FACULTY OF COMMUNICATION AND MEDIA STUDIES
BACHELOR OF MASS COMMUNICATION (HONS) PUBLIC
RELATIONS
CORPORATE PUBLIC RELATIONS: PRO541
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Employees and consumers place a premium on working for and spending their money on
companies that emphasize corporate social responsibility (CSR) in today’s socially conscious
environment. CSR is an emerging business strategy which integrates sustainable development into
the business model of a business.
Furthermore, it is also has a positive effect on aspects that are societal, economic and
environmental. Corporate social responsibility is no longer characterised by how much a
corporation gives to charities, but by its total investment in initiatives that increase the quality of
the lives of people. Corporate accountability has arisen in the international business world as a
relevant subject matter and is increasingly becoming a common practise. The momentous
influence of private sector practises on the workforce, clientele, culture, the climate, customers,
business partners, employees, leaders, governments and other groups is gradually recognised. It is
also becoming abundantly apparent that by taking into account the influence they have on the
entire global when making decisions, organisations will add to their individual prosperity and to
greater societal wealth (Anderson, 1989).
For example, 7-eleven, which is one of the firms responsible for corporate facilities. 7-
eleven is a multinational company operating in eighteen countries as a convenience store,
including Malaysia, Singapore, Thailand, Canada, United States, Mexico, Hong Kong, China and
many more. 7-eleven, mainly operating as a chain, with more than 48,000 stores and becoming the
world’s leading convenience store retailer, franchisor and licensor. Its main office is in Tokyo,
Japan.
For this assignment, I am going to focus on 7-eleven CSR in the United States. Joe Depinto
is the president and CEO of 7-eleven, Inc. and overseas grocery retailing in the premier group.
Globally, there re more than 69,000 of 7-eleven outlets in North America, of which there are some
11,800 stores. Joe was a president of GameStop Corporation before being elected for being Chief
Executive of 7-eleven, Inc. in 2005. At PepsiCo, Inc. and Thornton Oil Company, he have held
executive roles. Joe is currently the Board Director of 7-eleven, Inc., Seven & I Holdings Co., Ltd,
and the Chairman of Brinker international’s Board of directors.
As the biggest convenience store chain in the country, 7-eleven is best positioned to help
serve people around the world. Their Corporate Social Responsibility (CSR) methodology was
built to help the most use their organisations to do the world’s greater good.
7-eleven’s plan centres on three concrete priorities to minimise our electricity footprint in
retail and workplaces by 20% by 2025, raise corporate contributions to 1% of total operating net
profits starting in 2017 and decrease the packaging footprint by 20% by 2025. Moreover, 7-Eleven
further stresses three main factors that will assist their business in achieving their strategies. The
three beings, world and commodity that they concentrate on are individuals. In the next 10 years,
7-eleven plans to develop significantly. Their CSR approach requires that they restrict the effect
on our world and the people in the communities we represent of this development. They
collaborated with Conservation International which is a non-profit group devoted to creating a
safe, more sustainable and efficient world and to help set long-term targets for growing their carbon
footprint over the coming years.
The first aspect that they concentrate on is ‘people’. This is because they would maintain
a strong relationship with the neighbourhood to guarantee their commercial success. They set a
target of rising corporate donation to 1 percent of operational net profits annually in 2025 to
accomplish the plan. In addition, they start with young people because neighbourhoods are built
for young people. 7-eleven shops in safe and rising communities play a critical role. They are
committed to making a difference in these neighbourhoods by contributing and giving back
through services that specifically support the well-being of young people.
Furthermore, one of the CSR services they develop for young people is Project A-Game.
The Project A-Game programme is a neighbourhood outreach programme created by education
and play to provide positive resources for youth growth, so children have a solid base that
encourage their potential success. Through applying for grants to help local collages, youth athletic
group law enforcement authorities and charitable organisations, franchisees and corporate store
managers lead to youth empowerment in their communities. Grants jointly funded by area
franchises and 7-Eleven help provide vital support for youth services for academic, health and
safety or hunger relief.
