As a human being, it is disheartening to witness how economic interests take precedence over life itself. As a marketer, it becomes even more troubling to observe how colleagues and companies use this social and administrative process to conceal flaws and poor practices.
Within the vast realm of marketing, there is a branch known as social marketing. The goal of social marketing is for individuals, organizations, and companies to contribute positively to society, creating a significant impact. These initiatives are often linked to the concept of a socially responsible company.
A socially responsible company acknowledges its social, economic, and environmental impact on its surroundings. These organizations drive their productivity based on ethical and moral standards, committed to fostering positive changes both internally and externally (Pursell, 2021).
Everything seems ideal up to this point. However, what happens when companies become "Monarchs of the Shadows" and their marketing teams turn into "Pirates of Dreams," spreading the "Malaria of Mediocrity"?
Discussing sustainability is a complex issue. As mentioned in Leaks in Our Teapot, there is often an attempt to point fingers at those responsible for the problems within the tea industry. However, it is crucial to recognize that we all share some responsibility. Instead of blaming, we must focus on creating positive change. Yet, ignoring reality makes it difficult to become effective agents of transformation.
In recent months, I have been closely following a controversy in Kenya involving a native community and a multinational tea company. Guy Chambers' articles on this topic have shed light on a reality that, otherwise, probably wouldn't have reached me.
Sadly, many similar situations never see the light of day. This led me to reflect on how each link in the chain[1] has an impact. But can the last link influence the agents behind it?
To answer this question, I turned to Guy Chambers, a business leader with 30 years of experience in the beverage industry. Chambers is the founder and managing partner of 101 Partners, a consulting and acquisitions firm that drives positive change in the sector.
Throughout his career, he has held significant roles, such as CEO of Finlays (a global B2B tea and coffee company), COO of Damin (the world's largest tea extract producer), and COO of Swire Coca-Cola. His experience leading transformations in organizations across China, Africa, the United States, and Europe is impressive.
When asked what motivates him, Chambers replies that he firmly believes that businesses, when managed with purpose and integrity, can be a force for good in the world. According to him, tea has a unique power to connect global communities, creating value for consumers and sharing it with the local communities that grow it.
Now, let's return to our question: What about tea's dark past, so present that in Leaks in Our Teapot, it was referred to as "the colonies of the 21st century"?
This past affected the societies of that time and has shaped the current dynamics of the industry, leaving marks that are difficult to erase.
To overcome this legacy, it is essential to dismantle the colonial structures and the mindsets and institutions that perpetuate these practices. Only then can a new era be built based on mutual respect and empathy, benefiting all levels of the value chain equitably (THIRST, 2023).
I asked Chambers: Can multinational tea companies be considered the new colonial empires? To my surprise, he answered:
"No. It would be an oversimplification to describe all multinational tea companies as "new colonial empires." Some of today's multinational companies have long histories that started in colonial times. Those organizations need to evaluate their operating model and culture to ensure that they remain 'fit for purpose' in the 21st century. Many organizations have made public commitments to new guidelines – such as the UN Guiding Principles for Business & Human Rights – but the awareness of this within some organizations is low, and actions are not following commitments. This needs to change because consumers will hold organizations accountable – legislation (such as EU CSDDD) and strategic litigation are increasing in some markets."
However, as I mentioned earlier, we all share responsibility. For Chambers, the consumer's role is crucial:
"Every time a consumer chooses a tea brand, they are making a choice about."
So, should we "call out" the companies, the situation, or the responsible parties? Chambers' response is clear: "Yes." But exactly who should we call out? Without hesitation, he states:
"Any company that is not following UN Guiding Principles for Business & Human Rights or their corporate code of conduct needs to be 'called out.' Ultimately, the leader (CEO) of the organization is accountable for the actions and behaviors of the firm. This is tough, especially for large firms. The larger the firm, the more difficult it is. But it is critically important because if it is not the leader of the firm, then who is accountable?"
In this interconnected world, we often feel small or powerless to act because of distance, language barriers, or simply because we are at home. But the truth is, today, more than ever, we have the power to influence, regardless of distance, language, or location.
Digital reality has transformed our ability to act. Today, as consumers, we can be on the other side of the planet, evaluating and making decisions about our chosen brands. Technology has given each individual a voice, which has a power that should not be underestimated.
As Ramírez (2021) points out, today's consumers are empowered by the tools at their disposal, such as social media, review platforms, and digital forums. If a company fails to keep its promises, that consumer can share their experience and make it public. Companies can no longer operate with impunity; scrutiny is constant and collective.
Despite being "mere" consumers, staying silent or pointing out a situation can impact the lives of thousands. As shown in Leaks in Our Teapot, we must step out of our comfort zone and start caring for one another. We all have the right to a dignified life. Let's not empower those who trample on others just for their own interests because, in the end, we will all collectively pay the price.
Anyone can have a page on a website titled "Our Purpose," paraphrasing Uncle Ben's words to Peter Parker. Let's go beyond the label and discern whether how these companies are marketed is how they genuinely operate.
Let's follow the Tea wisdom of Guy Chambers: Think Big, but then think how to start small and scale fast. Be humble and confident. Make a difference.
¡Until next Time!
Satoricha ~
[1]: Distribution / Value Chain
References
Pursell, S. (2021, November 12). Empresas socialmente responsables: qué son y ejemplos. Blog de HubSpot. Retrieved November 24, 2024, from https://blog.hubspot.es/marketing/que-es-empresa-socialmente-responsable
Ramirez, M. D. (2021, 01 05). “MUNDO NUEVO” DEL MARKETING 4.0. Investigación Y Desarrollo, 3, 73 - 82. https://dicyt.uajms.edu.bo/revistas/index.php/investigacion-y-desarrollo/article/view/9
Shivji, A. (2022, February 23). Human Rights in The Tea Sector: The Big Picture. Business & Human Rights Resource Centre. Retrieved August 5, 2024, from https://thirst.international/wp-content/uploads/2022/05/THIRST_HRIA_Lit_Review_Final.pdf