Proactive communication, a more assertive form of CSR communication, is where a company makes a solid investment in the statement of their corporate social responsibility engagements and communicates this at a much higher frequency. Through the first core value, nutrition and health and The Dannon Institute, the yogurt company can effectively education consumers on the subjects and emphasis the correlation between good nutrition and good health. By engaging consumers they can become more aware of Dannon’s efforts in regards to children’s nutrition education at a community level and the importance of healthy eating habits and being physically active (csrwire.com, 2015). By engaging with the public and supporting various local community organizations with donations and volunteer time, Dannon is demonstrating to consumers its enthusiasm for giving back and helping others, emphasizing the statement “a company’s responsibility does not end at the door of the factory gate, since its actions affects the community as a whole” which continues to serve
CASE STUDY #2-THE DANNON COMPANY4 as the cornerstone of the Dannon’s sustainable development CSR activities (BusinessWire.com, 2012). Communicating its activities with its employees would show consumers how the corporation stands behind the goals and values of its employees and its attempts to expand its responsibilities to employee satisfaction showing Dannon is more than just a company that produces wholesome yogurt (csrwire.com, 2015). By expressing to consumers its vital commitment to nature Dannon can help bring health through food to the greatest number of people and show that heathy food comes from a happy planet (Dannon.com, 2015). Communication with its consumers on its CSR initiatives that focus on the environment will show that the company is taking significant steps to reduce its carbon footprint in energy consumption, packaging, manufacturing, and overall business behaviors. These steps have incorporated the company’s mission and values with its environmental responsibility and sustainability resulting in a total reduction of more than 29 % of its carbon footprint since 2008 and 93% of all manufacturing waste being recycled at Dannon factories. These actions again reiterate Dannon’s values and the commitment to the environment by working with local milk producers close to the plant in an effort to reduce transportation emissions pre-production and post-production more than 95% of Dannon’s products are carried by trucking companies participating in the United States Environmental Protection Agency’s Smartway Transportation partnership, a program aimed at improving mileage for trucks and reducing carbon dioxide emissions through improvements in truck design (Dannon.com, 2015).
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- Spring '14
- Project Management, Corporate social responsibility, Dannon, Dannon Company