U.Archana asked:


MER    BUYING  BEHAVIOUR

ABSTRACT

    customers make purchases in order to satisfy needs. The wealth of products and services produced in a country make our economy strong.All  the behaviour of human beings during the purchase may be termed as “buyer behaviour”.. In this article there is a view about birth of buying ideas, what is buyer behaviour,  How consumer buy, why consumer buy, types, Decision process, Motives,conclusion.

INTRODUCTION

Consumer is the king and it is the consumer determines what a business is, therefore a sound marketing programme start with a careful analysis of the habits, attitudes, motives and needs of consumers. In particular a marketer should find answer to the following questions:

  What are the products they buy?

    Why they buy them?

   How they buy them?

  When they buy them ?

   Where they buy them?

   How often they buy them?

THE BIRTH OF BUYING IDEAS

   Mr.A owns scooter. The scooter is causing dissatisfication because of some defects or troubles in it. He decides to replace it with another scooter. He anticipates the idea of a trouble free and dependable scooter. He decides not to buy a scooter of the same make, because of dissatisfication and lack of confidence. Thus a thought seed about a new  scooter is born in him, the moment he thinks,”I must replace the scooter “ the buying ideas come up. With the thought in his mind, he thinks of the benefits. And this leads to further thinking: what sort of a scooter will give the benefits, he wants. The benefits make the desire. He may buy any one of many makes of scooter, which can give the desired benefits. He makes enquiries and observe through talking to his friends. He reads advertisement about the new scooters. He chooses one with all the possible advantages and which is wholly dependable. Mr.A is a prospective customer to a dealer.

WHAT IS BUYER BEHAVIOUR?

  The wealth of products and services produced in a country make our economy strong. Almost all the products, which are available to buyers, have a number of alternative suppliers: substitute products are available to consumers, who make decision to buy products. Therefore a seller most of his time, seeks buyers and tries to please them. In order to be successful, a seller is concerned with.

Who is the customer? What do consumers buy? When do consumers buy? How do consumers buy? From where do consumers buy? Why do consumers buy?

A buyer makes a purchase of a particular product or a particular brand and this can be termed “ product buying motives” and the reason behind the purchase from a particular seller is “ patronage motives”

    When a person gets his pay packet, and if he is educated ,sits down along with his wife and prepares a family budget, by appropriating the amount to different needs. It may happen that after a trip to the market, they might have purchased some items, which are not in the budget, and thus there arises a deviation from the budgeted items and expenditure. all  the behaviour of human beings during the purchase may be termed as “buyer behaviour”.

 HOW CONSUMER BUY

 1. Need/Want/Desire is Recognized

In the first step the consumer has determined that for some reason he/she is not satisfied (i.e., consumer’s perceived actual condition) and wants to improve his/her situation (i.e., consumer’s perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the consumer that food or drink is needed. External factors can also trigger consumer’s needs. Marketers are particularly good at this through advertising, in-store displays and even the intentional use of scent (e.g., perfume counters).

2. Search for Information

Assuming consumers are motivated to satisfy his or her need, they will next undertake a search for information on possible solutions. The sources used to acquire this information may be as simple as remembering information from past experience (i.e., memory) or the consumer may expend considerable effort to locate information from outside sources (e.g., Internet search, talk with others, etc.). How much effort the consumer directs toward searching depends on such factors as: the importance of satisfying the need, familiarity with available solutions, and the amount of time available to search.

3. Evaluate Options

Consumers’ search efforts may result in a set of options from which a choice can be made. It should be noted that there may be two levels to this stage. At level one the consumer may create a set of possible solutions to their needs (i.e., product types) while at level two the consumer may be evaluating particular products (i.e., brands) within each solution. For example, a consumer who needs to replace a television has multiple solutions to choose from such as plasma, LCD and CRT television.

4. Purchase

In many cases the solution chosen by the consumer is the same as the product whose evaluation is the highest. However, this may change when it is actually time to make the purchase. The “intended” purchase may be altered at the time of purchase for many reasons such as: the product is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson mentions a competitor’s offer), the customer lacks the necessary funds (e.g., credit card not working), or members of the consumer’s reference group take a negative view of the purchase (e.g., friend is critical of purchase).

 5. After-Purchase Evaluation

Once the consumer has made the purchase they are faced with an evaluation of the decision. If the product performs below the consumer’s expectation then he/she will re-evaluate satisfaction with the decision, which at its extreme may result in the consumer returning the product while in less extreme situations the consumer will retain the purchased item but may take a negative view of the product. Such evaluations are more likely to occur in cases of expensive or highly important purchases. To help ease the concerns consumers have with their purchase evaluation, marketers need to be receptive and even encourage consumer contact. Customer service centers and follow-up market research are useful tools in helping to address purchasers’ concerns.

Why Consumers Buy :

 customers make purchases in order to satisfy needs.  Some of these needs are basic and must be filled by everyone on the planet (e.g., food, shelter) while others are not required for basic survival and vary depending on the person.  It probably makes more sense to classify needs that are not a necessity as wants or desires.  In fact, in many countries where the standard of living is very high, a large portion of the population’s income is spent on wants and desires rather than on basic needs. 

    For example, in planning for a family vacation the mother may make the hotel reservations but others in the family may have input on the hotel choice.  Similarly, a father may purchase snacks at the grocery store but his young child may be the one who selected it from the store shelf.  So understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases.

TYPES OF CONSUMER PURCHASE BEHAVIOR

      Consumers are faced with purchase decisions nearly every day.  But not all decisions are treated the same.  Some decisions are more complex than others and thus require more effort by the consumer.  Other decisions are fairly routine and require little effort.  In general, consumers face four types of purchase decisions:

Minor New Purchase – these purchases represent something new to a consumer but in the customer’s mind is not a very important purchase in terms of need, money or other reason (e.g., status within a group).  Minor Re-Purchase – these are the most routine of all purchases and often the consumer returns to purchase the same product without giving much thought to other product options (i.e., consumer is brand loyalty). Major New Purchase – these purchases are the most difficult of all purchases because the product being purchased is important to the consumer but the consumer has little or no previous experience making these decisions.  The consumer’s lack of confidence in making this type of decision often (but not always) requires the consumer to engage in an extensive decision-making process.. Major Re-Purchase – these purchase decisions are also important to the consumer but the consumer feels confident in making these decisions since they have previous experience purchasing the product.

For marketers it is important to understand how consumers treat the purchase decisions they face.  If a company is targeting customers who feel a purchase decision is difficult (i.e., Major New Purchase), their marketing strategy may vary greatly from a company targeting customers who view the purchase decision as routine.  In fact, the same company may face both situations at the same time; for some the product is new, while other customers see the purchase as routine.  The implication of buying behavior for marketers is that different buying situations require different marketing efforts

Consumer Buying Decision Process      

   “Nothing is more difficult and therefore, more precious, than to be able to decide is quoted to be the words of Napoleon. This is amply true in the case of consumer too. It is for this reason that the marketers are bound to have a full knowledge of the consumer – buying decision process.

   However it should be remembered that the actual act of purchasing is only one stage in the process and the process is initiated at the several stages prior to the actual purchase. Secondly even though we find that purchase is one of the final links in the chain of process, not all decision processes lead to purchase. The individual consumer may terminate the process during any stage. Finally not all consumer decisions always include all stages. Persons engaged in extensive decision making usually employ all stages of this decision process. Where as those engaged in limited decisions making and routine response behaviour may omit some stages. The consumer decision process is composed of two parts, the process itself and the factors affecting the process.

  SURVEY BY  THE MARKETING TEAM

   A survey conducted by the marketing team of shoppers stop Ltd. Reveals the psychography of the modern shopper.

Acordingly the survey classifies customers in to the four segments namely

Convenience Shoppers Value Shoppers Image Shoppers Experience Shoppers

Convenience shoppers  for instance ,are people who consume relatively less amount of time while shopping. Also they look out for the width and depth of the range they purchase and conduct their annual shopping at one shot.

Value Shoppers always hunt for value for money ; Prefer quality reassurance and benchmark offerings among other related attributes.

Image Shoppers are fashion- conscious and look out for the latest trends and labels.

On the other hand , Experience Shoppers are attentive and prefer personalized services look out  for the right ambience, prefer giving personal advice on clothing at the time of purchase , and prefer not to buy at one sold.
MARKETING IMPLICATIONS OF CONSUMER’S DECISION PROCESS

          It was during 1960’s that a number of theories to explain the consumer ‘s decision process started appearing. The three leading theorists were Howard-sheth , Engel Kollat-Blackwell and Nicosia. Since then a considerable research on the marketing implications of the process has been developed and tested the applications of many elements of marketing.

        Many of the marketing dtrategies and tactics will have to be developed in relation to consumer attitudes. Marketing strategies ,if effectively used, will go a long way in initiating and developing consumer attitudes in favour of the products.

THE IMPORTANT MOTIVES, INFLUENCING THE ULTIMATE  BUYING BEHAVIOUR OF CUSTOMERS.

1. Fear                         : To overcome theft, you may purchase a burglar alarm(out of  

                                        fear)

2. Desire for money    : Purchasing when the price falls down.

3. Vanity                      : Getting costly items to be admired by others

4. Pride                         : Possessing luxurious items for high position in the society 

5. Love and affection   : When you purchase toys, dresses for your sister, it is out of 

                                       affections.

6. Sex and romance      : Spending much on dresses, ornaments etc.

7. Fashion                      : Imitation motives : Old people dress like young ones.

8. Possession                  : This refers to collection of stamps, coins etc.

9. Health and Physical urchasing health foods, vitamins etc.

   Well being

10. Comfort  and          urchasing equipments like refrigerator, pressure cookers,  mixy        convenience                    etc.

 

ECONOMIC FACTOR AFFECT THE BUYER’S BEHAVIOUR

1.Disposal personal income :

    The economists made attempts to establish a relationship between income and spending. Disposal personal income represents potential purchasing power that a buyer has. The  change in income has a direct relation on buying habits.

 2.Size of family income :

   The size of family and size of family income affect the spending and saving patterns. Generally large family spend more and short family spend less, in comparison.

 3. Income expectations :

    The expected income to receive in future has a direct relation with the buying behaviour. The expectation of higher or lower income has a direct effect on spending plans.

 4.Propensity to consume and to save :

   This goes to the habit of spending or saving with the disposal income of buyers. If the buyers give importance to present needs, then they dispose of their income. And buyers spend less if they give importance to future needs.

 5. Liquidity of Fund :

    The present buying plans are influenced greatly by liquidity of assets i.e., cash and assets readily convertible into cash, eg bonds, bank balances etc.,

 6. Consumer Credit :

  “ Buy now and pay later” plays its role effectively in the rapid growth of markets for car, scooter, radio, furniture and the like.

Economic model suggests behavioural hypothsis :

Lower the price of the product, higher the sales. Lower the price of substitute products, lower the sales of this product Higher the real income, higher the sales of the product. Higher the promotional expenses, higher the sales.

Internal influences of buyers

psychographics (lifestyle),  personality, motivation, knowledge, attitudes, beliefs, and feelings. demographics,

consumer behaviour concern with consumer need consumer actions in the direction of satisfing needs leads to his behaviour behaviour of every individuals depend on thinking process.

EXTERNAL INFLUENCES OF BUYERS

 culture, sub-culture, Locality, royalty, ethnicity, family,  social class, reference groups, lifestyle, and market mix factors.

.CONCLUSION

Competing for the consumer is a never-ending challenge. This is due principally to the uniqueness and competitiveness of each individual market, for they are all different and all require different approaches” . Knowledge of the buying motives of consumers is essential for a marketer.The changes in the market are brought by the consumers.

 REFERENCES

 Consumer Behavior In Indian Perspective – Suja Nair – Himalaya Publishers

 Consumer Behaviour – Walker

Modern marketing – - R.S.N Pillai, Bagavathi

 

 

 

Boyan Yordanof asked:


Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.

It will not be exaggerated if we conclude that we are ’soaked in this cultural rain of marketing communications’ through TV, press, cinema, Internet, etc. (Hackley and Kitchen, 1999). But if thirty years ago the marketing communication tools were used mainly as a product-centered tactical means, now the promotional mix, and in particular the advertising is focused on signs and semiotics. Some argue that the marketers’ efforts eventually are “turning the economy into symbol so that it means something to the consumer” (Williamson, cited in Anonymous, Marketing Communications, 2006: 569). One critical consequence is that many of the contemporary advertisements “are selling us ourselves” (ibid.)

The abovementioned process is influenced by the commoditisation of products and blurring of consumer’s own perceptions of the companies’ offering. In order to differentiate and position their products and/or services today’s businesses employ advertising which is sometimes considered not only of bad taste, but also as deliberately intrusive and manipulative. The issue of bad advertising is topical to such extent that organisations like Adbusters have embraced the tactics of subvertising – revealing the real intend behind the modern advertising. The Adbusters magazine editor-in-chief Kalle Lason commented on the corporate image building communication activities of the big companies: “We know that oil companies aren’t really friendly to nature, and tobacco companies don’t really care about ethics” (Arnold, 2001). On the other hand, the “ethics and social responsibility are important determinants of such long-term gains as survival, long-term profitability, and competitiveness of the organization” (Singhapakdi, 1999). Without communications strategy that revolves around ethics and social responsibility the concepts of total quality and customer relationships building become elusive. However, there could be no easy clear-cut ethics formula of marketing communications.

