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Cadbury - Marketing - Feeling Guilty for the Wrong Reasons

In: Business and Management

Submitted By alexlee1
Words 1476
Pages 6
Introduction
Whilst most people love eating chocolate, they often feel a twinge of guilt for eating the fattening bar that was so delicious less than a minute before, however in New Zealand consumers have recently been feeling guilty for another reason. In 2009 it was discovered that Cadburys Chocolate have replaced Coco Butter with Palm Oil, a cheaper alternative that people claim has negative effects on the environment. Problems linked to the production of palm oil include the destruction habitat where endangered species live, (Sumatran Tiger and the Asian Rhinoceros amongst others) significant greenhouse gas emissions, and large scale deforestation. The ensuing outcry not just from the public but from groups including World Wildlife Foundation and Greenpeace, to local organisations such as the Auckland Zoo which removed Cadbury Products from its shelves in protest meant that Cadburys was forced to revert back to an only Coco Butter recipe even though it claimed to only be using certified sustainable Palm Oil. This has become a perfect example of ‘green’ and ‘ethical’ issues coming to light and forcing a company as large and Cadbury to take a step back and reverse a decision due to customer pressure.
As green issues are highlighted more and more in today’s world, how important is green and ethical marketing to a large multinational such as Cadbury and how much power does the public have to make them stop, or change their practices so that they align with opinion? Furthermore how far do these companies, specifically Cadbury actually go to implement green strategies, and what type of governance do they employ within the companies to make sure they stick to their targets?
Body – The Importance of Green and Ethical Marketing and Public Persuasion
It is clear in today’s modern world that green issues are in the forefront of people’s minds. We are bombarded with…...

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