How Diageo Uses Corporate Social Responsibility to Shape Market Influence in Africa
Posted on September 09, 2024 in Diageo, Manipulation, Africa, KenyaDiageo’s recent agricultural initiative in Africa exemplifies how alcohol companies use corporate social responsibility (CSR) to position themselves as benefactors and responsible corporate citizens. This strategic approach not only aids in improving the company’s public image but also facilitates deeper market penetration and influence within emerging markets. By investing in sectors like agriculture, companies like Diageo can align themselves with vital economic and social areas, gaining goodwill and trust from local communities and governments.
Manipulation is Big Alcohol’s activity to control its image. The alcohol industry engages in manipulation activities to protect and cultivate their image and the values of their brands. Deploying manipulation strategies serves for Big Alcohol to appear as “good corporate citizens”. The focus of the DUBIOUS FIVE strategy of manipulation is the alcohol company, their brands and value. Examples are Corporate Social Responsibility (CSR), green-washing, pink-washing, rainbow-washing, or white-washing activities.