ADVERTISING – PRESCIOUS INFORMATION OR VICIOUS MANIPULATION?

In order to get insights into the consumer perception about the role of advertising we have reviewed a number of articles and conducted four in-depth interviews. A number of research papers reach opposed conclusions. These vary from the ones stating that “the ethicality of a firm’s behavior is an important consideration during the purchase decision” and that consumers “will reward ethical behavior by a willingness to pay higher prices for that firm’s product” (Creyer and Ross Jr., 1997) to others stressing that “although consumers may express a desire to support ethical companies, and punish unethical companies, their actual purchase behaviour often remains unaffected by ethical concerns” and that “price, quality and value outweigh ethical criteria in consumer purchase behaviour” (Carrigan and Attalla, 2001). Focusing on the advertising as the most prominent marketing communication tool we have constructed and conducted an interview consisting of four themes and nine questions. The conceptual frame of this paper is built on these four themes.

THEME I. The Ethics in Advertising

The first theme comprises two introductory questions about the ethics in advertising in general.

I.A. How would you define the ethics in advertising?

The term ethics in business involves “morality, organisational ethics and professional deontology” (Isaac, cited in Bergadaa’, 2007). Every industry has its own guidelines for the ethical requirements. However, the principal four requirements for marketing communications are to be legal, decent, honest and truthful. Unfortunately, in a society where the course of action of the companies is determined by profit targets the use of marketing communications messages “may constitute a form of social pollution through the potentially damaging and unintended effects it may have on consumer decision making” (Hackley and Kitchen, 1999).

One of the interviewed respondents stated that “the most successful companies do no need ethics in their activities because they have built empires.” Another view is that “sooner or later whoever is not ethical will face the negative consequences.”

I.B. What is your perception of the importance of ethics in advertising?

The second question is about the importance of being moral when communicating with/to your target audiences and the way consumers/customers view it. In different research papers we have found quite opposing conclusions. Ethics of business seems to be evaluated either as very important in the decision making process or as not really a serious factor in this process. An example of rather extreme stance is that “disaster awaits any brand that acts cynically” (Odell, 2007).

It may seem obvious that the responsibility should be carried by the advertiser because “his is the key responsibility in keeping advertising clean and decent” (Bernstein, 1951). On the other hand the companies’ actions are defined by the “the canons of social responsibility and good taste” (ibid.). One of the interviewees said:

“The only responsible for giving decent advertising is the one who profits at the end. Company’s profits should not be at the expense of society.”

Another one stated that “our culture and the level of societal awareness determine the good and bad in advertising”.

The increased importance of marketing communications ethics is underscored by the need of applying more dialogical, two-way communications approaches. The “demassification technologies have the potential to facilitate dialogue”, but the “monologic” attitude is still the predominant one (Botan, 1997). Arnold (2001) points out the cases of Monsanto and Esso which had to pay “a price for its [theirs] one-way communications strategy”. In this train of thought we may review ethics in advertisements from two different perspectives as suggested by our respondents and different points of view in the reviewed papers. The first one is that it is imperative to have one common code of ethics imposed by the law. The other affirms the independence and responsibility of every industry for setting its own standards.

THEME II. Which type of regulation should be the leading one in the field of advertising?

The next theme directs the attention towards the regulation system which should be the primary one. Widely accepted opinion is that both self regulation and legal controls should work in synergy. In other words the codes of practice are meant to complement the laws. However, in certain countries there are stronger legal controls over the advertising, e.g. in Scandinavia. On the other hand the industry’s self regulation is preferred in the Anglo-Saxon world. Still, not everyone agrees with the laissez-faire concept.

One of our respondents said:

“I believe governments should impose stricter legal frame and harsher punishment for companies which do not comply with the law.”

Needless to say, the social acceptability varies from one culture/country to another. At the end of the day “good taste or bad is largely a matter of the time, the place, and the individual” (Bernstein, 1951). It would be also probably impossible to set clear-cut detailed rules in the era of Internet and interactive TV. Therefore, both types of regulation should be applied with the ultimate aim of reaching balance between the sacred right of freedom of choice and information and minimizing possible widespread offence. Put differently, the goal is synchronising the “different ethical frameworks” of marketers and “others in society” in order to fill the “ethics gap” (Hunt and Vitell, 2006).

THEME III. Content of Advertisements.

Probably the most controversial issue in the field of marketing communications is the content of advertisements. Nwachukwu et al. (1997) distinguish three areas of interest in terms of ethical judgment of ads: “individual autonomy, consumer sovereignty, and the nature of the product”. The individual autonomy is concerned with advertising to children. Consumer sovereignty deals with the level of knowledge and sophistication of the target audience whereas the ads for harmful products are in the centre of public opinion for a long time. We have added two more perspectives to arrive at five questions in the conducted interviews. The first one concerns the advertisement that imply sense of guilt and praise affluence that in the most cases cannot be achieved and the second one is about advertisements stimulating desire and satisfaction through acquisition of material goods.

III.A. What is your attitude towards the advertisement of harmful products?

A typical example is the advertisement of cigarettes. Nowadays we cannot see slogans like “Camel Agrees with Your Throat” (Chickenhead, accessed 25th September 2007) or “Chesterfield – Packs More Pleasure – Because It’s More Perfectly Packed!” (Chickenhead, accessed 25th September 2007). The general advertisement, sponsorship and other marketing communications means are already prohibited to be used by cigarette producers. Surprisingly, most of the answers of the respondents were not against the cigarettes advertisement. One of the respondents said:

“People are well informed about the consequences of smoking so it is a matter of personal choice.”

As with many other contemporary products the shift in communications messages for cigarettes is oriented towards symbol and image building. The same can be said for the alcohol ads. A well-known example of emotional advertising is the Absolut Vodka campaign. From Absolut Nectar, through Absolut Fantasy to Absolut World the Swedish drink actually aims to be Absolut… Everything.

Advertising of hazardous products is even more harshly criticised when it is aimed at audiences with low individual autonomy, i.e. children. Two main issues in this respect are the manipulation of cigarettes and alcohol as “the rite of passage into adulthood” and the fact that “sales of health-hazardous products (alcohol, cigarettes) develop freely without much disapproval” (Bergadaa, 2007).

III.B. What is your attitude towards the advertisement to children?

Children are not only customers, but also consumers, influencers and users in the family Decision-Making Unit (DMU). Additional difficulty is that they are too impressionable to be deciders in the DMU. At the same time it is not a secret that marketers apply “the same basic strategy of trying to sell the parent through the child’s insistence on the purchase” (Bernstein, 1951). It is not a surprise then that “spending on advertising for children has increased five-fold in the last ten years and two thirds of commercials during child television programs are for food products” (Bergadaa 2007). In the US alone children represent a direct purchases market of $24 billion worth (McNeal cited in Bergadaa, 2007) which certainly is on the top of the agendas of many companies. While exploiting children’s decision-making immaturity advertisers often go too far in dematerialising their products and “teleporting children out of the tangible and into the virtual world of brand names” (Bergadaa 2007). Teenage virtual worlds like Habbo where snack food brands run advertising campaigns are already a fact of life (Goldie, 2007). The imaginative worlds are popular not only online. Hugely successful for creating a fantasy world is Mc Donald’s. The company tops the European list of kids’ advertisers while more than half of the children’s adverts are for junk food.

In some countries there are harsher restrictions to the children advertising.

• “Sweden and Norway do not permit any television advertising to be directed towards children under 12 and no adverts at all are allowed during children’s programmes.

• Australia does not allow advertisements during programmes for pre-school children.

• Austria does not permit advertising during children’s programmes, and in the Flemish region of Belgium no advertising is permitted 5 minutes before or after programmes for children.

• Sponsorship of children’s programmes is not permitted in Denmark, Finland, Norway and Sweden while in Germany and the Netherlands, although it is allowed, it is not used in practice.” (McSpotlight, accessed 20th September 2007).

According to a research by Roberts and Pettigrew (2007) the most frequent themes in children advertising are “grazing, the denigration of core foods, exaggerated health claims, and the implied ability of certain foods to enhance popularity, performance and mood.” But the junk food is not the only reason for parents’ preoccupation. According to a study of Kaiser Family Foundation (Dolliver, 2007) parents are concerned about the amount of advertising of the following products (in order of importance): toys, video games, clothing, alcohol/beer, movies, etc.

The interviewed respondents were unanimous: “The advertising to children should be strictly monitored.” Similar results were obtained in surveys by Rasmussen Reports and Kaiser Family Foundation. Nevertheless, the legal means are just one part of the children’s protection. The other part involves “the decision-making responsibility of parents and teachers” which is “to assist their children in developing a skeptical attitude to the information in advertising” (Bergadaa 2007). The marketers themselves should also be involved in shaping the moral system of our future and “each brand should have its own deontology – a code of practice regarding children – rather than rely on industry codes” (Horgan, 2007).

III.C. Do you think there are many misleading, exaggerating and confusing advertisements. Are many ads promising things that are not possible to achieve?

It will not be exaggerated to state that advertising is in a sense “salesmanship addressed to masses of potential buyers rather than to one buyer at a time” (Bernstein, 1951). Since “salesmanship itself is persuasion” (ibid.) we cannot merely blame advertisers for pursuing their sales goals. However, in the last twenty years or so advertisers have increasingly applied semiotics in their messages and as a consequence ads have begun to function more and more as symbols. One extreme case in this stream of advertising is the creation of idealised image of a person who uses the advertised product. Bishop (2000) draws our attention to two “typical representatives of self-identity image ads” which entice consumers to project the respective images to themselves through use of the products:

- “The Beautiful Woman”;

- “The **** Teenagers.

Through setting of such stereotypes advertisers not only mislead the public and exaggerate the effects of products but also provoke low self-esteem in consumers. At the same time they promise results that in most cases are simply impossible to achieve. Instead of promoting “‘glamorous’ anorexic body images” communication messages should use “varied body types” and should drop the idea of the “impossible physical body images” (Bishop, 2000).

To question III.C one of the respondents commented:

“The customers of these products [the ones advertised through thin models] are mostly people who do not have the same physical characteristic. For me, this type of advertising is deliberately aimed at people to make them feel not complete, far from attractive social outsiders.”

However, another interviewed stated that: “every person has his own way of evaluating what is believable and what is misleading. Consumers are enough sophisticated to know what is exaggerated.”

Similarly, Bishop (2000) concludes that “image ads are not false or misleading”, and “whether or not they advocate false values is a matter for subjective reflection.” The author argues that image ads do not interfere with our internal autonomy and if people are misled, it is because they want it. It is all about our free choice of behaviour and no advertisement can modify our desires. Perhaps, the truth lies somewhere in-between the two extreme positions.

III.D. What is your attitude towards advertisement that imply sense of guilt, and praise affluence that in the most cases cannot be achieved?

A more specific case of controversial advertising is the one used to “promote not so much self indulgence as self doubt”; the one that “seeks to create needs, not to fulfill them: to generate new anxieties instead of allaying old ones” (Hackley and Kitchen, 1999). A response of our interviewee reads:

“It is not only a matter of advertising. It has to do with the social inequality and the desire to possess what you can not.”

Hackley and Kitchen (1999) refer to this discrepancy as to “when reality does not match the image of affluence and the result is a subjective feeling of dissonance”. The issue could be elaborated further through the next question.

III.E. Are advertisements stimulating desire and satisfaction through acquisition of material goods moral?

We live in a society which is more or less marked by materialism. Advertisements are often blamed to fuel consumption which is allegedly leading to happiness. The role of promoting satisfaction through acquisition of material goods has become so important that currently the “media products are characterised by relativism, irony, self referentiality and hedonism” (Hackley and Kitchen, 1999). Is the popular saying “those who die with most toys win” really a motivator in consumers’ behavior and could consumption be the cure of emotional dissonance? This seems to be the case provided a brand succeeds to enter in the evoked set of consumer choices. This new “kind of materialism” goes hand in hand with “the emergence of individualism via sheer hedonism along with narcissism and selfishness” (Bergadaa 2007).

THEME IV. Is the quantity of advertisements justified?

IV.A. Do you think there is too much advertising?

An audit of food advertising aimed at children in Australia by Roberts and Pettigrew (2007) revealed that “28.5 hours of children’s television programming sampled contained 950 advertisements.” Actually, we all are being bombarded by ads on TV, Internet, print media, etc. The amount and content of marketing communications messages puts the consumer’s information processing capacity to a test. The exposure to marketing data overload often leads to diluted consumer’s selective perception. Whether our responses are circumscribed by “confusion, existential despair, and loss of moral identity” or we “adapt constructively to the [communications] Leviathan and become intelligent, cynical, streetwise” (Hackley and Kitchen, 1999) is a question open to debate.

Two opposite streams of attitudes were produced in our research. One stance is concerned with the undue quantity of advertisement. The other stream proclaims that “If there is an advertisement, so it is justified by a need.” We agree that the communications overload may indeed have “pervasive effect on the social ecology of the developed world” (Hackley and Kitchen, 1999). If the increasing communication pollution is not managed properly by both legal and industry points of view yet again the advertising will manage “to hoist its foot to its own mouth and kick out a couple of its own front teeth” (Bernstein, 1951).

