Chapter 3 - Ethics & Social Responsibility

     As a company that has been in business for more than fifty years, Motorola is in the limelight when it comes to corporate social responsibility. Therefore, Motorola has taken steps to ensure that they fulfil the needs of society at large. According to their website, they believe that "responsible business is good business." It simply expresses that their intentions are to gain profits while making a positive impact on society.

Sustainability

Accessibility Options in New Motorola Phones 

As for consumers, they have initiated a program to protect the privacy of their mobile phone users in a time where we have witnessed many privacy breaches in the United States. Motorola tries to accomplish this by a new privacy policy which informs the customers about the collection of data and how it is being used afterwards. It allows them to be transparent as a company that handles private data of millions of consumers every day. Furthermore, their design engineers have made phones with special features that allows people with disabilities to use Motorola phones with ease.

  

          Additionally, Motorola has taken the initiative to reduce the amount of greenhouse gases and carbon dioxide that emits from their facilities. They claim to have focused on sourcing energy from clean renewable sources such as wind power. Their ultimate goal is to help tackle the climate change and global warming as it is a global concern. Add to that, they have created a program where they recycle electronic devices for free of charge. This is an impressive program, since they are only obligated to recycle products that they sell in Europe. This program includes approximately 60 countries, and it allows any mobile consumer to send their device (not only Motorola products). Some devices are refurbished for reuse and then sent to developing countries where they are sold at a low price. They believe that it helps to boost access to communications. These initiatives validate that Motorola is practicing sustainability as a company.

Engergy Use of Motorola 

       Finally, Motorola has raised its voice against the controversial conflict minerals. Conflict minerals are minerals mined in conditions of armed conflict and human rights abuses, mostly in the eastern provinces of the Democratic Republic of the Congo, by the Congolese National Army, and various armed rebel groups. These minerals are essential components to create mobile phones: hence there is a rising demand for the substance. Motorola states they have implemented a due diligence program to identify and trace the minerals suppliers in their supply chain which allows them to buy conflict free minerals. They have also partake in a project called “Solutions for Hope” which is dedicated to source conflict free minerals as an organization. Moreover, they have engaged in many projects that serves to eradicate the conflicts surrounding minerals in Congo.

Mineral Mines In Congo

Cause-Related Marketing

        

  In 2007, Motorola joined with Make-A-Wish Foundation to create a cause-related campaign to promote its RAZR² handset and raise funds for the foundation. The campaign was called “RAZR² Wish Campaign”. Motorola donated $5 for each of the first 50,000 handsets that was sold, and to promote the campaign they engraved the battery cover with “WISH COME TRUE” slogan.
       

A Motorola Customer Supporting The Cause

   It was targeted at Motorola’s young customers and emphasized situations in which Motorola customers do good deeds. It was publicized on the internet, through posters and television with the tagline “Do something cool, do something good.” It was well received by the public, and eventually a total of $250 000 was donated to Make-A-Wish Foundation.

Sources : WPP:Campaign: RAZR2 Wish Campaign
               Motorola: Corporate Responsibility