Responsibility Towards Society
Creating alternatives to plastic packaging and recycling existing garbage is essential to eliminate the environmental threat. Thus, Adidas made changes to its retail stores to prevent ocean pollution and introduced concept shoes made from recycled ocean plastic. These actions show Adidas Group’s intention to avoid environmental pollution and minimize ecological imbalance. Adidas Group stated that its overarching goal is for suppliers and partners to continuously enhance and lessen the total impact they have on the environment, social health and safety, and education (Adidas Group, n.d.). The company was able to restructure its approach to current mobile consumers because of its digital focus. In a world where marketers compete for consumers’ immediate attention, the brand uses data and technology to be quicker and smarter. Hence, using appropriate technology and digital is an essential strategic component for the brand (Adidas Group, n.d.). In addition, Adidas Group collaborates with regional groups in significant cities, sourcing areas, and markets to realize its purpose through philanthropic giving, volunteering, and knowledge exchange, which in its turn, contributes to the development of the locality.
Responsibility Towards Employees
To increase the effectiveness of production procedures and to meet the new difficulties facing the fashion industry, it is crucial to be able to ensure the safety and wellbeing of the personnel in working conditions (Sicoli et al., 2019). Adidas Group has a healthy workplace culture and is continuing to strive to be more inventive, such as by providing remote employment and by searching for global alignment. The business launched the People Pulse program to gauge job happiness across all staff members because it believes that employee feedback is vital for luring and keeping talent (Adidas Group, n.d.). One of Adidas’s goals is to promote a culture of inclusiveness, impact, and shared opportunity and to execute its corporate purpose alongside its workers, partners, communities, and customers (Adidas Group, n.d.). The fairness concept of the company focuses on ethical sourcing methods, gender equality, and pat fairness to support workers’ fair compensation. The company intends to gradually raise compensation by 2025, as determined by the fair wage benchmarks among its strategic suppliers, and endeavors to achieve pay equity for women and men. (Adidas Group, n.d.). Additionally, as a part of its welfare services, the company provides mentality, nutrition, movement, and medical services, which consider an employee’s physical, emotional, and social well-being. Adidas also created a corporate-wide sustainability training and promotion program that is accessible to all staff members (Adidas Group, n.d.). This program teaches staff members how to think and act sustainably, equips them to serve as sustainability ambassadors, and inspires everyone to make personal and professional commitments to help the environment.
Responsibility Towards Customers
The issue of social, economic, and environmental sustainability must be considered and a determining factor in every business’s day-to-day decisions in modern society (Sicoli et al., 2019). Therefore, many fashion firms, including Adidas Group, have been promoting using materials and production methods that respect the environment and provide socially harmless products. These features are now recognized as sources of value creation and quality standards for Adidas. The company’s fairness concept adopts providing the goods and services that comply with the promised quality and fair pricing. Moreover, Adidas utilizes an after-sales service strategy by assisting customers after the product or service has already been purchased. Hence, it results in greater customer satisfaction and brand loyalty. Adidas also has a customer support service, which can be used to complain effectively online, by phone, or in person.
Responsibility Towards Government
Adidas Group sees its obligation to pay taxes as essential to contributing positively to society. Governments are financially able to pursue their goals and assume the duty of further improving their nations through taxes. The company’s economic endeavors add value to society and make constructive contributions. However, as a large, international firm, it also impacts local communities on a social level. Adidas is aware of its responsibilities to uphold human rights and the need to conduct the proper due diligence to meet this responsibility as a business.
References
Adidas Group. (n.d.). Annual report 2021. Web.
Sicoli, G., Bronzetti, G., & Baldini, M. (2019). The importance of sustainability in the fashion sector: ADIDAS case study. International Business Research, 12(6), 41-51. Web.