CONCLUSION

In preparation of this paper we have used qualitative depth interviews in order to get insights for what actual customers opine. We have also substantiated our presentation with references to a number of influential articles in the field of ethics in marketing communications. Generally, our respondents as well as various authors have taken two opposing stances. The first one affirms that ethics in marketing communications matters considerably, whereas the other one downsizes the importance of ethics, thereby stressing the role of other factors in consumer decision-making, i.e. price, brand loyalty, convenience, etc.

Marketers should understand their “responsibility for the emerging portrait of future society” (Bergadaa 2007). Not only there is a need of legal ethical frame but also professional ethical benchmarks and deontology should be in place. One of the main challenges is to avoid creating “a happy customer in the short term”, because “in the long run both consumer and society may suffer as a direct result of the marketer’s actions in ’satisfying’ the consumer” (Carrigan and Attalla, 2001).

The strength of the advertisement influence exerted on consumers is only one part of the equation. On the other hand we may affirm that consumers are not morally subservient and according to the information process models there is a natural cognitive defense. The communications tools “offer us a theatre of our own imagination” (Hackley and Kitchen, 1999). Consequently, we accept the reality in terms of our own experiences. In this sense marketers do not create reality – they are simply a mirror of the society. We may argue that unfortunately this is not always the case.

Advertising is often deservedly seen as the embodiment of consumer freedom and choice. Notwithstanding this important role, when the choice is “between one candy bar and another, the latest savoury snack or sweetened breakfast cereal or fast food restaurant” (McSpotlight, accessed 20th September 2007) it represents anything else but not an alternative and certainly not a healthy one.

The words of Bernstein (1951), said fifty-six years ago are still very much a question of present interest: “It is not true that if we ’save advertising, we save all,’ but it seems reasonable to assume that if we do not save advertising, we might lose all.”

REFERENCES:

Anonymous (2006). Module Book 6, Marketing Communications, University of Leicester.

Arnold, M. (2001). Walking the Ethical Tightrope (Marketing Corporate Social Responsibility), Marketing, 7/12/1001, p. 17.

Bergadaa M. (2007). Children and Business: Pluralistic Ethics of Marketers, Society and Business Review, Vol. 2, No. 1, pp. 53-73.

Bernstein, S. R. (1951). Good Taste in Advertising, Harvard Business Review, Vol. 29, No. 3, pp. 42-50.

Bishop, J. D. (2000). Is Self-Identity Image Advertising Ethical?, Business Ethics Quarterly, Vol. 10, No. 2, pp. 371-398.

Botan, C. (1997). Ethics in Strategic Communication Campaigns: The Case for a New Approach to Public Relations, Journal of Business Communication, Vol. 34, No. 2, pp. 188-202.

Carrigan, M. and Attalla, A. (2001). The Myth of the Ethical Consumer – Do Ethics Matter in Purchase Behaviour?, Journal of Consumer Marketing, Vol. 18, No. 7, pp. 560-577.

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Sabrina James asked:


If you have ever been shopping for a wrinkle cream on the internet you are aware of the number of wrinkle cream review sites out there.  These wrinkle cream review sites are a fantastic source of information and opinions on the top wrinkle cream brands to choose from.  Some sites allow actual consumer input and others only offer their own opinion.  You may find that you are able to read about the best ingredients to heal wrinkles, or you may only see basic reviews of two or three products.  With so many to choose from, and many of them offering different opinions as to which wrinkle creams are truly the best, how is a consumer supposed to know which one to believe?

As a consumer, it is natural to not want to take the opinion of the manufacturer themselves as they are obviously going to be trying to sell you on their product and are never going to recommend a competitor.  For this reason, it is important for the average consumer to seek the opinion of experts to help guide them in their decision making process.  But consumers also need to be aware of where they are getting their information from.

In other words, consumers need to take the time to evaluate the wrinkle cream review sites that they are getting their information from.  There are many different types of reviews out there to choose from.  Be sure to take the time to read about the author or owner of the site and what their expertise is.  Many sites are just women and men who have tried a few products and like to offer their opinion.  Other sites actually take the time to conduct independent studies, enlisting a test group of consumers who agree to use the products as directed and document the results they achieve over a given period of time.  These sites that conduct independent studies and tests are often much more valuable reviews as they can provide insight on how the products reacted with certain skin types and how a cross section of consumers felt the product worked, vs. just the opinion of one person.

Another aspect of the best wrinkle cream reviews is whether or not consumers are able to offer their opinions and rank the different products that the site has listed there.  By taking the time to read all of these reviews, testimonials, and comments, consumers are able to see not only what the experts are saying, but what regular consumers like them have to say it worked on their skin.  This is an essential part of any wrinkle cream review.  As a consumer, you must take the sum total of information into consideration when making an important decision like buying a wrinkle cream.  

Many consumers do not take the time to read these wrinkle cream reviews and instead purchase creams based upon trial and error.  This is very costly and in most cases frustrating, as there are far more wrinkle creams out there that do not work, or at least work so slowly that the results are not visible even after months of use.  Consumers must examine the professionalism of the site, read about the expert offering their opinion as well as how they came to their decision of the best wrinkle cream.  Did they try the product only by themselves, or did they take the time and care to conduct independent testing.  And finally, read the opinions of real consumers who have taken the time to try and comment on the products that you are considering.  Without examining all of this information, consumers are not fully educated about the products they are getting ready to purchase.  When all of these things are included on one site, then you know that you have found the best wrinkle cream reviews, and the opinion there can be trusted.

Penny Whitlock asked:


When you have glowing, healthy skin, you feel better. Your skin is a living, breathing organ and should be well cared for. As we begin to age the cell renewal process slows down and skin becomes drier. Look to age-old remedies from nature, ingredients derived from plants and vegetables, when you are looking for a quality hand and body lotion. Applying a moisturizing hand and body lotion is necessary for skin to maintain its elasticity and to prevent premature skin ageing. Some of the skin nourishing oils and butters added in a quality hand and body lotion include the following:

Shea Butter: Forms a breathable, water-resistant film and is the leading natural product for moisturizing. Natural Shea Butter has a high amount of Vitamins A and E which help to repair skin damage. Natural Shea Butter is widely used to help protect your skin from the sun’s UV rays and is known for softening and healing cracked and aged skin. It also provides some relief to itchy skin. Look for natural shea butter that is unrefined or is refined by a natural filtering process which is used to remove any botanical impurities usually found in unrefined shea butter. The refining process produces a shea butter that is lighter in color and does not have a smoky or nutty scent. When you read the label look for the INCI (International Nomenclature of Cosmetic Ingredients) name, Butyrospermum Parkii. Cocoa Butter: A soothing ingredient that helps minimize dryness and helps improve the skin’s elasticity. Cocoa Butter is a yellowish vegetable fat most often used to soften the skin. It is solid at room temperature but melts on contact with the skin. Cocoa Butter is made during the manufacture of cocoa and chocolate. It is known to help prevent and minimize stretch marks, protect dry, chapped skin, treat skin irritations, help erase wrinkles on neck, around eyes and mouth and adds a firming agent to skin care products. The INCI name for Cocoa Butter is Theobroma Cacao. Sunflower Oil: It supplies more Vitamin E than any other vegetable oil and contains vitamins A and D. It offers smoothing properties in hand and body lotions and is easily absorbed into the skin; a great vegetable oil for massage products. It softens and moisturizes skin and is highly recommended for dry, weathered, aged, and damaged skin. The INCI name for Sunflower Oil is Helianthus Annuus. Jojoba (pronounced Ho Ho Ba), Olive, Grapeseed, Avocado and Sweet Almond Oils are also great additions to hand and body lotions. Each has unique characteristics that are beneficial to your skin. Jojoba Oil is especially good for mature skin, while Grapeseed Oil is often recommended for acne and oily skin. Avocado Oil penetrates the skin easily and Sweet Almond Oil is suitable for most skin types.

Other ingredients to note:

Vegetable Glycerin: It has emollient like properties which can soften and soothe the skin. It is hygroscopic which means that it attracts moisture from the air and it assists the outer epidermis layer of the skin in retaining moisture. Glycerin is available in vegetable and animal derived forms. I prefer Glycerin that is derived from vegetable oil, palm or coconut. The INCI name for Vegetable Glycerin is Glycerin. Emulsifying Wax: If you have ever purchased a bottle of lotion that separates, it may be due to the lack of or an insufficient amount of an emulsifier. Lotions are made by combining oil and water which is not an easy task. The addition of an emulsifier helps bind the oil and water together and it is also a thickening agent. There are at least six types of emulsifiers that may be added to lotions, but I prefer vegetable based Emulsifying Wax. Emulsifying Wax can be plant or petroleum based so you may want to ask the person you purchase your lotion from whether it is plant or petroleum based. The INCI name for Emulsifying Wax is Emulsifying Wax NF or Cetearyl Alcohol & Ceteareth 20. Stearic Acid (Palm): Like Emulsifying Wax, Stearic Acid is used to emulsify, thicken, bind, and stabilize hand and body lotions. Stearic Acid occurs naturally in vegetable and animal fats; however it has to go through a hydrogenation process to convert it to the end product. I prefer stearic acid that is 100% Palm derived, with no added chemicals, emulsifiers or other agents. The INCI name for Stearic Acid is Stearic Acid. Rosemary Oil Extract (ROE): Acts as a natural antioxidant, a natural preservative that reduces the rate of oxidation in oils that oxidize quickly and extends the shelf life of your lotion. Natural substances such as ROE show antimicrobial activity, however it is usually not adequate for broad spectrum protection and an additional preservative is needed. The INCI name for ROE is Rosmarinus officinalis (Rosemary) Leaf Extract. Cosmocil CQ and Optiphen: Some creams and body butters do not contain water, however, most lotions do and water based products need preservatives to prevent the growth of bacteria. The two I prefer are Cosmocil CQ and Optiphen because they are gentle, effective preservatives that are paraben free and do not release formaldehyde. Cosmocil CQ is commonly used in baby wipes and contact lens solutions. The INCI for Cosmocil CQ is Water, polyaminopropyl biguanide and the INCI name for Optiphen is Phenoxyethanol, Caprylyl Glycol. Commercial hand and body lotions and some handmade lotions are sometimes loaded with preservatives so they remain fresh for a long time. The preservatives do extend the shelf life of the lotion and help keep them free from bacteria but sometimes the preservatives used are unhealthy and may cause skin problems. Some commonly used preservatives are either paraben or formaldehyde based. Germaben (INCI: Propylene Glycol, Diazolidinyl Urea, Methylparaben, Propylparaben), Liquid Germall Plus (INCI: Propylene Glycol, Diazolidinyl Urea, Iodopropynl Butylcarbamate), LiquaPar Optima (INCI: Phenoxyethanol, Methylparaben, Isopropylparaben, Isobutylparaben, Butylparaben), and Phenonip (INCI: Phenoxyethanol, Methylparaben, Ethylparaben, Butylparaben, Propylparaben, Isobutylparaben) are preservatives that contain parabens. Essential Oils and Fragrance Oils: There is a lot controversy these days regarding fragrance oils being added to hand and body lotions due to the fact that most fragrance oils contain phthalates. The U.S. Consumer Product Safety Commission (CPSC) did a study that evaluated phthalates in children’s toys and recommended that toy manufacturers remove phthalates from soft rattles and teethers until more study is done. (cpsc.gov/). The Phthalate Information Center states, “Safety reviews by European and American scientific panels have specifically cleared phthalates for use in toys and in nail polish. The different reviews use phrases such as “safe as used,” or “no concern,” or “no demonstrated health risk.” No governmental review has found any phthalate unsafe as used in products for the general public.” (www.phthalate.org) Essential Oils are extracted from flowers and herbs and are natural; however, there are some that should not be used on the skin (e.g. clove oil). Also, some essential oils should be avoided while in the sun and if you are pregnant. For some people, fragrance or essential oils may cause skin irritations.

If you use a new skin care product, testing a small amount on your inner arm to see if any irritation occurs is recommended. If irritation or sensitivities do occur, discontinue use and dilute affected area with vegetable oil, not water, and dry to reduce irritation.

A good hand and body lotion should contain botanical oils and butters but not necessarily a lot them. It does not need to contain a plethora of ingredients to work. Whether you use a lotion that is unscented or scented with essential oils or scented with fragrance oils is up to you. Your lotion should not leave your skin feeling sticky and it should be lightweight so you can apply it as many times throughout the day, as needed, especially if you frequently wash your hands.

When you are looking for a quality hand and body lotion, read the label, the order of how the ingredients are listed is important. Ingredients are required to be listed in descending order; therefore, if the first ingredient in your hand and body lotion is Sunflower Oil, for example, it has a higher amount of that oil than the remaining ingredients.

African healers have known about shea butter for thousands of years and have used it for burns, stretch marks and dryness and for many years, natural oils have been applied to the skin because they contain vitamins, minerals, fats, and proteins. To quench your dry skin’s thirst and for that youthful, healthy looking skin you deserve, look to nature and find yourself a moisturizing hand and body lotion made from age-old remedies.

 

Low Jeremy asked:


Generally, prototyping is used to determine if a design is effective or if it can really perform the functions it was made to do.

The same goes with software prototyping. In prototyping software the creators of the program make an unfinished model of the program available to consumers. The creators let their potential clients test the software and allow them to evaluate how well it works.

