Branded!
353 Pages
English

Branded!

-

353 Pages
English

Description

>Eblast & review mailing campaign to busines magazines, business sections of newspapers and NGO newsletters as well as Alternative magazines >Publicist will be hired to arrange a national radio campaign >Advertising in Sierra, Greenpeace newsletter, Ethical Businesss, E MAgazine, Green Money Journal, Co-op America, IN Business, UTNE >Postcard mailing to International Studeis Associatons & Business for Social Responsibility mailing lists >Academic mailing to Business & Econmics preofessors >Bulk purchases expected from corporate leaders & NGO's mentioned in the book---------------------------23152280018087 Content-Disposition: form-data; name="mktgTyped"

Why market campaigns and certification systems are actually working.

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Published 01 March 2009
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EAN13 9781550923544
Language English
Document size 2 MB

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Advance praise for Branded!
Branded!is a must read for everyone who ever wondered how to use their pur-chasing power to transform the behavior of giant corporations. Drawing on a wealth of insider knowledge, Conroy weaves a riveting tale of the people and strategies that have brought us fair trade coffee, certified wood, sweatshop free apparel, eco-tourism and more. His cogent analysis suggests the “certification revolution” has only just begun. — Fran Korten, Publisher,YES! Magazine
Branded!illuminates through the knowledgeable lens of practice and applied analysis the emerging force of collaboratively-developed standards and certifi-cation initiatives as the 21st century’s grass-roots driven approach to global governance. — Simon Zadek, Chief Executive of AccountAbility, Senior Fellow at J F Kennedy School for Government at Harvard University, and author of the award-winning book,The Civil Corporation
Michael Conroy leads us on a remarkable tour de force of the development of certification systems and their impact on business sectors from forest products to retailers. His book is instructive reading for business leaders and civil ac-tivists alike. — Travis Engen, former President & CEO, Alcan Inc.
Branded!is a must read for everyone interested in shaping more accountable corporate social responsibility standards and practices—ensuring that the eco-nomic metrics tell the whole truth about producing commodities, goods and services—and for those in the global justice and sustainability movement. — J. Gabriel Lopez, Director of Global Strategies, The World Conservation Union
An intriguing set of stories that depict the growing “age of corporate accounta-bility.”Branded!is required reading for every global business and NGO senior manager. Conroy surveys the past, exposes the present — and forecasts the “collaborative standards” on which corporations will be certified and ulti-mately valued by investors, employees, consumers and civil society.” — Barbara Fiorito, Board Chair, Oxfam America Advocacy Fund, and Board Chair, Fair Trade Labelling Organizations International, Board Chair, Forest Stewardship Council - US
AsBranded!goes to print, a global network of NGOs is living the story told by Dr. Conroy and trying to bring accountability to the mining sector. The net re-sult should be a guilt-free wedding ring, new incentives to mine right, and more accountability where it matters—in communities. — Stephen D’Esposito, president and executive director, Earthworks
I highly recommendBranded!as the best analysis I have ever seen of how and why sustainability certification is helping to transform the global marketplace. Michael Conroy looks at the warts as well as the successes, and gives a fair as-sessment of the prospects for certification over the long haul. — Barbara Bramble, Senior Advisor for International Affairs, National Wildlife Federation, and Board Chair, Forest Stewardship Council
Is it in global corporations’ self-interest to act as environmental and social stew-ards? Conroy’s book provides an insider’s account of the answer to this question by assessing NGO efforts to ‘certify’ companies who agree to behave according to a set of “on the ground” standards, to target and shame non-compliers. Branded!will be indispensable to scholars and practitioners alike who care about understanding how market incentives can transform corporate behavior, and will be required reading for my class on corporate social responsibility. — Benjamin Cashore, Professor, Environmental Governance and Political Science, Yale University
NEWSOCIETYPUBLISHERS
          P            A catalog record for this publication is available from the National Library of Canada. Copyright © 2007 by Michael E. Conroy. All rights reserved.
Cover design by Diane McIntosh. Cover image © and courtesy of NoSweatShop.com. Sneaker is a Hemp Hightop made with 100% organically-grown hemp uppers, vegan and sweatshop-free, produced by the pioneers of the anti-sweatshop brand, www.NoSweatShop.com, based in Massachusetts, USA.
