Introduction and situational analysis. Today, one of the current epidemics facing the world, and more so America is Obesity. Many factors lead to obesity, such as genes and family history, health conditions, medicines, emotional factors, pregnancy, lack of sleep, environment, lifestyle and poor nutrition. However, the elements that seem to be the main instigator in the rise of obesity are the latter. In today’s fast paced society, the convenience of fast food has taken precedence over preparing a balanced meal. The media and the government have also latched on to the idea that fast food restaurants are the major contributors to the increase in obese and overweight individuals and children. Many or all of these fast food companies have come under heavy fire recently about the unhealthy food they offer, in spite of their demonstrated social responsibility to the environment and surrounding community.
Corporate Social Responsibility (CSR) is a company’s consideration for the consequences of its business activities on all its stakeholders, the customers, shareholders, suppliers, communities, and the environment. The integration of CSR into the core objectives and competencies of the business will enable the creation of corporate value and positive social change into the business’ daily operations and organization culture. The strategic approach to CSR enables organizations to determine the resources they have available to commit to CSR, and choose which activities will increase their competitive advantage. In deciding a company’s CSR budget, managers must keep in mind that companies have both ethical and philanthropic responsibilities to the surrounding communities.
Most of the blame for the obesity epidemic have fallen on the fast food industry, at least the US government seems to believe restaurants like McDonalds are responsible. The New York City Board of Health has approved a ban on the sale of sugary sodas and drinks that are larger than sixteen ounces in fast food restaurants, work places and cafeterias among others. Fast foods, processed snacks and some baked products tend to be heavily endowed with trans-fats, or hydrogenated oils. The consumption of fast food with these fats are known to increase individual’s risks of heart disease, diabetes, high blood pressure and a myriad of other illnesses. Fast food providers, apart from being convenient and affordable are usually not nutritious to the body and tend to be very high in calories and sodium. And this is a major element that allows people to gain weight quickly if consumed consistently. On the other hand, many fast food restaurants offer healthy choices alongside their regular menu options, such as McDonald’s ‘Salads Plus Menu.’ However, many people ignore the nutritious fruits and vegetables that are also low in calories. Additionally, consumers often opt to supersize their meals or beverages, and portion sizes are crucial to maintaining a healthy body mass index (BMI). Therefore, those who super-size habitually will become overweight and eventually obese.
All blame cannot be on the fast food industry as consumers are the ones who choose to purchase foods deemed unhealthy. Consumers have rights in the scope of the marketplace, and these rights give them some amount of responsibility. Consumers have a right to ‘find out first’ and consumer education also gives them basic information about their rights and responsibilities and this guides them in acting on their rights. Thus, consumers are to be held responsible for their own actions because the fast food restaurants and other similar businesses offer a product that is not a necessity (food is a necessity not fast food), but excess. These restaurants did not force them to purchase and consume the products they offer, consumers make a choice. With the rights outlined for consumers, it is their responsibility to act on them in the market place, exercising due care, to make informed decisions, and the consequences (obesity, chronic illnesses and financial burdens) that may occur from the decisions.
Stake Holder Analysis. Obesity places tremendous financial pressure on overweight persons (consumers), as it is the leading cause of many chronic illnesses such as hypertension and type two diabetes. Conditions such as heart disease, disabilities like limited mobility after a stroke, and psychological suffering like depression. This epidemic has significantly increased health insurance and the number of health programs through health care expenses. Employers across the globe are also affected by this epidemic as obese workers have a higher rate of absenteeism and also cost employers more in healthcare claims, additionally, employees (consumers) are subjected to discrimination and stigma.
Businesses, especially fast food chains are affected by numerous factors, including a decrease in sales, bans and/restrictions on marketing/advertising, more stringent requirements for labelling. As well as resistance from consumers due to an increase in health concerns, and massive costs from litigation. As in the case of the two parents from Massachusetts that launched lawsuits against Kellogg and Viacom, these actions may also lead to serious damage to brand reputation. Obesity also causes an overall substantial increase in society’s current economic burden, which calls upon the government. As well as the health and medical sectors, business (namely, food producers and processors, beverage companies and fast food chains) and other stakeholders to initiate preventative actions urgently.
Analysis Based on Ethical Theories. Looking at CSR, and the current issue of obesity from the perspective of cultural relativism one would have to say that it has become the norm. In today’s fast paced society, it is norm for individuals to depend on restaurants for daily consumption especially fast food chains because of their convenience and economic value. Since the family is no longer the structure as in times past, this then leaves the onus of preparing and serving substantially nutritious foods on the establishments that individuals and parents go daily to feed themselves and their family. The government imposing various legislation to curb the obesity epidemic could also be the right resolution if viewed from the perspective of theology. Examples of decisions made for the greater good are noticeable in the recent band on sale of sugary beverages larger than sixteen ounces in New York, or in 2005 when the California government banned the sale of all carbonated beverages in the schools.
Everyone has a set or morals (good or bad) and principles that they function by, which means assessing who is responsible for the rise in obesity would fall on individuals that make their own choices. Therefore, restaurants tend to have options available those deemed unhealthy as well as healthy, thereby allowing the consumer to make their choice. If their principle about food choice leads them to choose unhealthy options, it is no fault of the seller but that of the consumer. The theory of virtue poses a challenge the idea of ethics, which focuses mainly on autonomy and justice because it gives way for the consolation to the traits of caring and nurturing. To this extent many companies have integrated CSR into the organization’s culture, which is now a reflection in their responses to the obesity epidemic. McDonalds is one such company, who is displaying nutritional facts for all their food items, and are no longer gearing consumers to the option of super-sizing their meals.
Conclusion and recommendations. The global epidemic obesity has become increasingly important issue in the health sectors across the globe. Obesity, which is a multifaceted problem will require the cooperation of all stakeholders to mitigate it. There is a consensus of commitment among businesses in the food industry to provide healthier food options and nutritional information that is reliable to consumers. The government and health care providers need to work together, aiding in educating consumers by means of community based programs, endorsements on physical activity, and food labeling that is simple and easily understood. The medical community has a high level of trust with individuals, which puts them in a position to assist consumers in the development of eating habits and physical activities that reduces their risk for various chronic diseases. However, the most important role in creating a solution falls to the consumers because they are the ones who have to make and commit to healthy lifestyle changes. Businesses in the industry play a major role in the rise of obesity, but the blame lies not only with them. Regardless, these companies like McDonalds are taking steps gradually to make consumers more responsible for what they consume. Which means very soon consumers and other groups won’t have these organizations to blame because there will be an abundance of healthy food options. Additionally, consumers through education will have the necessary information to make careful decisions.
References
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McElhaleny, Kellie (2009). A Strategic Approach to Corporate Social Responsibility. Executive Forum. Retrieved from http://responsiblebusiness.haas.berkeley.edu/documents/Strategic%20CSR%20(Leader% 20to%20Leader,%20McElhaney).pdf
Morrison, Maureen. (2011). Who's to Blame for a Fat America? Advertising Age. Retrieved from http://adage.com/article/news/blame-a-fat-america/230435/
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