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?