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Due to the growing public awareness of the often controversial economic, social and
environmental impacts of [major food retailers'] activities, (Jones, Comfort, &
Hillier, 2007) retailers have been forced to respond. Many retailers are now aiming
to promote their CSR credentials and their commitment to CSR (Jones, Comfort, &
Hillier, 2007) . Lance Moir (2001) describes CSR as the commitment of a company,
ensuring their actions are ethical in terms of economic and social development. CSR
is a prominent feature in the strategies of the top 20 UK retailers, with over 12 of the
top 20 found to be associated with all three aspects of CSR: environmental, social
and economic concerns according to a study where each retailer was placed alongside
CSR in a Google search (Comfort, Hillier, Eastwood, & Jones, 2005). One company
that performed poorly in the Comfort et al (2005) investigation was Morrisons, who
were only linked with the social factor. After performing the search again, it was
evident that Morrisons had progressed and are now associated with all three key
elements of CSR (Google, 2009).
Morrisons are one the four main players who have collectively acquired a staggering
75% share of the grocery market (Shaw, 2006), giving each retailer a significant
amount of power. According to views such as that of legitimacy theory (Moir,
2001), retailers should use this power in a responsible manner.
Today we're making a difference for tomorrow (Morrisons, 2009) is the message
promoting Morrisons' quest to be (or to be seen as) a sustainable, socially
responsible company and is the central theme to their annual CSR report. In order to
ensure the success of Morrisons' strategy for sustainability, it must be effectively
promoted to be aligned with the needs of the green' consumer. Marketing and CSR
are not always viewed as compatible, for example, The Ethical Corporation (2005)
suggests they traditionally [sit] on opposite sides of the fence. There needs to be a
focus upon sustainable strategy, with emphasis on how the sustainability is
communicated to the target audience. Blomqvist and Posner (2004) appreciate
benefits can be generated from a collaboration between CSR and marketing, which
most companies do not take advantage of.
Although Morrisons are making headway in all areas of CSR - for example they are
one of the first companies to gain the Carbon Trust Standard, certifying genuine
cuts in carbon emissions (Morrisons, 2009) - they seem to be aware that consumers
are beginning to accept green' as the standard (Simms, 1992), especially
concerning such mainstream issues as carbon reduction. This has lead to Morrisons'
sustainable strategy revolving around fresh, locally sourced food and the sustainable
benefits attached.
In order to communicate their strategy for sustainability Morrisons opted for the
medium of television, and produced the Fresh choice for you' advertising campaign
which began in 2007; the same year they first produced their CSR report. The
advert's intention was to promote Morrisons as having a wider range of fresh food
made and prepared in-store than any other supermarket. The advert focused upon
Morrisons' connection with the sourcing and supply of fresh produce. The message is
delivered via a celebrity personality who is shown walking through farms, then
seamlessly into the store. Morrisons appear to have almost euphemised their
sustainable actions within this advert, to prevent too much information
overwhelm[ing] and even crippl[ing] decision-making of the consumer (Bishop &
Cho, Spring 2008). A simple message emphasising a strong connection with
suppliers allows connotations such as we support local farms'.
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