Corporate social responsibility at the Walt Disney Co

Workplaces

In the area of “Workplaces” Disney touches on the connection between organizational culture and CSR.

increase in the overall minority and female employee population, along with the increase among female executive hiring

having employees with a broad range of backgrounds and experiences

Disney's Code of Conduct

VoluntEARs

Disney Development Connection - employee learning through tuition programs.

Disney Healthy Pursuit – the collection of benefits and free wellness programs.

Disney VoluntEARS

Parts of “VoluntEAR”

CSR in the USA

CSR Targets

- a global, cutting-edge initiative which was spread to lots of countries.

The targets of Disney's social responsibility:

• Disney Friends for Change - online pledges + protect the planet programs + stop bullying in schools programs.

• Club Penguin’s Coins For Change - online games and donations

• Disney VoluntEARS gives service to nonprofit organizations in communities around the world.

• Hospital visits, military and veteran family support, relief efforts, wish granting.

• Books to nonprofit organizations through First Book.

• Minimize Disney’s environmental footprint

Ethical manner

• Foster safe, respectful and inclusive

workplaces, wherever Disney does business

Other Disney's programs

- is a core to being a good corporate citizen:

• commit to governance policies and practices
• representation of shareholder interests
• always disclose relevant citizenship information
• encourage employees to act in a manner that is consistent with Disney’s Standards of Business Conduct.

• “Corporate Social Responsibility is about how companies manage the business processes to produce an overall positive impact on society.

• “…is the obligation of decision makers to take actions which protect and improve the welfare of society as a whole along with their own interests.

• Create opportunities for kids and families

to help people and the planet

“Friends for change”

Donations in different current-existing programs

• Utilize strategic philanthropy to make a lasting, positive change in communities around the world

• Partner with parents in their quest to raise healthy kids

Disney support

After-school creativity grants

CSR in the USA

Book donations

“Disney's Friends for Change”

Disney support

Hospital visits

Local Communities

May and June 2011 Winnie the Pooh travelling: Romania, Hungary, Czech Republic, Ukraine, and Poland.

Play spaces

Charities and voluntary organisations

nowadays

social model ,

stakeholder

model

classical

economic

model

HOW?

Other programs are:

Boys & Girls Clubs learning program for school kids,

Young Storytellers Foundation,

Schools with Playworks.

• Teaming up with Disney stars and non-profit organizations to inspire and encourage kids and families to become ambassadors of change in their own communities.
• Its mission - provide fans with the information and tools to become stewards.
• Voluntearing + grants.

What about non-workers?

Free tickets in exchange for a day of volunteer service

What about workers?

• EARS to You, a program: financial support from Disney for the charities to which they volunteer their time;

• Employee team-building events through volunteerism;

• Annual awards program recognizing employee volunteer service

In many cases, though not all, Disney VoluntEAR activities are performed during working hours and employees may be paid for the time. It means, the company is essentially paying the employee for the service.

Encompasses the economic, legal,

ethical, and

philanthropic

expectations that society has of organizations

A society could best determine its needs and wants through the marketplace

Social or stakeholder issues must be considered

LITERATURE

CONCLUSIONS

1. Reputation Institute Global Study [Electronic source] URL: http://goo.gl/ZfOmwV (accessed: 25.02.2014)

2. Disney Citizenship Brochure

Nutrition guidelines

3. Archie B. Carroll & Ann K. Buchholtz. Business & Society: Ethics & Stakeholder Management. - 6th Edition / Thompson, 2006, 970 p

• In 2006, Disney became the first major media company to establish nutrition guidelines

"The business of business is business." However, progressive companies have found that acting with social responsibility leads to better business.

4. Official website of CSR at the Walt Disney Co. URL: http://goo.gl/K76pOZ

About THE WALT DISNEY Co

Nutrition guidelines

• In 2012 Walt Disney set industry-leading standards for food advertising on programming targeting kids and families.

5. 2013 Disney Citizenship Performance Summary [Electronic source] URL: http://goo.gl/twTJ3X (accessed: 17.04.2014)

Disney’s healthy living efforts include philanthropic investments

Nowadays a strategic approach to CSR is increasingly important to a company's competitiveness. CSR makes a company a desirable place to work in, reinforces the attractiveness of brands and products and strengthens the bonds with consumers and neighbors in communities.

Benefits

6. “The Walt Disney Company - A Leader In Corporate Social Responsibility”/ BusinessReviewUSA magazine. URL: http://goo.gl/Fg99tL (accessed: 25.02.2014).

Playground builds

7. Executive Summary of the Hong Kong Christian Industrial Committee (CIC) study/ URL: http://goo.gl/qIb0vs (accessed: 14.05.2014)

• It is very important for Disney be a good corporate citizen, cause their products are associated with brightness and entertainment.

Disney is made up of five business segments:

Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products, and Interactive.

CSR practices of Disney positively impact its overall image and reputation.

Besides, business has managed to attract more investors, reduced their risks and addressed stakeholder concerns.

