Michael Conroy highlights in this book the importance of mobilising corporate brands and certification techniques in the fight by NGOs to persuade global corporations to behave in a socially responsible way. Conroy argues that traditional methods of campaigning and criticising one company in a given sector often leads to short-term impacts that frequently fail to extend to the rest of the industry. In contrast, combining campaigning methods with stakeholder-based standards along with independent, credible mechanisms for certifying and monitoring companies activities can lead to wide-spread, lasting change. Conroy continues throughout the rest of this publication to discuss examples of certification, such as the fair trade movement along with improvements made in the banking, tourism, forestry products and mining sectors as a result of certification techniques. Punctuated with notable examples throughout, this book provides a compelling, if varying, addition to the discussion initiated by Naomi Klein in her book No Logo.
Published by New Society Publishers
335pp, $19.95, paperback
ISBN 978-0-86571-579-0
www.newsociety.com