Social Responsibility in UK Supermarkets - Essay Example

Do the UK Supermarkets provide the consumer with what they demand for and does that make them socially responsible' The latter half of the twentiethcentury and the years into the twenty first are marked by a marked shift in cultural values. It is not farfetched to say that this period has seen the prevalence of consumerism and materialism, with a simultaneous decline in more sophisticated cultural pursuits. This historically unprecedented development has led to new ethical quandaries, especially addressed toward the business corporations that actively perpetrate such values and lifestyles that favour their bottom lines. Large departmental stores, also called supermarkets, have replaced the traditional retail outlets such as family owned shops around the corner. The supermarkets serve as the liaison between the manufacturers and consumers. The questions pertaining to corporate social responsibility are applicable to both the manufacturers and dispensers (or the supermarkets). The rest of this essay will ponder the question of how successful supermarkets in the UK have been in providing a sufficient range of products while also taking into consideration the long term consequences on people and environment. One of the issues related to corporate social responsibility is 'green consumption', meaning a consumption pattern that is ecologically sustainable. This translates into finding the right balance between "agricultural production and consumers, particularly the new food economy and the growth in sales of organic produce" (Gilg, Barr & Ford, 2005). Research conducted to understand the relation between citizen attitudes and responsible consumption reveals an interesting finding. In spite of most people in Britain saying that they are concerned about the environment and its health is of great importance to them, their consumption patterns remain unsustainable. What this reveals is the fact that the public relations industry in the UK has done a thorough job of suppressing the real state of the environment and how present consumption patterns will adversely affect it in the future. And supermarkets, being an integral part of modern consumerist culture are equally liable for this state of awareness in the UK (Gilg, Barr & Ford, 2005). If lack of creating awareness among consumers is a failure on part of the supermarkets, being direct contributors to environmental pollution is another criticism against supermarkets. Given that 74 percent of the retail sector in the UK is garnered by large supermarket stores, the amount of environmentally hazardous material such as plastic that they use for packaging and carry-bag needs is huge. But, some section of the sector has risen to the challenge and has erected strict rules related to plastic bags. As Lucy Neville-Rolfe states, "It is really to be welcomed that Tesco, Marks & Spencer, and some of the others, have taken sustainability seriously, and are trying to do more. But, if we want localism, variety of supply and smaller distribution chains, we want the big four supermarkets to grow less and we want more genuine choice in the high street. For instance, I read in the Guardian today about 300,000 carrier bags being fished out of the Thames on the Isle of Dogs. Why don't the leading supermarkets across UK do what the town of Modbury in Devon has done and say, "We are not going to give free carrier bags any more"'" (New Statesman, 8 Oct. 2007) Moreover, research also suggests that consumers are not entirely happy with the range of products being offered them. A common complaint among consumers is the lack of real meaningful variety among the merchandise on offer. This standardization of commodities is a phenomenon that is closely related to the 'lack of human touch' that has come to define the supermarket experience. But not all is negative about how supermarkets are perceived by the general public in the UK. With more supermarket chains in the UK taking social responsibility seriously, their endeavours in this direction have contributed to a change in public perception. Further, in a survey carried out recently to measure accountability and trust levels on British business enterprises, the results were mixed for supermarkets. Interestingly, Tesco came out on top in a few parameters like convenience and came at the bottom in terms of its sustainability policies. What we have here, in the case of Tesco, is a case of a leading supermarket chain, impressive in the fulfilling immediate consumer wants while failing to apply a socially responsible policy for sustaining its operation in the long-term. According to government representative Philip Cullum, the Tesco example is symptomatic of other top supermarkets in Britain: "We would like to see Tesco, the top supermarket, being top of our league table on sustainability or on healthy eating, but it is a slightly mediocre mid-table performer and none of the supermarkets have done fantastically well'there are some tenable practical things that would make a difference to consumers" (New Statesman, 8 Oct. 2007). But, Harriet Lamb counters this viewpoint by asking big brands to be accountable too: "The public has made it very clear that not just the retailers, but also the big brands should be in the spotlight. They are looking to companies and retailers to make the big, bold moves, and are giving permission for