The emotional appeal of an animal's face helps NGOs reframe an issue.
In a remarkable victory for two nonprofits, the caring consumer and endangered orangutans, Nestle announced recently that it will no longer buy palm oil from companies that contribute to the destruction of rainforests. The nonprofit Forest Trust confirmed that it will work with Nestle to help the corporation rid its products of unsustainably-produced palm oil, paper and lumber products by vetting and monitoring the corporate giant’s supply chain of vendors. The agreement comes after a gruesome but effective public education campaign by Greenpeace caused public outcry and pressure on Nestle.
Vigilance by the non-governmental sector is key in this case as elsewhere. NGOs play an essential role, acting as advisers, educators and critics of government and business. With varying, sometimes questionable or even dangerous tactics, NGOs nevertheless serve as the conscience of society. If they’re doing their job, NGOs are asking the tough questions, keeping others honest, and occasionally grabbing people by the shoulders and shaking hard.
Some NGOs, such as Greenpeace, play the bad cop, risking necks and raising hackles with their dramatic campaigns. Other NGOs play the role of peacekeepers: trust, but verify. The Nestle announcement comes after a campaign by Greenpeace that highlighted the irresponsibility of the corporation’s sourcing. This edgy ad, which went viral, shows a bored office worker what he is really consuming when he bites into a KitKat made from irresponsibly sourced palm oil:
Gross? Yeah. Effective? Oh yeah! The announcement by Nestle comes just two months after this ad’s release; Nestle tried to remove the video from circulation, but it went viral, and public outcry ensued.
A simple boycott of KitKats or other products would be ineffective in this situation, since palm oil is ubiquitous in everything from chocolate to cosmetics to some biofuels. The strategy of putting pressure on the producer to in turn pressure its supply chain seems to be working in this case, and should be a model for future action.
Following Greenpeace’s poking, The Forest Trust moved in to provide assistance. It will work with Nestle and its suppliers to ensure that palm oil is sourced sustainably; Greenpeace will also monitor implementation and compliance. Greenpeace Senior Campaign Advisor Andy Tait noted that this could and should be a positive message to palm oil producers: “if you don’t stop deforestation and protect peatlands, your days of supplying to global brands such as Nestle are over. This is a very positive step forward by Nestle, but delivery is critical, and we will be monitoring progress carefully.”
The Forest Trust comes to the table with the skills and experience to verify that Nestle will keep its promises; the two entities will work together to ensure that Nestle acquires palm oil only from companies that comply with local laws, protect high-value conservation areas, and “Support the free prior and informed consent of indigenous and local communities to activities on their customary lands where plantations are developed.” These guidelines will be communicated to all its global suppliers, who will also be audited, and will exclude those who breach the guidelines.
Despite the examples of global financial collapse and environmental disasters, much is still written these days about how business is the most efficient and effective delivery system for goods and services, even to those at the base of pyramid. The”bottom billion” of the planet may be viewed as potential entrepreneurs and consumers, but nonetheless they–and the ecosystems on which we all depend– still need the assistance and vigilance of mission-driven organizations with a focus beyond profit.
A version of this post appeared originally on Care2.com
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