Other than that, 7-Eleven and its franchise have awarded approximately 3700 grants since
its inception which is a nearly $2.3 million neighbourhood commitment. Grants have been used to
undertake campaigns to ensure children have the support and inspiration they need to remain in
school including science experiments, tutoring, school supplies and athletic equipment. Around
the same time, 7-Eleven also manages CSR services that provide community defence. This is the
Operation Chill service which is a delicious treat for keeping calm. Moreover, 7-Eleven
neighbourhood outreach programme is intended to decrease crime and strengthen police and youth
relationships. This encourage law enforcement agent to ‘ticket’ children they see performing good
deeds or demonstrating constructive conduct. Currently, the fare is a voucher valid for a 12-oz free
one. At any participating supermarket, Slurpee.
However, now in its twenty third year, Operation Chill in the United States and Canada
has expanded to encompass more than one thousand municipal law enforcement departments.
Almost twenty-one million coupons in cities and towns where 7-Eleven does business have been
issued to police on the beat. In addition to fostering healthy habits, Operation Chill gives officers
chances to develop a friendship in a community with youngsters and the reasons for getting
‘ticketed’ are diverse but for any youngsters the result is the same which is a free drink of Slurpee
and a grin for a good deed.
Not just that, 7-Eleven reflects not just on humans but also on the world. Using a 2015
benchmark, they set a target to reduce our energy footprint in retail and workplaces by twenty
percent. For 7-Eleven, reducing their environmental impact is a big priority. By actively engaging
in many energy and recycling projects that improve productivity and decrease waste and water
use, they are taking huge strides. Several ground breaking steps have been put in motion such as
LED lighting, energy that control systems and high-efficiency HVAC units. As a result, 7-Eleven
has eliminated an unprecedented 300,000 metric tonnes of annual C2 emissions and 21 percent
decreased annual energy consumptions. One of their services connected to the earth is LED
lighting. The LED lighting scheme of 7-Eleven is part of their routing for energy-efficient store
construction. In order to minimise light emissions, LED lamps are energy consuming, reduce the
use of dangerous chemicals and comply with local legislation. Plus, they increase lighting
efficiency which encourages a cleaner store and a greater consumer shopping experience. This
device is a significant contribution to our overall CO2 mitigation objectives.
Other than that, 7-Eleven also conserving a national resource. They realise that the effective
use of water helps to reduce our water supply needs and conserve an important natural resources.
As part of a traditional energy efficiency construction strategy for all new stores, they add low-
flow aerator faucets to minimise water usage. They also handle the electricity they consume too.
By integrating energy management systems (EMS) in supermarkets, 7-Eleven has improved their
energy management policy. They are used for HVAC and refrigeration equipment output
management, regulation and optimization. Moreover, EMS allows HVAC and other energy that
consuming machines to be operated remotely and produces real-time data used to execute self-
diagnosis and optimization routines to minimise energy usage and monitor costs.
Furthermore, 7-Elevven has collaborations with leading environmental groups to
strengthen their position as proactive environmental stewards. Climate change is a big
environmental challenge and inspiring more of our people to think more about it. They presented
information on the consequences of climate changes at our 2016 national meeting and gave
pedometers to all participants for their ‘Steps for Good’ contest. 7-Eleven also contributed $1 to
support the world with every 500 steps a participant took. Participants walked 16.5 million
measures and earning over $33,000 for sustainability projects for nearly 8,000 miles. In order to
promote campaigns to educate people about how to change and stabilise the environment, the
money was donated to Conservational International (CI) which is an American non-profit
organisation.
The method on which they concentrate is the goods. They set out to decrease our packaging
footprint by 20 percent in 2025 in order to maintain their product consistency. They build
packaging that is eco-friendly. 7-Eleven is committed to constantly searching at opportunities to
maximise the packaging of items. Many of their solutions are paper-based, derived from natural
products and work hard to minimise packaging materials wherever possible without losing the
consistency or protection of the product. To better suit and produce their goods in the most
effective way, they concentrate on proper size and material choices. The redesign of their hot dog
carton offers a clear example. They were also able to reduce the components used which is
lowering paperboard use by 2 percent in an effort to enhance the package efficiency and consumer
service. This was equal to an average annualised reduction of 50 tonnes of paper.
Moreover, via Better-For-You menu, 7-Eleven now offers clients with balanced and
affordable food and beverage options. Their mission is to produce safe, tasty and inexpensive
meals that fit the balanced lifestyle requirements of consumers. Entrée and side salads with low-
fat dressings, Better-For You wraps, yogurts parfaits with fresh fruit and granola, snack packs of
veggies and hummus, fresh-cut and raw fruit and hard boiled eggs are part of their fresh food
menu. 7-Eleven claims that their CSR efforts are at the centre of relationships with their customers
including owners, employers, corporate partners, local communities and employees. They need to
control their operational businesses to ensure that they behave professionally towards their
creditors which is to upholding their own obligations towards their owners and operating
companies in order to make this possible at anytime and anywhere. These committees also study
and assess the results of each operating organisations in relevant area annually. The conclusions
and implications will be mirrored in the group’s strategic strategy priorities and the individual
operating companies. The whole community strives to work in tandem to push the CSR operations
to the next level by doing so.
