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Pressão dos consumidores ou Responsabilidade Social Corporativa: o que levou as marcas a saírem da Rússia: a marca McDonald’s como um caso de estudo
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Resumo(s)
O termo Responsabilidade Social Corporativa é atualmente indissociável do ambiente corporativo. Com a crescente consciencialização envolta das responsabilidades da sociedade para com os outros e o planeta, os consumidores cada vez mais procuram marcas com comportamentos sustentáveis com as quais possam alinhar valores. Deste modo, as marcas têm duas escolhas: integrar a Responsabilidade Social Corporativa na sua estratégia, o que poderá trazer vantagens, mas um largo investimento, ou ignorar estas exigências e sofrer possíveis consequências reputacionais e financeiras. Esta foi a escolha apresentada às marcas perante a invasão das forças russas à Ucrânia, em fevereiro de 2022: usar os seus recursos para defender os Direitos humanos, ou sofrer nas mãos dos consumidores revoltados com a sua inação. Neste contexto, esta dissertação analisa o comportamento da McDonald’s devido à magnitude da mediatização do caso. Para tal, esta dissertação começa por refletir a aplicação da Responsabilidade Social Corporativa, assim como a sua influência na Reputação Corporativa e o poder que o consumidor e as redes sociais detêm sobre as marcas ao ponto de despoletar uma cultura do cancelamento reivindicativa.
O objetivo desta dissertação é entender o que mais motivou a saída das marcas da Rússia: a pressão exercida pelos consumidores ou a Responsabilidade Social Corporativa que as marcas defendem seguir. Para responder a esta questão foi analisado o historial socialmente responsável da McDonald’s, nos últimos dez anos, para estabelecer um padrão de comportamento da marca face a crises sociais, desde o movimento Black Lives Matter à Invasão Russa da Crimeia; o cancelamento que esta sofreu no Twitter perante a Guerra, analisando tanto estatística como subjetivamente as interações nesta rede social; a perspetiva dos consumidores face à mesma, através de imquérito lançado aos consumidores portugueses; e a opinião que os especialistas guardam sobre a postura da McDonald’s durante o processo, com recurso a uma entrevista ao Professor Paul Argenti e artigos de opinião. Os resultados sugerem que a tensão causada pelos consumidores durante as hostilidades poderá ter tido um papel mais significativo na decisão da marca do que esta admitiu até ao momento.
The term Corporate Social Responsibility is currently inseparable from the corporate environment. With the growing awareness of society's responsibilities towards others and the planet, consumers are increasingly looking for brands with sustainable behaviours with which they can align their values. Consequently, brands have two choices: to integrate Corporate Social Responsibility into their strategy, which could bring advantages, but a large investment, or ignore these requirements and suffer possible reputational and financial consequences. This was the choice presented to brands in the face of the Russian invasion of Ukraine, in February 2022: to use their resources to defend human rights, or to suffer at the hands of consumers revolted by their inaction. In this context, this dissertation analyzes McDonald's’ behaviour due to the magnitude of the case’s media coverage. To this end, this dissertation begins by reflecting on the application of Corporate Social Responsibility, as well as its influence on Corporate Reputation and the power that consumers and social media hold over brands to the point of triggering a cancel culture. The aim of this dissertation is to understand what most motivated the departure of brands from Russia: the pressure exerted by consumers or the Corporate Social Responsibility that brands claim to follow. To answer this question, McDonald's socially responsible history was analyzed over the last ten years to establish a pattern of brand behaviour in the face of social crises, such as the Black Lives Matter movement or the Russian Invasion of Crimea; the cancellation that it suffered on Twitter in the face of the War, analyzing both statistically and subjectively the interactions on this social network; the perspective of consumers regarding it, through a survey launched to Portuguese consumers; and the opinion that specialists have on McDonald's posture during the process, using an interview to Professor Paul Argenti and opinion articles. The results suggest that the tension caused by consumers during hostilities may have played a more significant role in the brand's decision than it has admitted so far.
The term Corporate Social Responsibility is currently inseparable from the corporate environment. With the growing awareness of society's responsibilities towards others and the planet, consumers are increasingly looking for brands with sustainable behaviours with which they can align their values. Consequently, brands have two choices: to integrate Corporate Social Responsibility into their strategy, which could bring advantages, but a large investment, or ignore these requirements and suffer possible reputational and financial consequences. This was the choice presented to brands in the face of the Russian invasion of Ukraine, in February 2022: to use their resources to defend human rights, or to suffer at the hands of consumers revolted by their inaction. In this context, this dissertation analyzes McDonald's’ behaviour due to the magnitude of the case’s media coverage. To this end, this dissertation begins by reflecting on the application of Corporate Social Responsibility, as well as its influence on Corporate Reputation and the power that consumers and social media hold over brands to the point of triggering a cancel culture. The aim of this dissertation is to understand what most motivated the departure of brands from Russia: the pressure exerted by consumers or the Corporate Social Responsibility that brands claim to follow. To answer this question, McDonald's socially responsible history was analyzed over the last ten years to establish a pattern of brand behaviour in the face of social crises, such as the Black Lives Matter movement or the Russian Invasion of Crimea; the cancellation that it suffered on Twitter in the face of the War, analyzing both statistically and subjectively the interactions on this social network; the perspective of consumers regarding it, through a survey launched to Portuguese consumers; and the opinion that specialists have on McDonald's posture during the process, using an interview to Professor Paul Argenti and opinion articles. The results suggest that the tension caused by consumers during hostilities may have played a more significant role in the brand's decision than it has admitted so far.
Descrição
Palavras-chave
Responsabilidade social corporativa Reputação corporativa Cancel culture Mcdonald’s Corporate social responsibility Corporate reputation