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Welcome to Ethics and Public Policy! October 25, 2010 Welcome! • Today’s tasks: – Introduce ourselves – Go over the syllabus – Set the scene for the course The big questions… • What are some major consumer problems we face today? • How might we (as consumer and as marketers) go about fixing them? Consumer problems • Obesity – Soon to be the number one preventable cause of death in the country and then the world Consumer problems • Smoking – 20% of the adult population in the US smokes • 50 years ago, 50% of men smoked, 30% of women – 1000 new smokers every day (90% start in high school) – 60% of smokers will die due to smoking-related causes – The current number one cause of preventable death in the world Consumer problems • Charitable giving – 89% of households give something – $1600 is average donation per year – Accounts for 2.2% of GDP • An important question: – Who/what does the money go to? Consumer problems Consumer problems Consumer problems OR OR OR Corporate problems Corporate problems Consumer problems • Nutrition – School lunch programs, prepackaged food, affordable food • Medical decision making – Pharmaceutical marketing, end of life decisions • Energy consumption – Dependence on foreign oil, dependence on fossil fuels • Financial decision making – Credit cards, retirement, savings • Poverty – Children in poverty, welfare, food stamps, homelessness • Addiction – Gambling, drugs, alcohol • Violence in the media – Children and video games, movies, TV shows • And more… – Product safety, organ donation, sweatshops, developing markets, allocation of resources… What is TCR? CSR? • Transformative Consumer Research • Research framed by a fundamental problem or opportunity – Strives to respect, uphold, and improve life in relation to the conditions, demands, potential, and effects of consumption • Corporate Social Responsibility • Corporate decision making that takes public interest into account – Honoring a triple bottom line: people, planet, profit Mick, 2006 Shareholder marketing? Shareholders The firm Stakeholder marketing? Government Communities Media Customers The firm Financiers Specialinterest groups Competitors Employees Suppliers Consumer advocate groups Meaningful work • A year out of this program, what do you expect your job will be? • What kind of job contributes the most to general well-being? • Practicality aside, if you could be doing anything 10 years from now, what would it be? In this course… • Two main sections: – How can we (as firms and as consumers) help consumers make better choices? – How can we (as firms and as consumers) help firms make better choices? Next time… • Why do consumers make mistakes? • What can marketing do to help?
