Doing Well; Doing Good; Avoiding Pink Washing

Kevin M. Brett

November 12, 2013

Think Before You “Pink”?

• “Pink Washing” is a Portmanteau word combo that joins “Pink” with “White Washing.”

• In many cases it is perception, not reality.• How can companies/organizations do good

without appearing to only do well?

Fiduciary Responsibility

• Doing Well

Fides = faith

Fiducia = trust

Fiduciarius = (holding) in trust

A legal or ethical relationship of confidence or

trust regarding the management of money or

property between two or more parties.

Corporate Social Responsibility

• Doing Good

CSR is a form of corporate self-regulation integrated into a business model.

• Sustainable responsible business

• Corporate conscience

• Corporate citizenship

• Social performance

McDonald’s: Doing Well or Doing Good?

McDonald’s Corp. (NYSE: MCD)

introduced grilled chicken salads, fruit

smoothies and other healthier foods, while

continuing to serve Big Macs, fries and

shakes.

A.Corporate social responsibility

B. Fiduciary responsibility

C. Both?

ToyotaDoing Well or Doing Good?

Toyota Motor Corporation (NYSE:

TM) introduced the hybrid Prius,

enhancing fuel mileage and

reducing air emissions.

A.Corporate social responsibility

B. Fiduciary responsibility

C. Both?

Subway:Doing Well or Doing Good

• Subway Restaurants’ “Jared” campaign uses Jared S. Fogle, “The Subway Guy,” to emphasize the low-calorie, low-grams of fat benefits of Subway sandwiches

• A. Corporate Social Responsibility?• B. Fiduciary Responsibility? • C. Both?

Oregon Football/NIKE/Kay Yow Cancer Fund

• One October* Game• Nike Marketing• Auctioned Helmets• Raised $200,000• Fiduciary?• CSR?• Both?

*Breast Cancer Awareness Month

Yum! Brands/KFC/Susan G. Komen Foundation

KFC (NYSE: YUM) unveiled its “Buckets for the Cure”

campaign, raising $4.2 million for the Susan G.

Komen Foundation and featuring the firm’s grilled

chicken offerings.

Are there ethical questions for:

KFC? Susan G. Komen?

Living Essentials/5-hour ENERGY®/Living Beyond Breast Cancer

• Five Cents for Every $2+ Bottle Sold• $387,000; $75,000 Minimum• Massive Marketing Campaign• No CEO Quotes• Special NASCAR Racer

Are there ethical questions for

5-hour ENERGY/LBBC?

The Road to Hell Is Paved with Good Intentions?

• No Good Deed Goes Unpunished?• How to Pass the PR “Giggle Test”?

1. Dedicate a Minimum Donation that Matches the Scale of the Marketing Campaign

2. Involve Your CEOs and Corporate Execs

3. Avoid Going Over the Top (e.g., NASCAR)

4. Be There Every Year

5. Earn the Benefit of the Doubt