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A critical Evaluation of Unilever's "Project Sunlight"

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josh kennedy

on 15 January 2014

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Transcript of A critical Evaluation of Unilever's "Project Sunlight"

A Critical Evaluation of Unilever’s ‘Project Sunlight” CSR initiative, Including its Public Communication

Hannah Holmes & Joshua Kennedy

Sign Posting

Dew Bank Bottle
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CSR & Unilever
A look at Project Sunlight
Social Media
Economic Factors
Marketing Strategies
“Dove, which tears down women's stereotypes, and Axe, which keeps those stereotypes alive for its target market of young men”.

(Post, 2013)
Social Media
Growth Economy
Fear Marketing
‘CSR describes a company’s obligation to manage its activities to protect the interests of all its stakeholders. Through CSR, companies voluntarily decide to respect and protect the interests of a broad range of stakeholders while contributing to a cleaner environment and a better society through an active interaction with all.’ (Mullerat,2010,p14)

“the history of business suggests an early emphasis on the economic and then legal aspects and a later concern for the ethical and discretionary aspects” (Carroll, 1979).

“the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service” (Greenpeace).
Melillo, Miller, and Solman (2006) explained, “No matter how genuinely concerned these companies might be, it’s unlikely they’d be pursuing this angle if there weren’t profit to be had.”
Anthropocentric vs Eco centrism
Unilever (2013
This is confirmed by Justine Roberts, CEP and co-founder of Mumsnet, which is a website created specifically to offer advice for parents. She stated that ‘Many of our users agree that they have been inspired by their kids to make positive changes so perhaps Unilever are on to something
Main streaming environmental issues has made CSR much more important (Sen, et al.2001) Unilever have taken advantage of this through the creation of Project Sunlight which aims to motivate the public to adopt more sustainable lifestyles.

There are criticisms of the the communication as it misses out viral aspects, places blame on public, has a largely Anthropocentric view, and also considered by some as Greenwash as they have been under scrutiny in the past.

Supporting pro-growth does not help their cause, however not all theorists question growth.

Strategies can be brought under scrutiny with potentially immoral tactics

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Any Questions?
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