Because of the generated feedback, designers can alter the software even before they began to release the full version. This would be more economical to the creators rather than releasing the full version now and then patching up the software’s inconsistencies later.

It would also help designers save face in case the software failed to leave up to consumers’ expectations. It is a fact that consumers know more than anybody else about problems that could be encountered in using the software.

So any form of feedback from them early on in the project could be valuable in the program’s performance. Through the feedback from prototyping, determining at first hand what the consumers really want can lead developers in creating a faster and cheaper software.

Improved and increased user involvement: Protoptyping requires user involvement and allows them to see and interact with a prototype allowing them to provide better and more complete feedback and specifications.

The presence of the protoype being examined by the user prevents many misunderstandings and miscommunications that occur when each side believe the other understands what they said.

Since users know the problem domain better than anyone on the development team does, increased interaction can result in final product that has greater tangible and intangible quality. The final product is more likely to be satisfy the users desire for look, feel and performance.

However, when not used properly, software prototyping might be detrimental to the development of the whole program itself. Developers might be too focused on creating a prototype that they become remiss on their job to make the full version of the software. Consumers might also think that the prototype is the real thing and might inaccurately evaluate the product by having too much expectation.

Also, developers might spend a great deal of time creating a prototype. A prototype is supposed to be created quickly and if it takes too long for the developers to make one, it might become too costly for the whole project. Plus, additional expense can be incurred on creating a separate team to develop the prototype.

Creating programs and websites, software, and even hardware, entails careful consideration in terms of its user interface. Sometimes, in the planning stages of these programs, we get caught up in the big picture and are unable to foresee certain details that affect how our programs will pan out in a step by step manner.

The traditional way to develop programs is to build a prototype and test it. It would be fortunate if after testing, you will only have to do some minor revisions, if at all. The problem arises when you find out that your program has a user problem, which will entail for you to trash most of your hard work to solve the obstacle.

To help programmers and users, a user testing method called paper prototyping has been popularized by many top technology brands that boast of programs and hardware that are very user friendly.

The main difference of paper prototyping and regular prototypes is that paper prototyping utilizes paper as the medium to plot out programs. The method of prototyping is usually best conducted like a focused group discussion where paper prototypes are employed to simulate the program to be developed.

With paper prototyping, you can either utilize printouts of your wire frames or hand sketch your designs. You can even use a combination of both. Prototyping experts say that paper, scissors, glue and sticky paper are a must during the paper prototyping process.

These materials are made to simulate your programs so that through the interactive process of going through the paper prototype, you can find out if your product ranks high on usability. This paper prototyping process also saves you time and effort because it allows you outsider insight on your product, way before you even begin to actually build it. With this method of testing for usability, you will never have to “go back to the drawing boards” because you won’t leave the drawing phase until all kinks are ironed out.

This method of testing is particularly useful for the production of websites, programs, and software for use in a personal computer or a mobile phone interface. You can learn a lot of valuable lessons from paper prototyping. For instance, if in your paper prototype, you find that the users testing the mock up tends to click a particular feature which was not designed to be a link, then you know that it should actually be one.

Paper prototyping can save you a lot of time, effort and cost at the planning stage, even before you begin to write codes or start building.

Nicholas Friend asked:


As inkjet canvas continues to gain popularity in the fine art and photographic digital printing industry, the multitude of available brands and varieties will persist and eventually flood the market in an attempt to take advantage of this increasingly desirable consumable. Current market research shows that inkjet canvas is selling three times more than inkjet paper, which historically, has never been the case. This swing in market trends suggests that art consumers are impressed by the aesthetic appeal and novelty of digitally printed inkjet canvas as it is a relatively new, yet logical medium for fine art reproduction. As an entrepreneur running a printmaking business, selecting an inkjet canvas that will be the foundation for your reputation and long-term success amid the array of possibilities, can be a daunting if not impossible undertaking. Nevertheless, it is the responsibility of the printmaker to understand and test inkjet canvas to source the highest quality to ensure sustainable-revenue and the integrity for their business. Therefore the purpose of this article is to provide printmakers with the proper tools to evaluate inkjet canvas based upon empirical data and measurable attributes; in an attempt to produce higher-quality, more-archival, and ultimately more sellable fine art inkjet canvas prints.

In order to properly evaluate inkjet canvas for your printmaking business, several criteria must be evaluated and considered. This criterion can be broken down into four primary categories: aesthetic appeal, longevity, production/business practicality, and brand association. Testing multiple brands and types of inkjet canvas is the best thing you can do for your business, your customers, and the fine art industry as a whole. That being said, the first thing you will need to do to get started is purchase sample material from several leading inkjet canvas manufacturers. Let this article be the guide or checklist to walk you though the important evaluation process. Aesthetic Appeal

This category has been listed above all others because it is the single most important factor for evaluating your primary, “house” inkjet canvas. The fact is that this is the fine art industry and whether you are the artist, a gallery owner, a publisher, or a printmaker, the ultimate universal goal is to sell art. Art is predominantly sold as a result of its aesthetic appeal and the emotional derivative of the image presentation. In other words, the better your prints look, the more your artists will sell, which will naturally result in more printing business. If the artists that you print for are confident that you are reproducing their work in the most visually appealing manner and this is reflected in their print sales, you can be sure they will continue to employ your services. On the other hand, if the artist decides to shop around or happens to come in contact with an alternative printmaker who is obviously producing superior inkjet canvas prints, the artist will be gone in an instant. The only way to be certain that you are producing the most visually appealing inkjet canvas prints, is to test several different inkjet canvases for color gamut, Dmax (optical density), resolution, texture, and weight. Let us carefully consider each of these attributes individually.

Color Gamut – In this increasingly competitive industry simply offering great color reproduction is not enough. You need to offer the best color reproduction. Although precise color gamut measurement tools, such as a Colorimeter or spectrophotometer can and should be used if available, the ***** eye is usually enough to distinguish a superior inkjet canvas. Print a color target, which consists of several individual color patches, on each inkjet canvas that you are evaluating. Use these targets to compare each individual color to determine which inkjet canvas produces the best color gamut. It is also recommended to print the same, colorful image on each inkjet canvas and see which produces the most vibrant colors.

Dmax – Dmax is a measure of maximum density of an image’s color but more specifically its black density. Again, the most precise measurements can be taken with a densitometer, but the ***** eye will suffice if this equipment is not available to you. When discussing paper and inks, Dmax is commonly defined as the blackest black possible. Black density is arguably the most discernable characteristic in evaluating the quality of ink, paper, inkjet canvas, and even printmakers themselves. Therefore achieving the blackest black possible should be the most critical concern for every fine art printmaker. In this increasingly competitive industry, as with color gamut, offering great blacks is simply not enough. You need to offer the blackest blacks possible.

Resolution – This refers to the smallest discernable dots or pixels, commonly measured as dpi or dots per inch. In relation to fine art reproduction, it is a measurement of the “fineness” of detail in a printed image. Resolution is a crucially important attribute because without “fineness” and detail, image quality is compromised. No matter how accurate your colors are or how dense your black may be if the image appears blurry up close instead of clean and crisp, you will have significantly decreased your chances of selling that print as it will negatively affect its overall perceived value. This will inhibit the artist from obtaining true market-value for his/her work, which will cause you the printmaker to lose business to a competitor who uses a inkjet canvas with superior resolution. It should be noted that inkjet canvases with excessive texture can also compromise resolution and should be avoided. The drastic peaks and valleys in the inkjet canvas texture can cause ink to “bleed”, or run, which will blur minute aspects of a printed image.

Texture – The optimal texture of inkjet canvas is one that will exude a natural inkjet canvas look, without compromising resolution or reducing the amount of viewable angels in which the art can be appreciated. The latter is caused by any type of glossy finish on a highly textured inkjet canvas. The result is a “sparkling” affect caused by light reflecting off of the glossy peaks and valleys of the textured inkjet canvas. Sparkling inkjet canvas prints no longer take on the qualities of an original painting which causes art consumers to perceive them as cheap reproductions. In an industry driven by quality and aesthetic appeal, cheap reproductions won’t sell and will be detrimental to a printmakers’ reputation. All in all, even if a inkjet canvas is a clear leader in color gamut, dmax, and resolution, it may have excessive texture which alone can compromise quality. Therefore, printmakers should test for excessive texture. This can be accomplished in two ways. First, print images with extreme detail and look for a lack of image cleanliness and crispness up close. Second, use a semi-glossy or glossy post-print protective coating and look for sparkling when light reflects off the coated surface. It is important to keep in mind that texture is primarily a subjective attribute of which everyone will have a differing opinion. As a printmaker, it is wise to advise your clients to make a texture decision based upon objective information that will improve the sale-ability of their prints rather than attempt to source unique inkjet canvas textures to appeal to every artist’s personal preference.

Thickness & Weight – These are completely subjective attributes that do not contribute to the visual appeal or the sale-ability of any inkjet canvas print. For their own reasons, usually related to their artist/customers, some printmakers have a tendency to place value on how a inkjet canvas “feels”. To the artist or printmaker (not the art consumer) perceived value can be associated with a heavier weight and thicker inkjet canvas. The fact is that it costs more to manufacture a inkjet canvas with a heavier weight and thickness, but neither weight nor thickness has any contribution to the visual appeal or longevity of a inkjet canvas print. The higher cost is simply not justified.

Once stretched, framed, and hanging on the wall in an art gallery nobody is touching or “feeling” the finished inkjet canvas print. These consumers have absolutely no way of determining the initial weight, thickness, or feel of the inkjet canvas. Therefore, these attributes are totally worthless unless of course they somehow affect your production process. For example, an excessively thin inkjet canvas might tear when stretching over frames. An excessively thick inkjet canvas might not feed through your printer. An excessively heavy inkjet canvas might senselessly raise your costs, lower your profit margins and in turn decrease your market competitiveness as a printmaker. Therefore, using a inkjet canvas because you like how it “feels” or how “heavy” it is, is just a disorganization of business priorities. Unless your customer requires a specific inkjet canvas weight or thickness, these two attributes should be considered your lowest priority. Generally it is a plus to have a heavier, thicker inkjet canvas but should not influence your inkjet canvas evaluation.

Longevity

Longevity refers to how long a inkjet canvas print will last before it begins to noticeably deteriorate. This is an absolutely critical element in determining which inkjet canvas to use for your business. In order to appropriately label yourself a “fine art printmaker”, you must produce fine art prints. By definition, fine art prints are expected to maintain their constitution for several decades. Fine art prints that deteriorate in the short-term maintain almost no value and were in fact, never fine art prints to begin with. Thus, longevity must be taken into consideration in every printmaker’s long-term business strategy as selling deteriorating prints will no doubt contribute to the inevitable demise of your future business in the fine art industry.

Unfortunately, unbiased, objective longevity testing information about each inkjet canvas is not readily available. Therefore, the only real way to be confident that this longevity component is fulfilled is by choosing a reputable manufacturer with a worldwide recognized brand. These manufacturers have proven their ability to deliver and support fine art quality products to the masses. They also guarantee their products. Rest assured that if any problem does arise, most of them will be right there to fix the problem and/or reimburse you. A reputable printmaking business must have this guarantee where the manufacturer holds the risk. Printmakers should use these worldwide brands to their advantage by communicating their stability benefits to their own customer base. Nevertheless, it is important to understand exactly what characteristics affect the longevity of your inkjet canvas prints.

Acidity – One primary determinant of longevity is the acidic content within a inkjet canvas. The introduction of acid to a inkjet canvas print will cause it to quickly yellow and deteriorate. Finding a inkjet canvas that is completely acid-free and ph-neutral is extremely important in preserving the longevity of your prints. Most inkjet canvas suppliers will boast an acid-free product but in actuality they are referring only to the raw inkjet canvas material, conveniently leaving out the acidic content of the inkjet receptive coating applied on top, which completely negate the initial claim. In order to maximize and ensure longevity, printmakers should therefore make sure that a inkjet canvas has both an acid-free raw inkjet canvas base and an acid-free inkjet receptive coating.

Optical Brightener Additives (OBAs) – These are artificial brightening agents commonly used in many inkjet substrates to make them appear “brighter” or whiter than they actually are. According to the most recognized inkjet print permanence testing organization, the Wilhelm Research Institute, OBAs should be avoided because they compromise the longevity of fine art prints by causing yellowing, and by causing the colors of a print appear different under differing lighting conditions.

Color management guru David Coons of Artscans explains the difficulties in using OBA’s:

“Our main problems with OBAs are with reproducing original art with bright or pastel yellows. Since typical OBA coated media doesn’t reflect warmer wavelengths as strongly as conventional natural white watercolor papers, it’s often impossible to accurately reproduce many warm pastel colors such as light yellow.

Optical brighteners create an appearance of ‘brightness’ by inducing blue fluorescence in the presence of UV-rich light sources such as sunlight, metal halide, and fluorescent lamps. Papers coated with these brighteners tend to fight yellow inks in particular because of their bluish cast. Color management systems can help preserve relative color differences, but will never be able to overcome these physical limitations.”

In June 2005 worldwide inkjet canvas manufacturer Breathing Color, Inc. out of Orange, California (www.breathingcolor.com) released the first ever optical-brightener free inkjet canvas and since, the product segment has grown in popularity at a very fast pace within the USA and is spreading to other regions of the world. Printmakers using this product are taking advantage of the credibility and competitive positioning it offers.

