Corporate social responsibility is becoming one of the buzzwords that we’ll be hearing a lot more about in the wine industry.
Producers and retailers are now feeling the pressure to improve their environmental and ethical credentials, and thus help customers be greener and healthier.
With the major multiples selling eight out of every 10 bottles of wine in the UK, the grocery sector is thus expected to lead the wine industry’s adoption of corporate social responsibility.
Today, the Co-operative Group launched a three-year Ethical Operating Plan, which sets a new benchmark for other retailers. It has reduced its own operational carbon emissions by 20% since 2006, the target will now increase to 35% by 2017. In addition to a 15% weight reduction achieved in packaging, it will reduce this by a further 10% by 2012 and increase its carrier bag reduction target to 75% by 2013.
It also aims to increase its Fairtrade range as well as make its healthier option range the same price as its ‘normal’ range.
Challenges to corporate social responsibility
What difference will you make if you buy a Fairtrade wine or a lightweight bottle? Isn’t it a drop in the ocean when you consider BP’s Gulf of Mexico leak and China’s profusion of coal-fired power stations?
Producers and retailers have to make consumers think that they can make a difference buying ethically and/or environmentally. That choice must not be more expensive than a less ethical option. And customers who shop on price or promotional offer need to be given an incentive to shop ethically or environmentally, through reward points, which we have seen when reusing carrier bags.
Without consumer support, corporate social responsbility will fail before it even gets going.
