L'importance de la RSE dans les entreprises modernes et Analyse des campagnes United Colors of Benetton et Burger King

I-The importance of ethics and Corporate Social Responsibility for companies in modern economies

In the old economy The Corporate Social Responsibility (CSR) and the ethics were less develop and important than nowadays. The CSR can be defined as a long term commitment taken by enterprises to behave ethically and contribute to the economic development while improving the quality of life of workforce and their families as well as the local community and the society. The Ethic is a clutch of rules that help us to do the difference between right and wrong. These rules encourage us to do the right thing. Today, in modern economies the situation is different. Indeed, the ethic is becoming more and more important and a lot of enterprise now understand, or start to understand that to run a successful business they have to gain the respect the confidence of their customers. Enterprises are also encouraged to highlight the ethics side of their product and services. As the customer demand is growing, each organisation, company... have to ameliorate their way of doing business and to link it more with ethics and CSR because they are more and more responsible of what they do. Indeed standards of corporate responsibility are increasing (ISO 26000 in 2010). Moreover, the CSR ameliorate not only the brand image and reputation of the company but also allow it to differentiate itself and thanks to this give a competitive advantage to the brand which is doing it.

II- Analyse of United Colors of Benetton and of Burger King Campaigns

1. United Colors of Benetton

Benetton with it last campaign launched on the 16 November 2011, wanted to convey a message of love and tolerance. You can understand that with the title, name ‘UNHATE’. The goal was to fight against hate on all these aspect. For this campaign Benetton create a series of photomontages, showing political and religious important characters kissing each other on the mouth. According to Benetton they are symbolic images of reconciliation (with a bit of ironic hope and constructive provocation) used to prompt a profound refection on how politic, faith and ideas, even if they are opposed, must lead to dialogue and unhate.

The message has been controversial because some of the pictures especially with the religious leader have a global scale effect. Indeed, every country has been affected by the campaign through their leader religious or political. These pictures affect not only the person in itself but also the all country. Moreover some of the picture shows to leader of the same sex kissing each other. These pictures with homosexual nature bring back to the polemic between religion and homosexual and reopen the debate. The one where you can see the Pope Benoit XVI kissing the imam Sunnite Mohamed Ahmed Al-Tayeb has been one of the most controversial one. The Vatican has been chocked and react immediately to what they qualify as an offence does to the Pope for commercial reason. The Advertising Standards Authority, the authority relevant in UK has also critics the campaign for the reasons say above.

2. Burger King

Burger King last campaign deals with the latest sandwich launch by the brand: The ‘BK super seven incher’ to show to the public how tasty it is. The ad show a girl who

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