social-responsibility-studies-3048.htm/comment-page-1#comment-404 this morning about CSR and how companies are using it to gain a competitive edge over competitors. I wonder how many of Disney’s competitor will jump on the wagon.
July 10th, 2009 at 11:39 pm
Let’s hope all of them.