Ken dumps Barbie over her aid in deforestation

Corporate Social Responsibility
Corporate social responsibility is the consumer expectation for companies to think about people and the planet when conducting business. Companies meet this expectation through cause marketing, aligning with a cause to generate business and social benefits, or offering environmentally-friendly products. Some companies make false claims about their environmentally-friendly products. This is called greenwashing.


TerraChoice, an environmental marketing and consulting firm, defines greenwashing as “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.”

Mattel’s Claims

Mattel, a self-proclaimed leading innovator in the toy industry, claimed in 2011 that the packaging for its Barbie products was 100% recyclable. Mattel also claimed that it was working with Amazon to “eliminate unnecessary additional packaging” in its products. Mattel requires that all third party manufacturers it works with have environmental programs in place to minimize the impact they have on the environment. Mattel also requires third party manufacturers to certify that their paper products (like for packaging) meet standards by excluding or limiting hazardous chemicals.

These claims help Mattel meet its corporate social responsibility expectation, but it has committed one of TerraChoice’s seven sins. The Sin of the Hidden Trade Off is “suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other environmental issues.” None of Mattel’s packaging requirements state the brand must avoid trade with companies involved in deforestation.

Greenpeace

Greenpeace, a leading independent campaign organization that exposes global environmental issues, conducted an investigation in early 2011 to solve why Indonesia’s rainforests were diminishing. Greenpeace discovered that Mattel’s packaging contained mixed tropical hardwood (MTH), a resource commonly found in rainforests like in Indonesia. According to a Greenpeace article, Mattel used paper from Asia Pulp & Paper Company (APP), the largest pulp and paper company operating in Indonesia, in its packaging for Barbie products, aiding in deforestation and climate changes.

In response to these findings, Greenpeace created a saying called, “How APP is toying with extinction,” because the diminishing of Indonesia’s rainforests is leading to the extinction of many exotic animals like tigers.

The Breakup

Once Greenpeace unveiled Mattel’s deforestation practices, it began a campaign targeted toward Mattel and Barbie titled “Barbie, it’s over.” The campaign spokesperson was Ken (Barbie’s boyfriend). Greenpeace created a story that Ken broke up with Barbie after finding out about her part in deforestation. A website devoted to “the breakup” informed viewers about the situation and how to get involved.

Greenpeace made huge banners with Ken’s angry face and “Barbie, it’s over. I don’t date girls that are into deforestation,” plastered all over them. These banners were placed on various Mattel buildings, including its worldwide headquarters. Greenpeace even documented cops arresting a Barbie actress outside of Mattel.

Social Media Usage

The breakup website has informative videos, including one of Ken’s reaction when he first learns of Barbie’s part in deforestation, which can be shared on Facebook and Twitter. It provided links and encouraged viewers to tweet at Mattel and comment on Mattel’s Facebook. By the end of the campaign viewers had sent over 500,000 emails to Mattel’s CEO because of Greenpeace’s encouragement.

On Facebook viewers could post a Ken banner to their pages and see inappropriate pictures of Barbie with a chainsaw and her being arrested. Greenpeace held a public Twitter feud between Ken and Barbie which prompted followers’ interactions.

Campaign Success    

About a month after Greenpeace ousted the company, Mattel released its second quarter 2011 financial earnings. Its worldwide net sales increased 14 percent, domestic gross sales increased 7 percent and international gross sales increased 23 percent. Mattel’s worldwide gross sales for Barbie products even increased 12 percent, so obviously the campaign did not hinder Mattel’s revenue.

In October of 2011, less than a year after the campaign’s inception, a Greenpeace campaigner said in a YouTube video (see below) that Mattel announced its split from APP. Mattel also implemented new sustainability principles. Barbie’s packaging will no longer contain MTH and aid in the deforestation and extinction of tigers in Indonesia. APP still aides in deforestation in Indonesia and the extinction of exotic animals, so Greenpeace is continuing its exposure of the company.

Get involved, and take action against APP now!