The Body Shop
The first principle in the Ten Principles of the United Nations Global Compact (2010) is as follows, “businesses should support and respect the protection of internationally proclaimed human rights”. It is a company’s responsibility and the violation of this rule may lead to unpleasant consequences. Additionally, this principle offers a great deal of responsibility a company should bear, especially such a huge and global one as the Body Shop. The Internet company does not mean to violate human rights as it does not matter how the company implements its services, human rights are to be supported. The responsibility to support human rights “suggests that business entities carry positive responsibilities to promote human rights” (Anton & Shelton 2011, p. 889).
Speaking about human rights as the priority for the company, it is essential to consider the specifics of company views in this relation. As for the Body Shop, “human rights refer to the basic rights and freedoms to which all humans are entitled” (The Body Shop Foundation 2012).
The company which manages to meet the human rights requirement is considered as the company which deserves attention. It is obvious that the organization which supports human rights deserves special attention from the side of both customers and partners. Ethical conduct is essential in the modern world and having shown people the company takes care of the people will be able to respond with the same respect and support.
The Body Shop is a company that has been supporting human rights for many years. Several examples may be considered. The Body Shop has been assisting people for many years. Speaking about the destination of the company, 1990 may be remembered. It is the time when the Body Shop’s foundation increased for population, having stated about their support of human rights. 1998 is remembered for the company campaign against animal testing. 2003 is a year that reminds the Body Shop of its work against domestic abuse.
2007 is the year of an HIV-Aids campaign which was conducted with MTV. Therefore, the company’s decision to fund the human rights campaign in Pakistan in 2010 was not a surprise. It was just the continuation of the specifics of the company vision. Having declared in a live call from Dubai about their intention to help, Fredric Simon, an executive director of The Body Shop stated,
We have full confidence in the Pakistani market, with nine stores in four major cities across the country. The brand is successful because it highlights the needs of the people. [Hence] to communicate the vision, strengthen our hands of working for human rights issues, Pakistan needs to play a big role (Qamar 2010).
This is a principal position of the company and it is important to develop this specific position as being open to people, supporting them in complicated situations, and creating a positive environment, people are going to remember the company and its products. Moreover, many international companies assist those who promote human rights and especially those who are ready to support people. Therefore, if the Body Shop continues working in this direction, new markets and new countries are going to be opened for the customer’s needs.
L’Oreal
“The elimination of discrimination in respect of employment and occupation” is the second principle in The Ten Principles presented in the United Nations Global Compact (2010). It is important to follow this principle as the world society has entered a new nondiscrimination era which presupposes equal attitude to all people no matter which race, income, or other qualities they possess. L’Oreal received the Diversity Label in France in May 2010 (Diversities are our priority 2011).
This specific label states that the company follows particular rules. The elimination of discrimination should become the priority of the company, “L’Oreal is a strong upholder of the principle whereby for one and the same job or for work of equal value in the same situation, equality of remuneration between men and women must be guaranteed” (Diversity at L’Oreal 2010, p. 14). The world society has already understood that all people are equal and acting unethically the companies may lose the clients.
For example, L’Oreal was fined for discrimination in 2009 (Samuel 2009). This situation was very complicated for the company as many customers and other companies refused to deal with it. People got used to the fact that all people are equal and facing discrimination in the modern world, the company loses its positive image and the support of others. Even though L’Oreal was disappointed with the verdict stating that it did not have any connection with the discrimination having said that the company “does not tolerate any form of racism or discrimination” (Samuel 2009).
However, the company image was spoiled. Many companies refused to deal with it due to the doubtful company reputation. To solve the problem, the company referred to the Minister of Immigration, Integration, National Identity, and Inclusive Development to receive the Diversity Label. Therefore, the company now has all the necessary labels which state that it has managed to reduce the discrimination and it is universally considered as the company which offers equal rights to its employees.
The company report devoted to the Diversity at L’Oreal (2010) states that one of the main goals of the company is to “promote respect for diversity and non discrimination out in the field, and to relay and monitor actions. This is all about exchanging and sharing information relative to the measures implemented to fight all forms of discrimination and to promote diversity and equality of opportunity” (p. 6). Therefore, equality at all levels of the company performance is one of the specific company goals which the company has included in its ethical code of conduct.
Therefore, I am inclined to think that the support and the development of non-discrimination and equality at the working place should become a priority for the company. Employees are to be informed about the countries where the company offers its services and products. Detailed instruction about the culture of the company which is to be equal no matter where the company performs its task should guarantee an equal attitude to all people.
Discrimination some particular minorities in the USA for example the company will be unable to work adequately in the country where an ethnic group has come from. Having chosen this principle of work as the primary one, the company is guaranteed to meet a number of purposes. Thus, for example, the employees are going to respect each other which will result in experience sharing. An international experience is very important, especially in such globally spread companies like L’Oreal.
Reference List
Anton, DK & Shelton, D 2011, Environmental Protection and Human Rights, Cambridge University Press, Cambridge.
‘Diversities are our priority: Our commitments’ 2011, L’Oreal. Web.
Diversity at L’Oreal 2010. Web.
Qamar, S 2010, ‘The Body Shop to fund human rights campaign in Pakistan’, The Express Tribune. Web.
Samuel, H 2009, ‘L’Oréal fined for barring black and Asian women from adverts’, The Telegraph. Web.
The Body Shop Foundation 2012. Web.
‘The Ten Principles’ 2010, United Nations Global Compact. Web.