Water-Resistance – History has proven that inkjet canvases without sufficient water-resistance are fragile and increasingly susceptible to damage by humans and the environment (humidity).

Although they can be protected and enhanced with solvent-based coatings, generally it is best to avoid them simply because they are more of a liability and increase longevity risk. Solvent-based coatings, which are mandatory with non-water-resistant inkjet canvases, also have a tendency to chip, crack, and flake over time and/or the sduringtretching process. Some manufacturers who have not yet been able to develop a truly water-resistant inkjet canvas have resorted to marketing semi-water-resistant inkjet canvases as water-resistant. Beware of these. Although there is no documented industry standard for water-resistance, printmakers can easily test this on their own. Run a print and allow it 24 hours to dry. Once the ink has completely dried simply poor a glass of water over the print. If a inkjet canvas is not water-resistant, the ink will run and smear immediately. Some highly water-resistant inkjet canvases can withstand this test even immediately after printing. Printmakers using truly water-resistant inkjet canvases also enjoy the added benefit of the ability to use a water-based post-print coating, which in most cases is much more durable than the solvent-based alternatives.

Post-Print Protective Coatings – Commonly sold in gloss, semi-gloss, and matte options, these post-print protective coatings are most commonly used to preserve and protect inkjet canvas prints from abrasion and harmful ultraviolet light. They are also used to enhance color and increase the visual appeal of a inkjet canvas print.

Printmakers should evaluate a coating for the following: First, it must sufficiently protect a inkjet canvas print from abrasion. This means that if anyone were to accidentally touch, scuff, hit, or spill anything onto the printed surface – nothing will happen. The integrity and value of the print is essentially preserved. Second, a giclee coating must protect a inkjet canvas from harmful ultraviolet light. Although it should always be avoided, this means that the inkjet canvas should not fade or yellow if it were to be in direct or indirect sunlight for extended periods of time. Third, a coating should be able to enhance color in order to increase the visual appeal of the inkjet canvas print. Fourth, a coating should not provide any sort of yellow cast over the image. This is a negative side effect that compromises the integrity and value of a inkjet canvas print. This yellow casting issue can be tested by simply comparing a coated and uncoated piece of unprinted inkjet canvas. If the coated portion appears yellow, then this coating is working against the quality of your reproductions and should be substituted with a more reputable product from a fine art manufacturer. Finally, the coating should not ***** when stretching over frames. If the giclee coating cracks you are unnecessarily decreasing the quality of your inkjet canvas reproduction. All reputable inkjet canvas manufacturers have information on coatings that is compatible with their products. Selling prints that ***** when stretched is unacceptable in this industry where public information about coating compatibility is readily available for all printmakers.

Only use fine art giclee coatings from reputable manufacturers that produce products specifically for the fine art market — not to be confused with coatings made to protect signage or other surfaces and are erroneously marketed by many suppliers as fine art coating substitutes. Beware of these untested products with no history or track record.

Production

Now that we have discussed the most critical aspects of selecting an inkjet canvas in aesthetic appeal and longevity, let’s shift our focus production, more specifically, “how does this inkjet canvas work with your operational flow?” Production can and should be shaped around a high-quality, archival inkjet canvas, rather than finding a inkjet canvas that works with your current production flow. I say this because many printmakers are forced to make this decision when they encounter a problem with a inkjet canvas or supplier. “Do I select a new inkjet canvas that works well with my current system and flow or do I select the best inkjet canvas I can find and adjust my production flow around it?” Though the latter may be more difficult in the beginning, this decision will no doubt pay off in the long term. Nevertheless, there are some inkjet canvas characteristics that are more suitable for every printmaker’s production flow and should be sought after. Consistency – Roll to roll consistency is a vitally important issue for every printmaker, especially for high production environments. A lack of consistency can cost your business a lot of time and money in defective prints and material waste. It can even cost you customers.

Any inkjet canvas manufacturer can tell you that inkjet canvas manufacturing is by far the most difficult inkjet product to consistently produce. No inkjet canvas is perfect, and at some point in time every printmaker will receive faulty inkjet canvas that they must return. For the most part, some inkjet canvases tend to be more consistent than others and these are the ones you need to find. If you choose a inkjet canvas that is very consistent your business and customers will enjoy smooth production without hassles. This is where the actual make-up of a inkjet canvas becomes relevant.

The two most common fine art inkjet canvas options are 100% cotton inkjet canvases and poly/cotton blend inkjet canvases. 100% cotton inkjet canvases used to be the first choice amongst the majority of fine art printmakers because of its perceived higher quality and natural look and feel. These days, after years of manufacturing inconsistencies, 100% cotton inkjet canvas is avoided by the majority of the market and hardly any manufacturers produce them anymore. The inconsistencies include shrinking (when coated or when subject to a high humidity environment), expanding (long after being stretched and framed, causing the print to sag and appear off balance on one side), and the presence of visible, black cotton seeds. These black cotton seeds end up in the middle of prints and can make them look dirty or defective. They also have a tendency to fall off, leaving white voids in your print. Collectively, it is for all these reasons that 100% cotton inkjet canvases are not widely used by fine art printmakers any longer.

Instead, consistent and high quality polyester-cotton blend inkjet canvases (or “polycotton inkjet canvases”) have become by far the most widely used inkjet canvas base in the fine art industry. Poly/cotton inkjet canvases are of not inferior in print or longevity quality, but do lack the natural look or feel of the 100% cotton inkjet canvases. However, polycotton inkjet canvases are typically free of cotton seeds and do not shrink or sag after long periods of time. Ultimately, the crucial importance of roll-to-roll consistency has fueled the demand for polycotton inkjet canvases over the years. Until consistent 100% cotton inkjet canvases are introduced, these poly/cottons will continue to drive the market.

It is important to understand that roll-to-roll consistency of polycotton inkjet canvases also vary from manufacturer to manufacturer. Roll-to-roll consistency really comes down to a given manufacturer’s quality control. Larger companies always have better quality control because of how costly this process is. There are always defects in inkjet canvas productions and the primary role of quality control is to isolate the defects so that they do not reach the marketplace. Some manufacturers do this better than others. As a general rule, it is better to stick with a larger manufacturer, provided of course that they have the best product with regard to aesthetic appeal and longevity.

Stretch-Ability – As stated earlier, a finished, coated inkjet canvas print that cracks or tears when stretching over frames significantly loses value and also appears cheap in the eyes of consumers. To avoid this, printmakers can test a inkjet canvas by coating piece of it, allowing it 24 hours to dry, folding it backwards, completely in half, and then firmly pressing the fold to make a crease. If the inkjet canvas does not ***** in the creased area, it will most likely not ***** or tear when stretched. Nonetheless, the only way to be sure is by sending a print to your framer (unless you frame yourself) who can provide reliable feedback.

Cost – This is the final determinant of a printmakers’ market competitiveness. Specifically, what level of quality does he/she deliver relative to the asking price. In order to be the most competitive, a printmaker must use the highest quality product available at the lowest price, but not if price compromises quality. In this industry, price does not always determine quality. This is because the distribution methods of manufacturers are the primary determinant of the end user price. Most manufacturers use regional distributors who in turn mark up the cost of the product and sell it to end users. This is the traditional distribution method of this industry. Contrastingly, a few select worldwide manufacturers sell direct to the market, eliminate the regional distributor, and are therefore able to offer fiercely competitive pricing directly to the end-users. By researching manufacturers and their pricing structures, printmakers can gain a good understanding of what each has to offer. The goal is to maximize quality and minimize cost.

It is also important to consider buying inkjet canvas or other substrates in bulk. Many manufacturers and distributors will offer volume discounts on inkjet canvas. Therefore, businesses can drastically lower their overhead, simply by buying in bulk and stocking their best selling products. Buying in bulk will also lower overall shipping costs by ordering once every 3 months for example as opposed to once per week. Bulk-buying will also ensure that you have sufficient inventory to promptly begin and deliver urgent print jobs.

Brand Association

As if it hasn’t already been stressed enough, printmakers need to know as much as possible about the manufacturer before they start printing on their inkjet canvas. First, printmakers need to distinguish between a true manufacturer and a private-labeler.

Private-labelers are companies who conceal the original manufacturer by applying their own names to a product. Due to the exponential growth of this industry there is an overwhelming abundance of private-labelers. Every single regional inkjet supplier who brands their own inkjet canvas is private labeling. If they tell you otherwise, they are not being honest with you. It costs millions upon millions of dollars, not to mention rare expertise, to produce and support even one high quality fine art inkjet canvas, which is why very few manufacturers really exist.

Many re-branded inkjet canvases on the market over the past few years have been produced at a very low cost from unreliable inkjet canvas mills in countries where labor costs are low (i.e. China). The problem with these manufacturers is that they lack the financial wherewithal to support a fine art inkjet canvas and will turn their back on the first sign of a problem. They have no brand, they are not interested in building a brand and they have nothing to lose. A manufacturer without extreme care of a brand in the delicate fine art industry is a very bad sign and should be avoided at all costs.

The less-informed, poor inkjet canvas choices made by regional inkjet suppliers and their printmaking customers have plagued the local markets at times. A recent issue involved a particular inkjet canvas that was being marketed and sold within Australia as a “fine art inkjet canvas of the highest quality”. To the dismay of its users, this inkjet canvas began to turn yellow on the walls of its buyers only eight months after it was printed and even coated. This resulted in massive returns, lawsuits, bankruptcies, and ruined the credibility of many of the businesses involved. Normally a bad inkjet canvas choice will simply result in a loss of competitive positioning, but the point of this example is to stress how bad it can get.

The only way to be certain is to choose a inkjet canvas that comes from a widely recognized worldwide brand with a public reputation. You can confirm this by visiting the manufacturer’s web site and reading about their company. Read about their products, their values, and their mission. Read their press releases and see if and how long they have been covered by the media. If posted, read their customer testimonials and do further research on the reputation and history of these customers. Then, contact the company directly and speak to a representative who should be interested in starting a relationship with you. Make a small purchase of a sample kit or anything else that will allow you to evaluate how the Company delivers. Take note of the marketing materials they provide, the look of their packaging, etc. Gather some influential industry publications and look at the company’s advertisements. There are far less than ten worldwide inkjet canvas manufacturers and through this research they will be easily distinguishable.

Reputable printmakers simply do not even waste their time even trying inkjet canvases that do not come from long-standing worldwide brands who have been in the industry for years. By conducting some research one can conclude that the more reputable the printmaker, the more likely it is that they strictly use long-standing worldwide brands. Chances are, they have learned “the hard way” at some point in time.

Conclusion

In this rapidly expanding industry, printmakers lose or capture business daily as a direct result of customers demanding individual inkjet canvas attributes. The higher volume the customer is, the more sophisticated and knowledgeable they will be, and the more significance each inkjet canvas attribute will have to them. Higher volume customers learn faster and earlier than the rest of the market, but eventually, the rest of the market catches up. Therefore, the only long-term strategy is to master knowledge of these attributes and offer the best inkjet canvas that the industry has to offer. The best inkjet canvas, in and of itself, will always be a subjective analysis but by prioritizing these attributes one can interject a certain level of objectivity into it that customers will understand and trust.

Teddy Blah of MFA Talon Graphics of El Segundo, who uses Epson 9800, Epson 7800, and says “MFA Talon Graphics has been a one of the largest worldwide fine art printmakers for nearly 20 years now, and to uphold our leading reputation, our substrate decision making process from inkjet canvases to papers is extremely intricate and involves many people. The ultimate decision comes from an accumulation of years and years of learning experiences, coupled with constant tests and evaluations of new products, to discover what will continue our reputation and propel MFA Talon Graphics to increasing levels of quality. We know where to find the best materials, we know how to test and evaluate them, and we only use what is logically determined by us to be the absolute best that we can offer our customers. It is a never ending process and by treating it this way we improve our quality every single day.”

Finding the best inkjet canvas for your business will result from an accumulation of inkjet canvas knowledge as brought forth by this article along with your continual research and pursuit of maximum quality. We hope that printmakers all over the world save this article and use the information presented within it, to better their businesses and to better the fine art printmaking industry as a whole.

ABOUT BREATHING COLOR, INC.

Breathing Color™, Inc. is a leading designer and supplier of award-winning digital inkjet media and post-print protective canvas varnish. Breathing Color is focused on the fine art and photographic markets with products for Epson® Printers that lead the industry in color and longevity. Breathing Color’s customers benefit from the highest quality at competitive prices by buying direct.

Jayesh Bagde asked:


Sodium Lauryl Sulfate (SLS) and SLES or Sodium Laureth Sulfate were proven to cause irritations on hair and skin. Prolonged use may mean more susceptibility to adverse effects. Yet, no studies ever prove that they are carcinogenic. Johnson’s Baby shampoo is one trusted brand that makes use of SLES and their shampoo has milder, safer version.

Recently, a lot of health conscious consumers, particularly parents have become so concerned with ingredients in shampoos that may possibly harm their little ones. One of the ingredients that has been the subject of distress of many is known as the Sodium Lauryl Sulfate. Is the chemical really hazardous? Or is it just having its own share of erroneous information?

