Buy Nike and feel good
A company's social responsibility is the biggest keyword for companies these years. The demand has never been greater than it is today, compared to, if you look at the way it once was. Consumers today do not only think of where their shirts are made, but also on the environment. Companies have never thought as much as they do now on their supply chain, and most important, protecting the environment.
Nike´s CSR slogan is “innovate for a better world”. In the 1990´s Nike had several accusations of child labour, and it was something everybody talked about. At this point Nike´s brand was totally ruined, and they had got a bad reputation. It took Nike many years to actually realize how important it was to take responsibility for what was happening in the big supply chain, which is at its lowest at this point. They went from just focusing on improve their labour, but also be very focused on their design. Nike´s design had to been changed; and they got to cut down the waste of chemicals when they are producing products. In the video, Mark Parker, says “Innovate for a better world”, and that is not just something you say to get more customers, it is because they want to reach their positional, to improve their products, so the athletes can perform much better, and most important, saving the world. Every new design Nike is producing today is thought through so the environmental impact is minimal. You can say that Nike is no longer a shoe producer; today they are a manufacture for every kind of clothes, and sports products.
You can say that the child labour scandal Nike had, was like a wake-up call for them and some would maybe say that it is the best that could happen to them. If you look at Nike today, it had really helped them, as they are the worlds biggest sports and supply chain.
The scandal that had caused Nike is the reason why they not have been forced to focus, on their supply chain and on their responsibility. Nike had a destroyed brand to save.

They needed to do something, if they wanted to become successful again. What Nike had to offer, and the efforts they made, had just improved the Nike brand, for example the Nike Foundation, the live strong campaign, and the “Lace Up, Save Lives” have improved the peoples trust in Nike. These lifesaving foundations have been a “win - win” situation. Nike’s giant success has led to a record high value in these years of the financial crisis, which had almost destroyed every manufacture in the world.
Nike ´s effort had also effect the consumers, and the media had pushed Nike to take more responsibility and now is Nike pushing the consumers to a choice between their sustainable and environmental products. If you look on the other side, there are some consumers, who have demanded socially responsible products, which Nike now offers. Nike´s consumers have never had it easier to go shopping without having a bad conscience, because they know what they are buying. Nike´s global selling has made it easier to be a consumer in the global world that we are living in.
90 % of Nike’s shoes are made in Vietnam, China and Indonesia and Nike are focusing on improving the standard conditions for the workers. Nike´s situation has never been better for the labourers. Beyond the focus on work conditions, Nike has put more effort in the human resources and the development of labourers. The efforts can be life saving and changing a life for an immigrant worker.
The competition on the market has grown, and is today the biggest sports chain in the world. If you take a look back, the competition was most based on the price and the product. Today it is focused on the environment and how to save the world.
We live in a strange world. Everything we do is based on how much money we can earn, and not on how other people might live. Maybe we should start listen to Nike´s slogan “innovate for a better world” and make the world a better place. So everybody can live a healthy and happy life.