Printed in Canada. First printing July 2007. Paperbackⁿ: 978-0-86571-579-0 Inquiries regarding requests to reprint all or part ofBranded! should be addressed to New Society Publishers at the address below. To order directly from the publishers, please call toll-free (North America) 1-800-567-6772, or order online at www.newsociety.com
Any other inquiries can be directed by mail to: New Society Publishers P.O. Box 189, Gabriola Island, BCV0R 1X0, Canada (250) 247-9737
New Society Publishers’ mission is to publish books that contribute in fundamental ways to building an ecologically sustainable and just society, and to do so with the least possible impact on the environment, in a manner that models this vision. We are com-mitted to doing this not just through education, but through action. This book is one step toward ending global deforestation and climate change. It is printed on acid-free paper that is 100% post-consumer recycled (100% old growth forest-free), processed chlorine free, and printed with vegetable-based, low-VOC inks, with covers produced using Forest Stewardship Council-certiŠed stock. Additionally, New Society purchases carbon oªsets annually, operating with a carbon-neutral footprint. For further infor-mation, or to browse our full list of books and purchase securely, visit our website at: www.newsociety.com
NEW SOCIETY PUBLISHERS
www.newsociety.com
I dedicate this book to my life partner and wife, Lucy Atkin, whose help with conceptualization and tone was critical, whose early reading of the whole book improved it immeasurably, and without whom the dozen years of work behind its conceptualization and completion would have been far less fulŠlling…and much less fun.
And to my brother Ger Conroy, taken from us at the peak of his power, in 2004, who continues to be my strongest inspiration for the righteous pursuit of a fairer, saner, racism-free world.
And to Lucy’s kids and mine, each inspiring in his or her own way, while forging their own ethical futures in this increasingly complicated world.
And Šnally to the thousands of dedicated staª of the scores of nonproŠt organizations who labor for NGO salaries, far less than they could earn in the corporations they seek to transform, while moving this certiŠcation revolution forward. You are the “salt of the earth,” struggling for global social and environmental accountability, and the hope of the future!
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Contents
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . xiii
Branded! The Unexpected Consequences of Successful Global Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Seemingly Improbable Corporate Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 From Branding to. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. Branded! . 6 The Basics of CertiŠcation Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 ProŠle 1.1. A Corporate Cautionary Tale: The Story of Nike . . . . . . . . . . . . . . 11 Why Do Businesses Engage? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 The Critical Three-Way Combination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Development Stages for CertiŠcation Systems . . . . . . . . . . . . . . . . . . . . . . . . 18 ProŠle 1.2. An NGO Cautionary Tale: The Story of Green Seal . . . . . . . . . . . 19 The Voices of Fundamental Opposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 The Rest of the Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
RedeŠning Corporate Social and Environmental st Accountability for the 21 Century . . . . . . . . . . . . . . . . . . . . . . . . . . 27 A Brief History of Corporate Social Responsibility . . . . . . . . . . . . . . . . . . . . . 27 Critique of Corporate Social Responsibility . . . . . . . . . . . . . . . . . . . . . . . . . . 28 st Re-speciŠcation of CSR for the 21 Century . . . . . . . . . . . . . . . . . . . . . . . . . . 30 ProŠle 2.1. Internet Instruments for Corporate Accountability: The Business and Human Rights Resource Centre . . . . . . . . . . . . . . . . . . 32 ProŠle 2.2. Rebuilding a Company Around Corporate Social Accountability… and Winning! The Marks & Spencer Story . . . . . . . . . . 35 Collaborative Governance and Capitalism 3.0 . . . . . . . . . . . . . . . . . . . . . . . . 38
Leveraging the Brand: The Essence of Ethical Business Campaigns . . . . 43 Factors behind the Emergence of Market Campaigns . . . . . . . . . . . . . . . . . . 43 Promoting a Race to the Top . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 ProŠle 3.1. Speaking Truth to Power: Michael Marx and the Evolution of Corporate Market Campaigns . . . . . 48 ProŠle 3.2. The Making of a Market Campaigner: Michael Brune of Rainforest Action Network . . . . . . . . . . . . . . . . . . . . . . 54 Market Campaigns in a Broader Context: The Power of NGOs . . . . . . . . . . . 55 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
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B R A N D E D !
