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Paper 2 – Levi’s – having troubles with ethics piece

As mentioned in class, I want to focus my paper 2 topic on Levi’s. The company has established itself as having success with corporate responsibility – and is well known for it. Over the years the company has broadened the scope to also include more sustainable and environmental practices. I started my research with their Water<Less campaign where they are using social media to create awareness to consumers that Levi’s is using less water in the production of the jeans, engage consumers in how to help Levi’s in supplying water to less fortunate areas around the world, and to engage consumers in using less water themselves. Questions I raised were: was it enough to talk about water saved in these jeans? what about other products? Does this really attack the issue of water consumption (e.g. cotton)? the impact? – hope this gives you the gist.

I’ve recently found that late last year they began another campaign, teaming up with the Better Cotton Initiative. This continues the conversation on promoting water conservation and addressing water use in more aspects of their business. They’re currently working to educate suppliers (cotton farmers specifically) to conserve water. Overall the measures they’re taking are impacting their manufacturing and they’re communication with their customers. From here I thought I could work in some type of greenwashing ideas, but Levi’s is definitely playing in the opposite side and has managed to continually cascade it’s sustainability practices throughout their operations.

So, my question is, can I formulate my case by addressing a company that is a GOOD example? I don’t have anything to “argue” per say – but I can work through the importance of stakeholder theory and the beneficial impacts Levi’s is experiencing by it’s practices?


About Danielle Marquette

I'm a senior management major at Bucknell University. I took last semester off to work as a marketing co-op for a Johnson&Johnson consumer beauty brand. I'm from Douglassville, Pennsylvania. I have 3 younger brothers and 6 step-sisters. I could live on strawberries and pineapples.


3 thoughts on “Paper 2 – Levi’s – having troubles with ethics piece

  1. Yes. Sorry, we have done so many examples of “bad guy” companies (a simplification I don’t agree with. Is BP good or bad?) But absolutely, you can look at them as a good example of stakeholder management. For extra oomph, look for scholarship, maybe that cites Ed Freeman, that explains HOW you do stakeholder management. Are there features that transcend any one CEO?

    Part of your paper may address why more companies aren’t more like Levi’s.

    Also, FWIW, my mom spent a year counseling people in Tennessee, my home state, about loosing their jobs since Levi’s was closing factories there. You may be able to dig deeper into Levi’s and find a story of them changing over time.

    What does FLA say about Levi’s, if anything?

    Posted by Jordi | April 3, 2012, 8:44 pm


  1. Pingback: Levi’s – Levi Strauss & Co. | Seit über 10.000 Jahren Erfahrung in Versklavung - April 4, 2012

  2. Pingback: Hier kauft Ihr beim Juden… Das jüdische Firmen-Alphabet – Buchstabe L | Seit über 10.000 Jahren Erfahrung in Versklavung - April 4, 2012

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