them to put corporate social responsibility (CSR) higher up the agenda" (New Statesman, 8 Oct. 2007). Lately, the government has been trying to push through the Companies Bill, which attempts to regulate corporate behaviour. Admittedly the legislation is dry and non-specific, leaving several loopholes. Yet, it is a positive first step toward a comprehensive array of legal restrictions on corporate behaviour in order to impose a culture of putting people and the environment before profits. These sets of legislations are aimed at big business corporations in the UK, including supermarket chains, in view of the fact that the food industry has so far escaped legal liability, even in the US, but it will no longer able to escape opprobrium for damaging people's health with excessive doses of fat, salt and sugar. Supermarkets are also criticized for being unfair to farmers by not paying them their due. It is in this context that the Labour government under the leadership of Tony Blair appointed the world's first minister for corporate social responsibility in 2001. But, so far, it has not led to substantial positive outcomes (Cowe, 2003). The food industry in general and supermarkets in particular have a fine balancing act to do, as they try to keep shareholders and consumers happy without undermining the condition of environment and ecology. The issue is increasingly coming into focus as new forms of political activism have demonstrated. The fact that business corporations hold more financial power than governments has also weakened the latter's efforts at enforcing ethical corporate behaviour. A case in point is the controversy generated by GM food products. When the government proved ineffective in pulling GM food products off the shelves of supermarkets in the UK, it is popular consumer activism that actually had an effect. The supermarket chains, faced with consumer discontent, pulled the products off their shelves overnight. This is both a testimony and hope for an empowered consumer (Hertz, 2001). Offering a range of quality products at discounted prices is not all that is expected of corporations these days. To achieve consumer satisfaction is dependent not only on how well a supermarket treats its patrons, but also whether it is taking the necessary steps toward social responsibility seriously. As noted commentator Noreena Hertz points out, "'It is not just the brown-rice-eating, sandal-wearing brigades who are making demands: 60 per cent of UK consumers are prepared to boycott stores or products because they are concerned about their ethical standards. Three-quarters of British consumers would choose a product on green or ethical grounds. More than 75 per cent of our consumers would boycott stores selling goods produced in sweatshops. Monsanto was brought to its knees by a coalition of eco-warriors and Britain's Women's Institute members -- hardly extremists by any reckoning. A coalition of churches and synagogues, the Interfaith Centre on Corporate Responsibility, with $110bn at its disposal, is among the ethical investors now using their power as shareholders not only to "regulate" corporate manoeuvres, but also to persuade corporations to do good" (Hertz, 2001). Plastic bags in particular have become the scourge of modern consumerist culture. Introduced as a water-proof bag over thirty years ago, plastic bags have come to symbolize supermarkets. The classic 'T-shirt' shaped bag design, introduced in 1982 has turned from an object of utility and admiration to one of derision today. It's been estimated that factories across the world churn out nearly five trillion plastic bags every year. In the UK alone, we use anywhere between eight to ten billion bags each year. Identifying the long-term consequences of such prolific use of plastic, activist groups immediately started lobbying to implement schemes that encourage recycling and reuse of plastic bags. Some have even suggested more radical redress to the problem. For instance, in Ireland, the 'Plas Tax' legislation implemented in 2002 imposes a heavy tax for using plastic. This had the expected deterrent effect leading to a 90% drop in usage within a few years, as well as generating funds for building recycling plants. The UK too could move toward a state of 'green consumerism', if similar penalties are imposed on not just plastic bags but on all other toxic substances that are damaging to the environment. Hence, supermarkets and their suppliers have to adopt more ethical practices in all stages of their business and attempt to strike a balance between satisfying consumer wants and socially responsible actions. References: Cowe, Roger. "Behave Responsibly, by Order of the Law!." New Statesman 26 May 2003: 26+. Gilg, Andrew, Stewart Barr, and Nicholas Ford, "Green Consumption or Sustainable Lifestyles', Identifying the Sustainable Consumer" Futures 37.6 (2005): 481+. Hertz, Noreena. "Why Consumer Power Is Not Enough." New Statesman 30 Apr. 2001: 11. James, Victoria. "Rubbish: With Our Modern Consumer Society Generating an Ever-Growing Mountain of Rubbish, Victoria James Discusses the Available Option for Dealing with It." Geographical Sept. 2005: 33+. "Round Table: Retail in the 21st Century; Are Supermarkets the Best Way to Deliver Regeneration in Our Inner Cities and to Drive Forward Policy on Sustainability, the Environment and Climate Change'." New Statesman 8 Oct. 2007: 20+. Read More