Business and Management INK

Good in Theory, Bad in Practice: Corporate Social Marketing in the Alcohol Industry

January 26, 2016 1235

Green Margarita

Corporate social marketing (CSM) campaigns are used to improve the image of a wide variety of companies. Each CSM initiative is unique, but when it comes to companies in the alcohol industry, CSM campaigns seem to share a certain moral ambiguity. In sharp contrast to the other CSM initiatives, which demonstrate how an organization contributes positively to the community, similar campaigns for companies in the alcohol industry have drawn criticism for the way they promote “responsible drinking.” In their article, “Smokescreens and Beer Googles: How Alcohol Industry CSM Protects the Industry,” published in Social Marketing QuarterlySandra C. Jones of Australian Catholic University, Austin Wyatt of Swinburne University of Technology, and Mike Daube of McCusker Centre for Action on Alcohol and Youth delve into why CSM campaigns for organizations in the alcohol industry can prove to be problematic, particularly for the community.

The abstract:

Corporate social marketing (CSM) is one of several initiatives companies can undertake to demonstrate their corporate social responsibility (CSR). While there are many motivations for CSR and CSM, all are linked to profit in some way, including promoting the reputation of the organization. While CSM is often seen as evidence of SMQ Jan 2016organizations making a contribution to their community, there are some industries whose CSM campaigns have drawn considerable controversy and criticism. This article discusses the role of the alcohol industry in developing and disseminating “responsible drinking” CSM activities. It discusses some of the problems identified with alcohol industry CSM campaigns—including evidence that industry education campaigns communicate ambiguous messages; improve public perceptions of the industry but do not discourage harmful or underage drinking; and divert attention from more effective approaches, such as controls on price and availability. The paper also addresses the issue of other CSM/CRM activities undertaken by the alcohol industry, such as encouraging consumers to purchase a brand by donating a proportion of the profits to health and social causes (including those that are exacerbated by alcohol consumption). It discusses the value of these activities for the industry and their potential negative impact on the health of the community. In summary, the evidence suggests that industry CSM and CRM activities protect the industry (from restrictive policies and declining sales) but may in fact be detrimental to the community.

You can read “Smokescreens and Beer Goggles: How Alcohol Industry CSM Protects the Industry” from Social Marketing Quarterly by clicking here. Want to know all about the latest research from Social Marketing Quarterly? Click here to sign up for e-alerts!

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

Using Intelligent Self-Limitation to Explore the Distinction Between Environment and Umwelt
Business and Management INK
December 6, 2024

Using Intelligent Self-Limitation to Explore the Distinction Between Environment and Umwelt

Read Now
The Authors of ‘Artificial Intelligence and Work’ on Future Risk
Innovation
December 4, 2024

The Authors of ‘Artificial Intelligence and Work’ on Future Risk

Read Now
From Conflict to Peace: Reflecting on the Leadership of John Hume in Northern Ireland
Business and Management INK
December 3, 2024

From Conflict to Peace: Reflecting on the Leadership of John Hume in Northern Ireland

Read Now
The End of Meaningful CSR?
Business and Management INK
November 22, 2024

The End of Meaningful CSR?

Read Now
Boards and Internationalization Speed

Boards and Internationalization Speed

This article aims to explore how the boards of international new ventures (INVs) develop throughout the internationalisation and growth phases of the firm.

Read Now
How Managers Can Enhance Trust

How Managers Can Enhance Trust

How to stimulate interpersonal trust in organizations? How can performance management contribute to trust? And, can other types of management control also […]

Read Now
The Role of Place in Sustainability

The Role of Place in Sustainability

In this article, co-authors Arno Kourula, Panikos Georgallis, Irene Henriques, and Johanna Mair reflect on the inspiration behind their research article, “Introduction to the Special Issue […]

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Newest
Oldest Most Voted
Inline Feedbacks
View all comments