Birth of It All: Transforming the Global Forest Products Industry . . . . . 61 The Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Birth of the Forest Stewardship Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Building Corporate Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 ProŠle 4.1. Richard Z. Donovan and the Rainforest Alliance SmartWood Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 ProŠle 4.2. Building Support for FSC Success: Bruce Cabarle and WWF-US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 ProŠle 4.3. FSC and the Amazon: Roberto S. Waack of Grupo Orsa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Institutional Maturation of the FSC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88 ProŠle 4.4. Building a Mature Global Forest Products CertiŠcation System: Heiko Liedeker of the FSC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Tapping the Ethic of “Fairness”: Certifying Global Commodity Trade . . . . . . . . . . . . . . . . . . . . . . . . 97 Basic Notions of Fair Trade (The Issues? Background?) . . . . . . . . . . . . . . . . . 98 CertiŠed Fair Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 ProŠle 5.1. Building Fair Trade into Corporate Culture: Bob Stiller of Green Mountain Coªee Roasters . . . . . . . . . . . . . . . . . . . . . 104 CertiŠed Fair Trade in the US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 ProŠle 5.2. Paul Rice and TransFair USA: An NGO that “Works at the Speed of Business” . . . . . . . . . . . . . . . . . . . . 112 ProŠle 5.3. Taking Fair Trade to the Consumer: The Wild Oats Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
Even the Banks Can Do It! New Accountability in Global Finance . . . . . 121 The Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122 Campaigns and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127 ProŠle 6.1. Bringing “Charismatic Commitment” to the World Bank Group: Rachel Kyte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133 ProŠle 6.2. Caught in the Cross-Hairs, Responding with Flair: Pamela Flaherty of Citigroup . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 ProŠle 6.3. Pioneers in the Implementation of the New Banking Standards: Matt Arnold and Sustainable Finance Ltd. . . . . . . . . . . . . . . . 144
Can Tourism Be Tamed? Toward a Sustainable Tourism Stewardship Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 The Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150
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CertiŠcation in the Tourism Sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154 ProŠle 7.1. Building the Ethic of Sustainable Ecotourism: Martha Honey of the International Ecotourism Society and the Center for Ecotourism and Sustainable Development . . . . . . . . . . . . . . . . . . . . . 156 ProŠle 7.2. CertiŠed Ecotourism Pioneer: Karen Lewis of Lapa Rios Ecolodge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164 ProŠle 7.3. Building Global Tourism CertiŠcation: Tensie Whelan, CEO of Rainforest Alliance . . . . . . . . . . . . . . . . . . . . . . . . 165
Accountability Comes to Mining: Building an Assurance Process . . . . . 169 The Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170 The Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171 ProŠle 8.1. Leading the Jewelry Industry Toward Greater Sustainability: Michael Kowalski of Tiªany & Co. . . . . . . . . . . . . . . . . . . . 174 ProŠle 8.2. Forging the “No Dirty Gold” Campaign: Payal Sampat of Earthworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
Can CertiŠcation Systems Reduce Global Poverty? . . . . . . . . . . . . . . . . . 187 Building Assets and Alleviating Poverty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187 ProŠle 9.1. Community-based Indigenous Success under the FSC: The Story of San Juan Nuevo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 Responses to the Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
CertiŠcation Opportunities and Challenges Encountered in Other Arenas: Fisheries, Toxics, and Labor . . . . . . . . . . . . . . . . . . 207 The Marine Stewardship Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212 ProŠle 10.1. Rebuilding the Core of Well-Managed Fisheries: Rupert Howes at the MSC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217 Certifying Labor Practices in the Apparel Industry . . . . . . . . . . . . . . . . . . . . . 219 ProŠle 10.2. Tackling the Tough Job of Factory Auditing: Heather White, founder of Verité . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 228 Campaigns Against Toxics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 230 ProŠle 10.3. Stripping Electronics of Its “Clean” Veneer: Ted Smith of the Silicon Valley Toxics Coalition . . . . . . . . . . . . . . . . . . . . 232 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
Industry Push Back, and the Failure of Second-Party CertiŠcation Eªorts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241 Challenging NGO Legitimacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242 Industry-Led CertiŠcation Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243 Rešections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253