They also founded the CSR Promotion Committee and its five specialist sub-committees
at the outset of their organisation. This was part of their attempts to establish a system for CSR
success of their operating companies to be centrally reviewed and assessed. However, they agreed
in February 2008 to restructure the CSR Promotion Committee by explicitly dividing the
promotion role and the supervision function in order to ensure an even more effective and timely
implementation. To this end, three different committees have been given the duties of the
committee such as the CSR Management Committee, which supports the operations of CSR, the
Risk Management Committee and the Information Management Committee which is responsible
for the overall information management of the group. Moreover, within the structure of the CSR
Management Committee, the Enforcement and the Environment Committee were created.
Basically, on social media they do not endorse CSR activities but they encourage CSR activities
directly through their customer who comes to their shop. To encourage their practises, the force of
the word of mouth were used. They will explain to their client specifically what the CSR operations
they perform and how the client will join the operations. Inside supermarket, they also make a
separate segment for CSR to encourage their customers to join the activities. They have used the
poster to support CSR operations.
In this case, leadership has crucial roles to play to ensure all the CSR operations go
smoothly. As a result, the Audit and Supervisory Board framework for enforcing management
supervision has been implemented by 7-Eleven. There are 13 members of the board of trust, four
of whom are outside directors. 7-Eleven safeguards the rights of general shareholders and increases
the consistency of making a decision in corporate execution through the use of several outside
directors who preserve their integrity and have specialised management skills and expertise. The
term of directors has been fixed at one year in order to ensure proper presentations of the wishes
of the shareholders. The corporation also implemented the Executive Officer structure to
encourage timely decision making and market execution. The board of directors is willing to
concentrate on the development of management plans and the control of business execution in this
framework while the executive officers will concentrate on business execution. Moreover, there
are five members of the Audit & Supervisory board, plus three members of the outside audit &
Supervisory Board who retain their integrity and have advanced expertise in fields such as legal
affairs and financial accounting. Every members of the Audit & Supervisory Board carries out
such activities as attending meetings of the Board of Directors and other relevant meetings,
exchanging views with executive directors, receiving quarterly updates on company execution
from directors and others and actively exchanging information with the Auditing Office. The Audit
& Supervisory Board Members audit the execution of their responsibilities by the Directors via
these operations. Furthermore, the members of the Audit & Supervisory Board regularly share
information with the independent auditor with regard to financial audits.
Moreover, in 7-Eleven CSR, stakeholders also play important roles. 7-Eleven has sought
to be a trustworthy organisation since its inception which is trusted by all its stakeholders including
clients, corporate associates, customers, local communities and staff. They feel that it is necessary
to try, recognise and respond to the organisation and the group’s needs and demands that
stakeholders have. For this cause, they can aim to respond rapidly to input from their stakeholders
viewpoints, wishes, areas of frustration, demands and so on. 7-Eleven also have the contributions
of their partner and customers underpin activities. They stress it highly open management and
collaboration and perform their obligation of transparency by disclosure in order to respond to
their faith. The key mechanism of engagement come from the general shareholders’ meeting,
reports of financial performance, investor meetings and corporate page information and newsletter
of the company.
In conclusion, this study has proven that Corporate Social Responsibility (CSR) for
business companies is a critical factor. It has been shown that an organisations can want to
concentrate on its CSR in several other ways. In CSR, the main area of emphasis is on education,
wellness, nutrition and jobs. In the implementation of CSR strategies, other areas that can be
addressed include the environment. According to Moir (2001), investment in CSR combines he
financial objectives of investors with their duty and dedication to factors that determine wellbeing
of communities such as environmentally friendly practises, economic development and social
justice. These components are not only facets of corporate social responsibility but also a
demonstration of a company’s ethical values. Owning so much and receiving so much is immoral
for other people which is at the detriment of other suffering members of society.
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BJ1139254
APPENDIXS
1) 7-Eleven Logo
2) Project A-Game.
3) Operation Chill