Workers said that “a job where I can make an impact” was important to their happiness.

8. “Nightmare conditions in Disney factory” / New Zeland Herald magazine URL: http://goo.gl/FHiezj (accessed: 14.05.2014)

• The key audience of corporate responsibility of Disney is kids and families. Thus, Disney strives to preserve family values and propose healthy way of life, along with involving children and parents in different mutual activities.

TRYit campaign

• There is a close connection between organizational culture of the Walt Disney Co and its CSR programs. Because of the perception of Disney’s organizational culture by consumers, there is a pressure on them to “give something back.” This is done through the programs including philanthropy and volunteerism.

Economic benefits:

 A 10% reduction in the corporation’s electricity use is enough to power the annual consumption of 3 of their theme parks.

 Global economic turmoil hasn't yet shaken any of the company's core businesses.

 Walt Disney World made an estimated $18.2 billion a year in economic activity (and are responsible for more than one of every 50 jobs in the state)

 2012 was a record year for Disney’s profits.

Brands:

Disney, ABC, ESPN, Pixar, Marvel and LucasFilm.

• Criticism towards Disney also has its place. Its issues are human rights violation, unacceptable working conditions, low wages in Asian countries ( breach of code of conduct); along with homosexual employees, lesbian show host boycotts and boycotts against beauty- and anti-christian stereotypes in Disney's media production.

Environmental stewardship

In 2009 Disney announced ambitious long-term environmental goals:

Environmental stewardship

• Achieve zero net direct greenhouse gas emissions

• Reduce indirect greenhouse gas emissions from electricity consumption

INTRODUCTION

Disneynature films

• Earth - three million trees in Brazil’s threatened Atlantic Forest
• Oceans - protected 40,000 acres of coral reef in the Bahamas
• African Cats – conserved 50,000 acres of savanna wildlife corridors in Africa.

• The activity of the Walt Disney Company has already stepped beyond the notion of CSR. This not only the corporate social responsibility – this is corporate social citizenship:

• Send zero waste to landfills

Our willingness to buy, recommend, work for, and invest in a company

• Have a net positive impact on ecosystems

• Minimize water use and product footprint

60 %

40 %

The Disney Worldwide Conservation Fund (DWCF)

our perceptions of the company

The Current Initiatives are:

our perceptions of the products or services it sells

• the corporate social responsibility,
• responsiveness,
• performance concepts.

• Disneynature

• National Park Foundation’s Ticket to Ride program
• National Wildlife Federation’s Hike & Seek events.

• Disney Worldwide Conservation Fund

• Disney’s Animals, Science and Environment, Walt Disney Parks and Resorts

INTRODUCTION

73 %

are willing to recommend companies that are perceived to be delivering on their social responsibility programs.

Environmental stewardship

CSR RepTrak®100 study

CRITICISM

of global consumers surveyed

Greenhouse Gas Emissions Reduction

Reduce harmful GHG emissions: source elimination, minimizing transportation and increasing the use of clean fuels.

CRITICISM

PLAN

The company has been accused of human rights violations. According to human rights campaigners, Disney Chinese factories used 14-year-old employees.

Water and Energy Conservation

Invest in new technologies and systems.

1. Walt Disney

Microsoft, Google, BMW

Disney developed but then abandoned the place for building a cruise ship resort, leaving hazardous materials, electrical transformers, and fuel tanks.

5. Daimler

Waste Minimization

Divert 90% of solid waste from landfills and thermal waste to energy facilities. Dispose of waste by making "reduce/reuse/recycle" procedure.

Thus, commitment to environmental issues is based both

- in the company’s legacy of environmental awareness

- and the fact that many of their products have environmental themes.

They touch on how environmentalism is integrated into the organizational culture, creating new series of programs and policies, grounded in science.

6. Sony

7. Intel

Ecosystem Conservation

Effectively plan and manage conservation lands for the preservation of native plant and animal species.

8. Volkswagen

• excessively long hours of work
• poverty wages
• unreasonable fines
• poor food
• overcrowded dormitories
• poisonous chemicals

9. Apple

SBC and the American Family Association voted to boycott Disney over benefits to gay employees and over opposition to the ABC show Ellen, in which Ellen DeGeneres' character came out as a lesbian.

10. Nestle

• Introduction
• About the Walt Disney Co.
• CSR in the USA
• CSR initiatives of Disney
• Critics
• Conclusions
• References

It has been criticized also by animal welfare groups, for their care of and procedures for wild animals at Disney's Animal Kingdom theme park, and for using purebred dogs in movies such as 101 Dalmatians.

CORPORATE SOCIAL RESPONSIBILITY IN THE USA.

SOCIAL RESPONSIBILITY AT THE WALT DISNEY COMPANY.

Dasha Shaban,

School of Business and Management of Technology of BSU

Business Administration, Group 311

Scientific Adviser:

Lukin Sergey Vladimirovich

Head of a Chair of Business Administration

Doctor of Economics, Associate Professor

Minsk, 2014