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Writing Assessment 2
“The claims of companies to be ethically orenvironmentally responsible are often empty good intentions.” Discuss thisstatement with reference to the Body Shop. You can also include reference toany other companies that you know about.




What is the priority to a company, theissue has been heated discussion by entrepreneurs from the. With the expandingand developing scale of the commercial organization which is supported by thewhole society, it seems to be inevitable to face the fact that the companyshould take certain measures to actively react to the community. Furthermore,ethical and environmental-friendly actions are on demand. Forexample, charity donation plans should be put on the annual schedule as well as harmless materials in their products.

However, good intentions seems not alwayslead to good results. As an old saying goes: easy to say , hard to do.That is suitable for everyone and let alone for a company on which hundreds orthousands of workers are depending. . As a corporation, making interestand profits from the customers and markets has been widely regarded as the top goal.
As a result, contradictionsappears
between the executive staff ,who aim to carry out the plan based on the intentions ,and the shareholders, whoprovided high-risky funds hoping to earn more profits. In that way, subtle changes maygradually happen and show up in the decisions of the top-staff.

Take the body shop as one example, it’sundoubtedly a company with a distinctive moral goal when it wasestablished by Anita Roddick, “made from natural ingredients”, ”to the pursuitof social and environmental change”(Anita Roddick,1976), all these brandsabsolutely showed the strong ambition and we can hardly deny her good faith tothe society. However, adverse events occurred and thus prevented thecompany from continuing pursuing the intentions. On one hand, a financialcrisis happened along with ruthless competition in the markets. Such assupermarkets,. which have entered the cosmetics market, offer a lower price(Boddy,2005). Consequently, Roddick was no longer actively in managing and
a new management team which focus on theprofits was appointed to save the company. It’s hard to evaluate if the changeis on the right track, but it definitely reflect that compromise has to be madesometimes.
On the other hand,criticism and suspicions have been raised for operating of the company’sintentions,. For instance, “zero dollars charity” has been found in the first11years and “lower than average charity” in recent decades. (Entine, 1996). That means the company did notdonate any money in the early years, and moreover, most companies spent moreexpenditure than the body shop.
In addition, many other claims are made on the “non-test on animal”(). A proper case should be introduced is that, recently, a Danish labrecognized that formaldehyde, which is a harmful chemical thing, had been foundin its best selling products. (Entine,1996) Although there are possibility thatthe some claims are not true, it still indicates that balancing is a relativelyhard task in most circumstances.

From the examples given above, difficultiesare found when it comes to achieve the good intention of the company, whileStarbucks sets a better example of a properly-balanced one. As a multi-national organizationwhich is still continuing expanding, the staffs do have a notion in mind, whichis also a statement to the public, “recognize that profitability is essentialto our future success”. It indicates that pursuit of profits is a paramountfulfilment. Another goal is held simultaneously that “contribute positively to ourcommunities and our environment”. Moreover,
for keeping thatpromise, activities as Contributing Five Cents U.S. to the Global Fund fromEvery Hand-Crafted Beverage Sold are promoted, which can be seen in their website, has gained appreciation from the society and effectively attract morecustomers. In conclusion, Starbucks has created a win-win situation with anappropriate position.

In brief, good intentions are not alwaysthe empty ones and whether the company can achieve the goal depends on therationality and feasibility of its plan.

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