Sodium Lauryl Sulfate indeed is a chemical component commonly mixed in many of the personal care products such as shampoos, bath soaps, shower baths, and gels. The SLS is also a typical ingredient of household cleaning agents like dish washing liquids and detergent soaps. Its variation and sister chemical, SLES or Sodium Laureth Sulfate generally is applied in many skin and health care essentials such as baby shampoos.

The Cosmetic Ingredient Review (CIR) assessed the Sodium Lauryl Sulfate. CIR is a group specialized in comprehensive, impartial evaluation and analysis of safety of the components and ingredients of commercial products. The organization formed a team consisting of seven experts to complete the SLS reviews. The team has experts in various fields including toxicology, pharmacology, dermatology, and chemistry. The CIR discovered SLS to be safe, although it will have to perform more assessments and tests for absolute resolution on the chemical’s safety.

According to the team’s review, Sodium Laureth Sulfate as well as SLS can virtually take away natural oil and dirt from human skin and hair. This is mainly because these two ingredients deliver high emulsification activities. These ingredients proved to be the source of skin and eye irritations. It was found out that those irritations were the same as those given off by other cosmetic detergents. Moreover, the gravity of the irritations seems to intensify with the ingredient dilution. These chemicals however, have not induced harmful reactions in any other toxicological experimentation.

Centered on the experts’ information, the Sodium Laureth Sulfate certainly is not safe for use in products if it totals greater than 2%. However, many cosmetic and household products today have 10 to 20% of SLS. These ingredients offer fewer possible dangers when products are used for shorter episodes and are washed meticulously from the skin’s surface. Yet, if babies use the products everyday, they are more prone to mounting the effect of these ingredients.

The American College of Toxicology almost has the same results as CIR. Allergies and irritations magnify with concentration of SLS. It was known that the probability of irritations is higher when the chemicals reside in the human skin for extended periods. The testing shows that there was extreme transformation of the mice’s epidermis to which SLS was put. However, the study does not prove that Sodium Lauryl Sulfate can cause cancer.

Johnson’s baby shampoo has been one of the most favorite and trusted brands for babies throughout the decades. Its no more tears formulation is so gentle that it does not irritate the baby’s eyes. However, Johnson’s baby shampoos along with many of its consumer products contain Sodium Laureth Sulfate. The company makes use of the ingredient because the US Food and Drug Administration approved the application of it in products. Sodium Laureth Sulfate actually is made from coconut oil, which goes through the ethoxylation process. Ingredients then are added to make the shampoos soluble by water. It’s so gentle and non-irritant that many ophthalmologists even recommend Johnson’s baby shampoo to be adopted as eyelid scrubs or cleansers by patients having eye infections.

anand asked:


Meaning of CSR: – Social responsibility is fundamentally a philosophy or a vision about the relationship of business and society. It is treated as an investment and not a cost. It is a process of continuous improvement, not a fad, which begins small & grows and expands overtime. It is inextricably linked to profitability, as there can be no social responsibility without profits.

Importance of CSR: – This is a time of more Turbulence for a business & accelerating change. The challenges faced by today’s business include the following.

Globalization of markets, consumer preferences, financial flows. Globalization is having momentous effects on the economies of all countries and on corporation in most sectors. Increasing intensity of competition: - The Global completion today has created more challenges and instability Technology: – Rapid technological changes are transferring the markets, enabling greater customization of production, & contributing to high labor displacement. Shift from Industrial Economy to a knowledge & information based economy. Human capital has become more important resource. Environmental challenges caused by pollution & resources depletion, Business are called upon to play an important role in meeting these challenges. Life style changes, expectation on the part of employees, customers and communication as a whole changing

Hence as the world business environment changes, so do the requirements for success & complititiveness. Because of the forces at work, building deeper and more strategic relationship with customers, supplies, employees, communities and other stakeholders can become central to competitiveness & survival. Building these relationships can form the foundation of new, progressive & people centered corporate strategy. This brings us to the increased importance of CSR.

Now having understood the meaning & importance of CSR let us understand the responsibility of corporations towards its stakeholders. Hence CSR is all about how to manage these responsibilities.

 

Stakeholders

 

     Internal                                                                                                      External

 

- Shareholders                                                                                               – Consumers

- Employees                                                                                                   – Suppliers

- Management                                                                                                - Creditors

                                                                                                                       - Competitors

                                                                                                                       – Environment

INTERNAL STAKEHOLDERS:

 

(i) Shareholders: – Share holders are the members of the company who help to achieve the company’s goals by investing in the business. They are entitled to the share in the profits of the company. This share of the profits is given to the shareholders in return for their investments in the form of shares. Hence the organization must honor the trust of the shareholders, therefore the responsibilities of the organization towards shareholders are:-

Managing company effectively in order to secure fair & competitive return on the owners’ investment. Disclosing relevant information to shareholders. Conserving, Protecting & increasing the shareholders asset. Respecting the shareholders requests, suggestion, complaints & formal resolution.

 

Also, shareholders, also have certain obligation towards the organization which include.

 

Maintaining good relationship with management. Exercising their voting rights.

 

(ii) Employees: – The relationship between employee and organization is considered to be important by society, because employees contribute their efforts and time towards the development of organization, which in turn improver society. In return of their work employees’ not only expect wages, but also security. Most Japanese firms provide security to their employees by offering lifetime employment.

Both business & employees have certain responsibilities towards each other. To foster a sense of belonging among all employees, organization should maintain a healthy work environment, where the employees & employee fulfill their responsibilities.

Some specific responsibilities of organization toward their employees are

To provide adequate compensation To provide working conditions, that respect each employee’s health & dignity. Open & honest communication with employees. Listen & act to employees’ requests, suggestion, ideas & complaints wherever possible. Generate equal treatment & opportunity regardless of gender, age, race & religion. Encourage & assist employees in developing skills & knowledge that are required for accomplishing the task.

(ii) Management: – Any decision taken by the management has an impact on the stakeholders. On the one hand, management’s stakes are like that of employees, with some explicit & implicit employment contract. But, on the other hand, management are entrusted with the duty of safeguarding the welfare of the corporation. In short, the role of the management involves in balancing the multiple claims of different stakeholders.

 

EXTERNAL STAKEHOLDERS:

(i) Consumers: – Consumers / customers exchange resources for the products of the firm and in return receive the benefits of the products. Customers help in survival of the company. By paying attention to the customers needs, management automatically addresses the needs of suppliers & owners.

            The responsibilities of corporations towards their consumers are supplying right quality, right quantity product / service at right time, at right place and at right price.

Few responsibilities of organizations towards the consumers are

Producing goods / service according the needs. Improving standard of living by producing goods & services of high quality. Treating customers fairly in all aspect of business transactions. Customers’ satisfaction in essential for the success of a corporation. Customers increase sales of a product by spreading positive “word of mouth” about the company product or brand.

(ii) Suppliers: - Often, suppliers are not included in the list of a firm’s stakeholders. But suppliers play a pivotal role in the success of any business since raw material they supply will determine the final products quality & price.

In this era of global competition, ability to control costs rather than the ability to increase sales in the key to profitability. Good relationship with suppliers can reduce costs.

In many instances, major companies have refused to use certain suppliers because of unethical act. Levi Strauss, the famous clothing firm refused to use suppliers from china because of allegations covering the use of forced child labor by Chinese suppliers.

A company’s relationship with suppliers and subcontractors must be based on mutual respect. When dealing with suppliers, organization must.

Seek fairness & truthfulness in all activities, including pricing & licensing. Ensure that business & activities are free from coercion & unnecessary litigation. Foster long-term stability in the suppliers’ relationship in return for value, quality, competition & reliability. Share information with suppliers & integrate them in the planning processes. Pay suppliers on time & in accordance with agreed terms & trade. Seek, encourage & prefer suppliers & subcontractors whosr employment practices respect human dignity.

(iii) Creditors: - Creditors play an important role in organization. Usually organization buy goods on credit from suppliers, organization often delay in repaying credit to the creditors. The late payment of creditors has become a common problem all over the world. In Aug 1992, trade indemnity conducted a quarterly survey of 700 UK firms. The survey revealed that large firms with a turnover of 50 million pounds were paid on an average, 15 days late, while small business firms with a turnover under 25 million pounds were paid, on an average, 29 days late. It is the responsibility of the organization to make timely payment for goods that have already been delivered.

(iv) Competitors: – Business Corporations are equally obliged to other business firms as they are towards stakeholders. In this era of competition the firms compete with each other to grab a major share on all possible fronts. In this connection, the competitive practices adopted by firms can sometimes be questionable.

Therefore the responsibilities of the organization towards the competition are

Refrain from either seeking or participating in questionable payments or favors to secure competitive advantage. Respect both tangible & intellectual property right. Refuse to acquire commercial information by dishonest & unethical means.

(iv) Community: - The community gives the business the right to build or rent facilities, benefit from the tax revenues raised in the form of local services; infrastructure etc. In return for these services, the firm should act in a responsible way. The firm can’t expose the community to unreasonable hazards in the form of pollution and toxic waste.  A firm’s responsibility towards the society includes.

Respecting human rights. Supporting public policies and practices that promote human development through harmonious relation between businesses. Collaborating with such activities that aim at improving the standard of health, education, workplace safety and economic well being. Promoting and stimulating sustainable development and playing a leading role in preserving and enhancing the physical environment and conserving the earth’s resources. Encouraging charitable donations, educational and cultural contribution and employee participation in community & civic affairs.

Role of Business in society:

Critics of the role of business in society argue that,

Corporation care little for the welfare of the workers, and given the opportunity will move production to sweatshops in less regulated countries. Unchecked, companies will squander scarce resources. Companies don’t pay the full cost of their impact. For example, cost of cleaning pollution often fall on society in general. As a result profits of the corporations are enhanced at the expense of social or ecological welfare. Regulations in the best way to ensure that companies remain socially responsible.

Present day businesses are expected to shoulder much more social responsibility. The effectiveness of the organization now a day depends on its ability to develop itself into a social organization. Corporate responsibility is considered the building block for any organization. As a result, organizations are evolved overtime to perform no of tasks in society. These are

(i) Financial tasks: – Corporations are required to assure shareholders that they are acting in their interest. Thus the organizations need to be transparent in their financial matters, so that investors can invest with confidence.

(ii) Economic & Production tasks: – The tasks related to the creation & maintenance of wealth are referred to as economic & production tasks. All businesses that make up commercial world are associated with economic & production tasks. Companies in trying to maximize returns for shareholders may monopolize markets by buyouts, mergers, & unfair practices like market manipulations. Economically responsible corporations will always refrain from monopolizing the market.

 (iii) Maintenance tasks: – The examples of such activities are educational, religious & health welfare services. These are helpful in transmitting information to society, communicating knowledge & shaping the culture of the society. For example Microsoft Corporation announces donation of more than $1.7 million to software to ten national non profit organizations.

(iv) Adaptive tasks: – It means how organization adopts to the changes in the society. Organizations create products that are useful for society and these products are designed in accordance with changes in consumer preferences.

(v) Management tasks: – Corporations are expected to support and promote human rights, not to suppress basic freedom of speech, association etc. In some countries, businesses encounter problems because of the violation of human right. Since the primary responsibility of any organization is to operate efficiently, respecting the interest of the stakeholders. Companies can achieve this by upholding local laws in which they operate & must frame policies that are towards corporate social responsibility and should be available to all the stakeholders.

(vi) Environmental tasks: – Environmental tasks are necessary to curb certain unethical practices. Most companies have none established regulations to limit pollution by their factories. These all essential to prove a company’s commitment to CSR. Most of the industry associations have also established environmental codes of conduct. Companies have to develop detailed guidelines, policies to govern their activities and behaviors. These standards have to become part of the company’s everyday practice.

The Social Challenge:

            A business is viewed as a profitable process of production, distribution & sale of goods & services. The idea of business having certain responsibilities beyond profit making gained importance in 19th century.

            Private sector organizations can’t perform effectively in all the corporate responsibility activities like social tasks, economic tasks that include creation of job etc. Not all the organizations can perform effectively in fulfilling their tasks to the community. There are shortages in certain areas & limitations on application elsewhere, but their scope can be expanded by mutually beneficial partnership between companies & non profit organization for improving the community. In fulfilling these social responsibilities companies must select projects carefully & then ensure that sustained involvement & quality management backs them.

            Clutterbuck has proposed a systematic approach for managing such activities as follows.

            A company should first audit its resources and capacity so that it can add real value to its activities. It means,

Set practical, clear & achievable goals. Identify primary aim of the program Clearly identify what not to support. Have fixed budget for specific program. Appoint specialist and other staff for organizing and delivering the support. Install system for report evaluation, feedback & change. Processed information obtained from these activities have to be updated on a regular basis.

Besides taking up specific projects for fulfilling their social responsibilities, the corporate sector is also expected to create wealth & jobs. Different stakeholders of the company have different expectations of the company.

Table shows the expectation of the major stakeholders of a company.

Stake holders

Expectations

Primary

Secondary

Owners

Financial returns

Added value

Employees

Pay

Work satisfaction

Customers

Supply of goods & services

Quality

Creditors

Credit worthiness

Security

Suppliers

Payment

Long-term relationship

Community

Safety & Security

Contribution to community

Government

Compliance

Improved competitiveness

 

Fulfilling these expectations is a challenge for the organization. In Britain the success of the organization is based on how well it is accepted by the local community. Sometimes aim of the industry and community doesn’t match. This can result in hostility from the local community. To avoid hostility and to gain the support of the local groups companies can undertake activities that promote the welfare of the local community. The body shop owned by Anita Roddick won the goodwill of customers around the world by convincing them that the products were natural & that no animals have been used for testing their products.

