environmental responsibility or greenwashing? philip morris’ societal alignment strategy joshua s....

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Environmental Responsibility or Greenwashing? Philip Morris’ Societal Alignment Strategy Joshua S. Yang Department of Health Science California State University, Fullerton Funding Source: NCI CA-113710-02

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Environmental Responsibility or Greenwashing? Philip Morris’ Societal Alignment Strategy

Joshua S. YangDepartment of Health Science

California State University, Fullerton

Funding Source: NCI CA-113710-02

“Will Big Business Save The Earth?

“…we should get over the misimpression that American business cares only about immediate profits, and we should reward companies that work to keep the planet healthy.”

-Jared DiamondNew York Times, 5 December

2009

Societal alignment:

“Shorthand way of saying we want

to be and be seen as a responsible

manufacturer and marketer of our

products.” (emphasis added)

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Areas of Alignment

Youth smoking

Health effects oftobacco products

Support of“reasonable” regulation

Responsible marketing

Comply with regulatoryrequirements

Reduced harm products

Value employees

Engage with business partners

Reduce environmentalimpact

Community development

Ensure return to investors

The health effects of tobacco products

The expectation…

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“…a responsible tobacco company must‘acknowledge’ both ‘the health effects’ and ‘theaddictiveness’ of their products.”

“Coming clean” on the health effects of tobacco products

The alignment…

“…we should pay close attention to the concerns and criticisms of public health authorities… the public expects that from us.”(emphasis added)

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“…agree with the over-whelming medical and scientific consensus that cigarette smoking is addictive and causes serious diseases…”

“Coming clean” on the health effects of tobacco products

The truth…

• PM has not admitted deception in previous statements on the health effects of smoking

• PM has not changed its legal position on the health effects of smoking

• “Agreeing” is not accepting liability

PM Public Opinion Data, 2004

Wish there was some way to eliminate cigarettes 68%

All cigarette advertising should be banned 62%

Right and responsible thing to do… go out of business 59%

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Discussion

• “Sustainability” must be broadened to keep not only the planet healthy but people healthy as well.

• Benefits of environmental initiatives should not mask the social costs of a corporation’s continued operation.

• “Societal alignment” was a selective repackaging of previous positions on key issues.