Corporate Social Advocacy (CSA) and Social Justice: Inclusivity Beyond the Triumvirate Issues of Race, Gender, and Sexual Identity
摘要
Many stakeholders, including employees and customers, expect the corporations they support and work for to engage in some form of advocacy on issues of societal import. In some instances, while at time risky, a business case can be made that CSA is good for business. The case of Ben & Jerry’s is highlighted in this chapter because the company, seemingly, appears to engage in CSA around issues of social justice because it is a morally “right” thing to do. Social justice issues often center around issues of race, gender, or sexual identity; however, the fight for social justice is far more encompassing than battles for equity in the areas of race, gender, and sexual identity—even though these three areas receive the bulk of attention in social justice-oriented CSA and public relations scholarship. Social justice has been conceptualized as the vehicle to protect vulnerable and disadvantaged groups from oppression, discrimination, and exclusion. So, while underexplored, addressing issues including poverty, environmental justice, health disparities, or food insecurity via a social justice lens would be a strong addition to public relations and CSA scholarship. Thus, for this case I highlight the company Ben & Jerry’s. While Ben & Jerry’s has been studied in the public relations literature for its CSA efforts surrounding sexual identity justice and racial justice, the company addresses several other issues, including climate justice and refugee rights, via its corporate advocacy. Ben & Jerry’s is the embodiment of CSA and social justice broadly defined as opposed to organizations whose CSA revolves around a singular aspect of inequity such as racial justice or sexual identity justice. Insights and practical implications are shared.