Enterprises also have to face political pressure. Today there are many consumers groups that all building awareness among the general public about the responsibilities of corporation.

Standards & Values:

            Business operating with social responsibility should have standard rules & regulations for efficient functioning. There are various examples where organization have undergone ethical dilemmas for e.g. When CFC was introduced for the usage in refrigeration, it had no knowledge of the long-term environmental impact.

            Another example is in recent days the coca-cola has been criticised for having pesticides in the bottles, & also it was criticized for on other two major courts, the use of environmentally harmful hydroflurocarbons (HFCS) in Coca-Cola refrigerator & the one of environmentally harm caused by discarded coke bottles. In response to these, Coca-Cola announced it was committed to phasing out HFC refrigerators by 2004. These examples illustrator that, organization may not always be aware of the consequences of using a particular component in manufacturing a product. As implications and consequences of this decision become more evident manager are faced with challenge of ethical dilemmas. By establishing clear value systems organization can internalize responsibility.

To avoid ethical dilemmas manager can follow the approaches and mentioned:

Set a clear example Publish code of ethics Use reward and punishment mechanism Include thick in all activities. Reinforce policies through training & development Establish openness & transparency into decision making process

To become a sum full with this, organizations have to liberalize behavior and at the same time ensure that employees behave responsibility

Through leadership at all levels, sustain a culture where ethical conduct is recognized valued and exemplified by all employees.

Example:

GE code of conduct  

Obey the applicable law and regulations governing our business conduct worldwide. Be honest, fair and trustworthy in all yours GE activities and relationships. Avoid all conflicts of interest between work and personal affairs. Foster an atmosphere in which fair employment practices extend to every member of the diverse GE community Strive to create a safe work place and to protect the environment.

The Accountable business: The later 1990s have seen a massive growth of interest in corporate responsibility both among major corporations and across society. Concern about the social and ethical implications of organizations perceived as performing unusually well or badly.

Corporate performance on social and ethical, as well as financial, accounts can’t be hidden at least the large corporations. Demands for transparency, accountability & public reporting are steady increasing.  As royal Dutch/ Shell have recognized, business has moved from a “trust me” world to “tell me” and increasingly “show me” world.

For the poor performers, especially the big ones, there is no place to hide, hence accountability looks at how business develop a corporate strategy that responds to stakeholders expectation, while ensuring long term profitability.

A process model for managing corporate responsibility and accountability

Identity company values & aspirations : This involves understanding what the company’s foundation values and missions are, understanding how the vision differs from the current reality, and making top level commitment and leadership visible throughout  the organizations Identifying shareholders & issues on which to focus : There are clearly far too many stakeholders and far too many issues to handle in detail. Hence it is necessary to identify the key stakeholders & the most important issues so that attention can be focused on these. This selection process be clearly identified & it should be documented for selecting a particular issue. Select indicator & targets: This means select what to measure. Clearly it is also important to select targets so that performance can be measured & improved with time. Data collections & analysis: For the purpose of an external report, it is helpful to balance quantitative data and stakeholder’s testimony. Existing information can be combined into a suitable audit framework & methods from other fields, such as environmental assessment, can be used to gather information on social issues. Disclosure, performance appraisal & reporting: If a report is to make impact, it is important to be prepared to address controversial topics and to discuss the “undiscussable” – It is possible to take outside stakeholder by surprise by the honesty & openness of the published report. Verification & review : External verification adds considerable value to a request & ultimately might be combined with a verification of financial environmental report. It provides and opportunity for comparison with external good practice and helps to give assurance to stakeholders that consultation procedures & other process are reliable. In addition to enhancing external credibility it allows recommendation on strength and weakness and areas for management action to be identified and appropriate changes put in place so that performance can be improved next time around.

 

Examples:

CSR initiative at INTEL

Overview: – Intel, challenge the status quo in everything they do. Over the past years Intel has worked to be more clear about what corporate responsibility means to them, By being clear about their priorities and the way they communicate them.

2005 highlights

Towards Education

Trained more than 800,000 teachers as part of INTEL teach to the future development program – for a total of more than 3 million trained worldwide since 2000. Strengthened professional developments with several new Intel teach to the future program offerings. Reached 1, 35,000 learners through Intel learn program.  Intel’s after school program in government funded community technology centers. Opened the 100th Intel computer clubhouse in Washington DC Celebrated achievement of more than 1,400 young scientists from record 45 countries the ninth annual Intel International Science engineering fair.

Towards Environment:

Began to publish quarterly environmental health & safety (EHS) performance indicator Announced that, energy efficiency will be key focus in product development. For Ex. The INTEL core Due processor is 35% more energy efficient that Pentium M Processor Worked with industry peers to reduce energy consumption of note book LCD screens by approx 40%. Reduced energy consumptions by 15% per production unit from 2004. Further reduced hazardous materials such as lead in products, and recycled 57% of chemical waste & 75% of solid waste.

Towards Community:

          Set new records for employee volunteerism and coordinated more than 35 projects involving thousands of Intel employees to support global earth day at INTEL sites around the world.

Launched the Digital transformation initiative for the Middle East.  A comprehensive multi years  program expanding economic education & technology related support throughout  the region Piloted the community PC & farmer PC, which are designed to meet the specific needs of rural remote & agrarian based communities in developing geographies. Provides digital health care technology to village resource centers and mobile clinics  in India & china Provided substantial financial,  employee & technology support for disaster  relief

Intel comments:

             As a part of our effort to be leader in corporate responsibilities, we believe in providing our stakeholders with accurate and thorough information regarding our performance on key social & environment issues. We are proud of the work we do in support of the environment, education & our communities. Our goal is to be an open & transparent company.

ITC’s  E-Choupal Initiative:

             ITC has come-up with a path breaking e-choupal intervention to provide information power to millions of farmer & rural folks in their vernacular languages. Information on weather forecasts, expert knowledge on best farming practices, agricultural input etc, are provided to the farmers. ITC’s e-choupal initiative has recently won the first world business award instituted by the international chamber of commerce at  UNDP & HRH prince of Wales international business leaders forum.

           ITC has also invested in rain water harvesting to bring the much required irrigation to the parched dry lands.

           ITC has been empowering rural women & helping them to evolve as entrepreneurs.

           ITC has also invested money for improving condition of village schools & make them more interesting for rural kids.

       Hence, ITC has been able to create a major impact in terms of its image among rural folks, which is slowly building the faith of rural consumers in its products & services.

 Conclusion:

           As the world business environment is changing, the requirement for staying & succeeding in business is also changing. As a result large corporations are emphasizing the maintenance of strategic relationship with different section of the society. Hence the corporate social responsibility embraces multiple stakeholders. In today’s world corporations can’t isolate themselves from society in which they are operating, rather they are linked to the social, ecological & human fabric & therefore they are responsible in varying degree to all stakeholders. Companies with good social & environmental records perform better in the long run than those that don’t behave responsibility.

            The article discussed about the various tasks of the organization. The social challenges of the organization have been discussed also the stanadard & values that an organization have to follow have been discussed.

            Finally it is discussed about how to measure the social responsibility. What are the different steps which can be used to measure performance.Lastly the paper discussed the 2 success stories.

Vicki L. Olton asked:


The Development and Structure of a Marketing Plan: Towards the Development of Marketing Strategies

1. The Situation Analysis

In the planning process there are steps that must be taken prior to the development of the marketing strategies; the first one is conducting a situation analysis. A situation analysis is “the overall process of collecting and interpreting internal, competitive and environmental information.” It presents a summary of these environments and summarizes the company’s current marketing objectives and performance in the market. Through the situation analysis business is provided with a systematic way of viewing marketing activities by analysing the customer, strengths, weaknesses, opportunities and threats (SWOT) in relation to the competition. The situation analysis according to Gartrell includes internal, external and customer analyses, also known as the product, position, and prospect analyses.

The product analysis includes a review of the current objectives, strategies, and company performance. Product capabilities are examined as well as the limitations of the tourist product. The whole destination and its facilities are examined to determine what is there to be offered to the potential traveller. This analysis eliminates poor performance since through this the marketing goals and objectives are reassessed in order to determine their effectiveness.

Second is the position analysis, which addresses issues such as how the destination is “perceived” by the market, an analysis of the strength and weakness and how these can be compared to the threats and opportunities in the external environment, as well as the previous success of the destination shown in statistical reports. Also, the position of the destination in relation to the marketplace, the competitors’ products, services and their position in the market are examined. Position is important, since marketing strategies are developed based on the kind of image that the company expects to maintain in the eyes of the customer.

Next is the prospect analysis also known as the customer analysis, which involves the selection of the best target markets, likely to increase the usage of the destination’s products and services. In this analysis factors like potential demand in certain markets, the criteria for selecting the competition, emerging markets, and what political, social and economical factor may influence the markets are examined.

It must be noted that one of the major steps for conducting the situation analysis is the collection of research. Research is pertinent because it is the tool that allows the organisation to become aware of the customer needs, wants and preferences. Marketing research “monitors and evaluates marketing actions and performance, and communicates the findings and implications to management”. Its importance is even more highlighted since it allows for the collection of the necessary data and information to conduct a thorough prospect analysis. In an effort to thoroughly collect accurate and up-to-date data and information from the external environment, an organisation should also have strong marketing intelligence. Marketing intelligence includes “everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans and short-run tactics.”

Besides, the product, position and prospect analyses, Gartrell speaks of a fourth, known as the promotional analysis, which examines the image of the destination in comparison to the competition and the allocation of resources of the two destinations. The bureau’s marketing budget, sales material and marketing programs are also compared to that of the competition.

On completion of the situation analysis, this information is fed into the SWOT analysis, which provides a framework for viewing the company’s actual strategic position and developing appropriate marketing strategies. When performed correctly, “it can be especially useful in uncovering strategic advantages that can be leveraged in the firm’s marketing strategy”.

2. Program Planning: Development of Marketing Objectives and Strategies

After analysing the information presented in the situation analysis, the next step is to develop effective marketing strategies and in order to do so, marketing objectives must be developed first. This step is a very vital part of marketing planning because without set objectives the marketer is unable to “measure their success in fulfilling the marketing strategy”.

Marketing objectives according to Malcolm H.B McDonald are generally concerned with the 4P’s. Therefore, marketing objectives should be set for each one of these variables of the 4P’s and then the most effective strategies or means of achieving the marketing objectives should be developed for each variable of the marketing mix.

The first variable, “product”, focuses on developing the right product and satisfying the needs of the target market. A product is “anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, places, organisations, and ideas.” In the tourism industry, the product is “intangible, variable, inseparable and perishable”. The product is more of an experience put together in a package.

The “place” element on the other hand, refers to the channel distribution. It is imperative that a product be available to the customer and in order to do so there must be a channel of distribution that will bring the customer to the product as opposed to taking the product to the customer. This channel usually consists of “travel agents; tour wholesalers; specialists; hotel representatives; national, state and local tourist agencies; the global distribution systems; the internet; and concierges”. They must be very knowledgeable about the destination because they represent the main source of information for the tourists.

In order for a traveller to know of product offerings of a destination and make the decision to travel to that destination, continuous communication with present and potential travellers is necessary. On developing effective communication strategies, the target audience must be understood and the most important communication channels for this audience must be known. Secondly, communication objectives must be developed. The response sought from the target market must be identified through objectives.

It is believed that since the tourist product is intangible and cannot be tested beforehand, promotion “acts as the product as far as the potential tourist or leisure consumer is concerned” since through this, the customer receives a mental image of the destination, as its experiences are promoted. Images are portrayed through advertising and promotion as the only means of pushing the potential tourist to make a purchase decision. Therefore in tourism marketing heavy interest is placed on the promotional efforts of the bureau.

Ferrell & Hartline make reference to the classic AIDA (Attention, Interest, Desire, Action) model, which sets the basis for the development of the communication or promotional objectives. The model holds that the first goal of the communication campaign is to attract the attention of the target audience. Interest in the product must then be built through telling the customer about the components of the product. If the product matches the needs of the customer, desire for the product is stimulated, which pushes the customer toward actually purchasing the package.

After setting the communication goals, the product must be shown to the target audience and the ways to do so are as follows:

1) Advertising – This refers to the use of information to “persuade consumers to take a desired action toward a particular product”. The main purpose of the advertising plan is to ultimately increase profits and sales for the company and also “to provide information that will change consumers’ mental and behavioral responses in a manner favored by the advertiser”. When setting advertising objectives, the overall marketing objectives must be used as a base.

2) Public Relations – This refers to “the process by which we create a positive image and customer preference through third party endorsements.” The major activities of public relations include, press relations, product publicity, corporate communications and counselling.

3) Sales Promotion – This concerns “short-term incentives to encourage the purchase or sales”

Other communication strategy options include travel, trade shows, presentations, non-print media advertising, familiarisation tours, event hosting, site inspections, cooperative advertising and direct sales. In sum, for each communication medium selected, measurable objectives and detailed strategies must be developed.

The final variable of the marketing mix is price. Price refers to that of the overall package that has been put together for the market and includes issues like car rentals, hotel rates, transportation rates and possibly air fare.

