C O R P O R A T E S O C I A L R E S P O N S I B I L I T Y

CSR

“Consumers expect corporations to be engaged in their communitiesin ways that go beyond just making financial contributions.”

Source: Rethinking Corporate Social ResponsibilityA Fleishman-Hillard/National Consumers League Study / 2007

• We are responsible to the communities in which we live and work and to the world community as well.

• We must be good citizens - support good works and charities and bear our fair share of taxes, We must encourage civic improvements and better health and education.

• We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.

JNJ’s CREDO

Robert Wood Johnson - 1943.

“Consumers are going online not only to gather CSR information from what they perceive as credible sources but also to disseminate CSR

information.”

• Long-term Commitment/Talent

Retention > $

• Personnel Satisfaction > $

• Enhance brand image and reputation > $

• Increase sales & customer loyalty > $

• Great use of Digital Technologies

><

><

><

>< >

<

What Should Corporations Do?

• Monitor consumer perceptions on the Internet and in other arenas and become GENUINELY involved with their community.

• NOT expect that consumers will be getting their information ONLY from company-generated sources alone.

• A great number of consumers will be SKEPTICAL and will check up on any claims.

JNJ’s CSR in Digital World

• Web Sites• http://www.babycenter.com.au/• http://www.access2wellness.com/• http://www.discovernursing.com/• Blogging• http://www.jnjbtw.com/• http://www.kilmerhouse.com/ (History)• Social Networking• http://www.facebook.com/ADHDMoms• http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003788871• Applications • http://www.facebook.com/applications/Acuminder%E2%84%A2/27415190831• Online Video • http://au.youtube.com/user/JNJhealth• Wikipedia• http://en.wikipedia.org/wiki/Social_responsibility