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Session 8, O'Connor

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CSR Communication: Concepts, Models & Approaches

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Session 8, O'Connor

  1. 1. A consumption conundrum: Millennials perceptions of pink ribbons AMY O’CONNOR and ALICIA E. PHILLIPS NORTH DAKOTA STATE UNIVERSITY USA CSR in COMMUNICATION CONFERENCE AMSTERDAM, 2011
  2. 2. Symbiotic Sustainability Model (Shumate & O’Connor,2010, Journal of Communication) • A macro-level explanation of NGO-corporate alliances. • NGO-corporate alliances as being constituted and made meaningful through communication• Through communication certain alliance partnerships are given primacy
  3. 3. Propositions 1 & 4Proposition 1: The existence, character, and valuation of NGO-corporate alliances iscommunicatively co-constructed by alliance partners and stakeholdersProposition 4: As the number of cross-sector alliance partners increases, thecommunication of such alliances results in a diminishing return from stakeholders; conversely the communication of a limitednumber of alliances increases perceptions of value.
  4. 4. Background
  5. 5. Research QuestionsRQ1: How do Millennials perceive the number of alliance partners communicated by SGK? RQ2: How do Millennials assign meaning to theexistence, character, and valuation of the alliance partnerships communicated by SGK?
  6. 6. FINDINGS: Number of partners 1. Pink fatigue conundrum “That’s the problem with marketing social causes like commodities; we start treatingthem like products instead of people’s lives” (Lily) and “I like seeing the pink ribbon productsbecause I think it does help…but I don’t agree how SGK has cornered the breast cancer market” (Elizabeth)
  7. 7. Number of Partners 2. Success and domination “SGK is turning into the Wal-mart of nonprofits. They’re everywhere” (Dexter) 3. A few, good partners“Having hundreds of partners means you canreach more people..but they may not be of the same quality” (Fred)
  8. 8. FINDINGS:Alliance character & value1. A desire for clear and complete financial disclosure “If I can’t find how much money is being donated I feel like they (the corporation) is trying to hide something” (William)
  9. 9. 2. Commitment & Congruency“ I had a problem with Kentucky fried chicken partnering with SGK. Like when is it okay to undermine cardiovascular health in order to promote breast cancer awareness?”
  10. 10. Summary1. AS THE NUMBER OF ALLIANCE PARNTERS COMMUNICATED INCREASES PERCEPTIONS OF ALLIANCE VALUE AND CHARACTER DECLINES2. SGK’S PLACE OF CENTRALITY WITHIN ITS SOCIAL ISSUE INDUSTRY HAS RESULTED IN CONFUSION OVER ITS EFFORTS 3. THE RESPONSIBILITY FOR THE VALUE AND CHARACTER OF THE ALLIANCE RESTS WITH THE NGO

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