3. Implementation

After the marketing strategies have been developed the programmes must be coordinated in an effort to achieve the plan’s goals and meet its objectives. Timing is a vital factor of consideration during the implementation stage. It “affects the placement of advertising and the degree of impact the marketing effort will have on the targeted market”.

Evaluating Marketing Strategy Effectiveness

4. Evaluation

After careful planning and implementation of the marketing strategies, they must be evaluated in order to determine how successful they have been in achieving the expected or projected. The strategies must be thoroughly examined so that appropriate adjustments may be made. Should marketing strategies prove to be ineffective, the redevelopment of objectives and or new positioning strategies may be necessary.

During the evaluation process the firm “tracks results and monitors new developments in the environment”. Constant changes in the environment might also force the marketer to adjust the marketing strategies in order to better attract the traveller.

Gartrell states that in evaluating marketing strategies employed in a marketing plan, first results must be quantifiable. In addition, weekly, quarterly, or monthly results should be used as benchmarks for evaluating the plan’s effectiveness. Besides meeting the objectives of the plan, there are a set of measurement criteria that must be used in order to determine the effectiveness of the programs implemented. These include: “total number of visitors to area, average length of stay, room nights booked / used, total economic impact and the total room-nights”.

In addition, other measurements known as process variables like: “number of trade/travel shows attended, number of prospects/leads, quantity of brochures distributed, consumer reaction to brochures, number of familiarisation tours, number of participants at familiarisation tourism, number of ads placed, number of travel agents contacted, total number of visitor inquiries, number of direct mail programs, distribution of visitor inquiries, number of media kits mailed, number of editorial inches in publications and total number of direct mail pieces distributed.

Undoubtedly, in order to make marketing programs a success, large funds must be invested into the communication strategies plan. This is why Gartrell highlights that for bureaus, “return on the investment” is yet another variable for measuring the success of marketing programs. The best way then to measure effectiveness is to examine the end result of the marketing campaign by using indicators of success generated by a plan, like “visitor expenditures, economic impact assessment and tourism employment”.

Simon Kirby and Mark Richardson from the University of Central England mention that measuring effectiveness in marketing, calls for an analysis of the effectiveness “of each element of the marketing communication mix…”

The communication mix as mentioned, involves communication vehicles such as advertising, public relations and sales promotion activities. In order to evaluate advertising effectiveness, since Nylen believes that advertising leads to sales, tourist arrivals in this case, then the more advertising done the more “sales” there should be. Therefore, increased tourist arrivals can be used as a measurement of advertising effectiveness. Since print or broadcast media can also be part of the advertising plan, Nylen adds that although the impact of this kind of advertising might be difficult, it is still pertinent to set “expected performance levels that can serve as evaluation standards”.

It is also believed that the effectiveness of the promotional tools in the communication mix also varies with the stages of the “Tourism Area Life Cycle” (TALC). In other words, at certain stages of the TALC certain communication strategies will naturally be ineffective. With the TALC, it is believed that the tourist destination, “moves from evolution through involvement, development, consolidation before reaching stagnation”. In other words, during the introduction stage, advertising and sales promotion are extremely pertinent in creating an extremely high level of awareness. In the growth stage on the other hand, advertising and public relations are to remain considerably high, while slightly decreasing personal selling. Next is the mature stage, during which sales promotion is again of great importance as compared with advertising. In the last stage, known as the decline stage, sales promotions must be kept strong and “advertising is kept at a remind level”. Managers and marketers must therefore be aware of which stage they are at in the tourism product life cycle when developing communication strategies, in order to be more competitive and improve the sustainability of the industry.

Clearly, companies have control over the development of effective marketing strategies, but as mentioned, in other instances, the external environment literally weakens this control. The external environment of marketing consists of the microenvironment and the macro-environment. The microenvironment is that part of the external environment which directly influences the organisation. The macro environment on the other hand, “refers to the broad environment outside an organization’s industry and market. It is generally beyond the influence of the individual organization” as it contains technological, economical, environmental and political influences that “affect the level and patterns of demand” for prodcuts.

Lifestyle writer asked:


Mercury Free Mascara by Afterglow Cosmetics

Author: Nirvana Fashion Editor Mon Mar 17, 2008

Starting Jan 1st, 2008 the state wide law banning mercury in mascaras, eye liners and skin-lightening creams took effect in Minnesota.

This bold move to ban mercury in makeup makes the great state of Minnesota the first state in the nation to ban intentionally added mercury in cosmetics and sets a tougher standard than the federal government for regulating cosmetic ingredients. “Mercury does cause neurological damage to people even in tiny quantities,” said Sen. John Marty, the Democrat who sponsored the ban. “Every source of mercury adds to it. We wanted to make sure it wasn’t here.”

So your first questions are probably. . .

Why isn’t mercury already banned in cosmetics? Well, that’s a long story but the short version is that the US FDA has banned very, very, very few chemicals in cosmetics. Mercury is not one of them. In fact, Europe, Korea and Japan have banned many chemicals still common in cosmetics in the USA.

I don’t see mercury on my mascara ingredient label. Does that mean it’s mercury free? The actual ingredient name containing mercury is called Thimerosal . It is a mercury-containing organic compound used as a preservative and anti-fungal agent since the 1920s. Thimerosal has been banned around the world but NOT in the US (except for Minnesota).

What should I do now? Ladies, the bottom line in my opinion is actually not about the mercury, but rather, it’s about the lack of regulation in general in the USA for cosmetic ingredient safety. So what’s a girl to do? Most women are not going to become chemists in their spare time to keep up with international cosmetic ingredient regulations to understand if products are safe. Instead, I suggest that you look for companies that are focused on safety and transparency regarding the ingredients they use.

The long awaited, all natural mascara from Afterglow Cosmetics is here! Beautifully lush and all natural, Pure Soul Mascara is available in Onyx (black) and Mink (deep brown).

Why you’ll love Afterglow Pure Soul Mascara:

* It creates rich, luscious lashes that are soft and flexible.

* It’s volumizing, flake proof, smudge proof and clump-free.

* Its all natural formula is rich in soothing organic botanical antioxidants.

* It’s gentle enough for even the most sensitive eyes.

* It’s gluten-free, alcohol-free, paraben-free, synthetic dye-free, perfume-free, mercury-free, petrochemical-free, phthalate-free, mineral oil-free, tar-free.

Afterglow Cosmetics is committed to providing effective and safe cosmetics.

We are a Compact Signer for the Campaign for Safe Cosmetics and ranked as one of the safest cosmetic lines according to the EWG’s Cosmetic Database.

Suggested Retail Price: $21.00

Shop

http://www.afterglowcosmetics.com/eyes

The Ugly Truth About Commercial Cosmetics

chemicals in cosmeticsI believe most of us take for granted that the popular cosmetics, soaps, lotions and hair care products we buy in our local salons, drug and departments stores are safe. Why as consumers would we be able to buy and use a product on our skin, lips, eyes and hair every day if they were harmful? This wasn’t even a question I had ever asked myself because I was so confident in my products and the well known companies that produce them. I first began investigating cosmetics when I decided to start my own cosmetic company. When I first began investigating the ingredients in my makeup and shower products like soap and shampoo, I was shocked to discover that almost all of them contained not one or two but multiple hard to pronounce, synthetic, very dangerous chemicals.

Over 90% of all ingredients in commercially available cosmetics are of synthetic origin and directly linked to serious health risks like cancer, infertility, kidney and liver disease and severe skin issues. Environmental Working Group report called, “Skin Deep” found that almost 90 percent of the more than 10,000 ingredients used in personal care products have not been evaluated by government regulators. At the same time of the 20,000 different off-the-shelf cosmetic products that are for sales in the US, over 80% of the products surveyed contained one or more ingredients that have caused documented adverse reactions in humans and animals in the past.

The FDA has only banned or restricted only nine personal care product ingredients in its entire 67 year history (FDA 2000). On September 6, 1997 the Boston Globe reported that “The General Accounting Office, the investigative branch of Congress, has identified more than 125 cosmetic ingredients suspected of causing cancer- and others that may cause birth defects.”! Many of the harmful chemicals still used abundantly in cosmetics in the United States have been long banned

in the rest of the world’s countries. Unfortunately, the United States regulatory vacuum gives cosmetic companies incredible leeway to select, manufacture and sell products laden with questionable ingredients, leaving the consumer to ultimately suffer the consequences. Most of the large cosmetic and personal-care companies will tell you not to worry. They agree that there are many chemicals in their products, but say that the quantities are small and will not affect you. At first glance this seems reasonable. Unfortunately, this is a sugar coated public relations response and does not identify the true issue athand. Medical science has proven that humans exposed over time to very small quantities of harmful chemicals do indeed suffer the consequences.

Medical science has proven that even the thin patches we stick to our arms or stomach with very small amounts of pharmaceutical chemicals can very effectively deliver chemicals into the bloodstream, totally changing the body’s chemistry. Trans-dermal patches containing small traces of nicotine can effectively deliver chemicals directly into the bloodstream to alter tobacco cravings. The new contraceptive alternative to the “Pill” is a patch which contains very low levels of hormones and still has the ability to stop a woman from getting pregnant.

The real motivation behind the Cosmetic Industry’s disconcern is money and profit. Chemicals, dyes and fillers mentioned below are found in almost every cosmetic product because they can be manufactured incredibly inexpensively and have a very long shelf life. If they were to discontinue using these chemicals for more healthy alternatives they would be severely cutting their profit margins to give you chemical free beauty products. In this battle their profits supersede your health. As a consumer your only response should be to discontinue using their products.

Large corporations in the personal-care industry are only motivated to be interested in their profits because the United States Government and specifically the Food and Drug Administration (FDA) does not regulate or require any kind of federal, unbiased testing before a cosmetic or personal-care product hit the shelves. The FDA leaves it up to the cosmetics manufactures to test their own products. In essence, YOU the consumer are the Commercial Cosmetic Industry’s guinea pig. No wonder virtually none of them need to test on animals anymore! The consumer is now the guinea pig of choice!

Currently, the cosmetic companies in North America alone generate over $30 billion in sales each year. Advertising through celebrities, slick magazine and TV ads, they give hope for a brighter, younger complexion, more beautiful hair and sexier features. What they don’t mention is the long list of chemicals that go into that promise. Since the industry is not regulated, many cosmetic companies don’t even bother to list the ingredients on their products.

It is concerning then, in light of all the information we know about the chemicals in the products that we slather on our skin EVERY DAY, that we are not more informed and outraged about the implications of constantly introducing these chemicals into our bodies. Little is known about the long term effects of the petroleum chemicals and synthetic products that we rub into our skin on a daily basis in the form of cosmetics, lotions, shampoos, etc. At this point scientists and researchers know that these chemicals pose a threat to human health and fertility and have been found in our bodies and ****** milk. Chemicals found in cosmetics and personal-care products are linked to birth defects, hormone disruption and reduced fertility not to mention more pervasive cosmetic damage such as rashes, mild to severe acne and eczema. Many people use cosmetics and lotions to cure skin issues. Ironically, the products they are using and hoping for a cure are the very same products that are causing the problem!

Even after reading all of this I’m sure you are still thinking, “I doubt the products I use every day have the chemicals you are talking about.” I thought the same thing until I looked into the research of a few different sources like the Environmental Working Group. I had to resort to these research groups since most of my cosmetics don’t list the ingredients anywhere on the packaging. I soon found out that some of my (formerly) favorite cosmetic companies were rated among the worst for toxin levels in their cosmetics.

For more details about the specific chemicals of concern, please visit the Environmental Working Group’s website — click here. Please keep in mind, the EWG did not test every cosmetic company’s products for this study. If the products you currently use are not mentioned please investigate your cosmetic’s ingredient list.If you’re thinking you will simply start buying cosmetics that say “organic”, “natural”, “hypo-allergenic” or “herbal” to avoid these dangerous chemicals please beware. Products with these labels still often contain these dangerous chemicals, minerals and synthetics because there is no regulation or standard that companies who label their products are required to follow. Read the ingredients.

The typical adult uses nine cosmetics/ personal-care products a day with an average daily load of around 126 chemicals. Most of these chemicals (including the one’s mentioned above) are absorbed into your body through your skin. Others, found in lipstick and lip balm, you actually eat as they come off your lips when eating, drinking or wetting your lips.

Cosmetic companies use synthetics and fillers in their products to keep costs down and give themselves the greatest profit margin possible. They are spending pennies on the dollars you spend at your local drug or department store to buy their products. What you are paying for is an image of beauty perpetuated in advertisements. You are not usually paying for quality with most commercial cosmetic brands.

What can you do to save your skin and your body from exposure to a lifetime of harmless chemicals? Inform yourself, read labels, investigate products if they don’t list ingredients. There are natural alternatives that are better for you and your skin. Afterglow Cosmetics provides you with beautiful, 100% safe cosmetic alternatives. None of our cosmetics contain ANY harmful ingredients like the ones mentioned above.

Sources:

Health Risks in Today’s Cosmetics, Alliance Publishers, 1995

A Consumer’s Dictionary of Cosmetic Ingredients, Ruth Winter

Beauty to Die For, The Cosmetic Consequence by Judi Vance

Perfume Expose by Richard H. Conrad, Ph.D.

http://www.nirvanastyle.com/html/fashion_articles.php?id=283