Tar vs. Blood – Fools, PR and the shifting sands of corporate social responsibility

The trendy thing to do these days for trendy companies that sell trendy products is to show their trendy customers that these companies care about more than just their bottom line, they also care about how showing that they care can affect the same.

Take climate change. An issue that is all the rage (at least is was before the global economic downturn) among consumers who have been inundated with a large and wasteful awareness campaign about it. Yes, we’ve all learned about the perils of out-of-control consumption, have been directed to consume more, but to consume products that are allegedly less harmful to humanity. So how are multinational corporations serving humanity these days?

Take the Gap, Timberland and Levi’s.

These three companies are the latest to boycott the Alberta “tarsands” because of the CO2 emissions that come from the extraction process. Here’s CP’s writeup:

Another four major U.S. companies are joining the move to either avoid or completely boycott fuel produced from Alberta’s oilsands.

The Gap, Timberland and Levi Strauss have all told their transportation contractors that they will either give preference to those who avoid the oilsands or have asked them what they’re doing to eliminate those fuels.

The move adds to growing international economic pressure on the oilsands industry and the Alberta government to reduce its environmental impact.

Indeed, the Gap, Timberland and Levi Strauss are shifting away from the Alberta oilsands. But is it a focus on the elimination of oil? No, we can see that the order put out has been to only avoid oil from Alberta’s oilsands projects.

In a market system, when you pull one source you must supplant with another. And indeed, that’s what’s happened here. If these companies don’t get their oil from Alberta, the supply will be increased from other sources, namely countries that breed terror and radicalized citizens that wish to see people in Western countries suffer.

It is unclear whether the Gap, Timberland and Levis have told their stores in Riyadh Saudi Arabia to boycott Alberta’s oilsands oil, but this poses an important question: does the socially conscious Saudi shopper care enough about how those Albertan oil tycoons are murdering the Earth? And if so, when will we see a boycott?

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