Social Corporate

Corporate Social Responsibility
An Amway case study

Introduction

Corporate Social Responsibility (CSR) means businesses and organisations working responsibly and contributing positively to the communities they operate in. It involves working with employees, their families, the local community and society at large to improve their quality of life.
Companies that operate in a sociallyresponsible way strengthen their reputations. In business, reputation is everything. It determines the extent to which customers want to buy from you, partners are willing to work with you and your standing in the community.

The company

Amway is one of the world's largest direct salesorganisations with over 3 million Independent Business Owners (IBOs) in over 80 markets and territories worldwide.It is a family-owned business with a strong emphasis on family values. Its IBOs are often couples. Many of these are raising families. They therefore have a strong bond with children. These families are more than happy to partner with Amway, who, as part of its Corporate Social Responsibility strategy, works with UNICEF, the United Nations Children's Fund.
As a family company, Amway is committedto playing a part in improving the lives of children in need across the globe. In this way, the company is able to show its commitment to the support of global causes.
Amway defines a global cause as 'a social issue affecting many people around the world engaged in a struggle or plight that warrants a charitable response'.
This case study shows how Amway is a business that does more thanprovide customers with good quality products. It shows the practical realities of Amway's global commitment and how it plays a key role in the communities in which it operates.

Growth and responsibility

An understanding of how Amway operates as an organisation gives a clearer picture of the contribution it can make to help children in need across the globe. Amway's vision is to help people livebetter lives. It does this every day by providing a low-cost low-risk business opportunity based on selling quality products.

What does Amway do?

Amway distributes a range of branded products. These products are sold to IBOs worldwide. The IBOs are Amway's links with consumers and the communities in which they operate. The IBOs are self-employed and are highly motivated. They work within theguidelines of Amway's Rules of Conduct and Code of Ethics, which are about being honest and responsible in trading. IBOs sell to people that they know or meet. They can introduce others to the Amway business.
Typical products that IBOs sell include:
• personal care fragrances, body care
• skin care and cosmetics
• durables such as cookware and water treatment systems
•nutrition and wellness products such as food supplements, food and drinks.
IBOs play a key part in helping Amway to deliver its Global Cause Programme.

 Amway programmes

In order to give many of the world's children a chance to live a better life, Amway launched the global One by One campaign for children in 2003. Amway encourages staff and IBOs to support its One by One campaign for children. TheOne by One programme:
• helps Amway to bring its vision to life
• declares what the company stands for
• builds trust and respect in Amway brands
• establishes Corporate Social Responsibility at a high level.
Since 2001, Amway Europe has been an official partner of UNICEF and has been able to contribute over 2 million euros (about £1.4 million). The focus is on supporting theworldwide 'Immunisation Plus' programme.
This involves, for example, providing measles vaccines to children across the globe. The 'Plus' is about using the vehicle of immunisation to deliver other life-saving services for children. It is about making health systems stronger and promoting activities that help communities and families to improve child-care practices. For example the 'Plus' could...