Sunday, May 01, 2005
In John Cleese's smash hit A Fish Called Wanda, Kevin Kline's character Otto simply couldn't apologise. It was a symptom of his irreversible maniacal psychosis. No matter how hard he tried - the words "I'm sorry" couldn't seem to come out. Until he had no choice, having almost killed his love rival (Cleese) by accident in one of the film's most farcical scenes.
Last month, Nike, one of the world's most iconic brands and largest companies, apologised. Very publicly. The firm that only a few years ago was the icon of corporate irresponsibility has been all over our screens and newspapers saying sorry. In its first corporate responsibility report for a number of years (the delay caused by an ongoing court case following dubious claims the last time Nike released one) Nike's founder and Chairman, Phil Knight, very openly and humbly apologised for past misjudgements. He didn't just apologise for the company, but took personal responsibility. Moreover, he acknowledged there are still problems with the way the people who make our trendy Nike gear are treated in factories around the world. And he published a global list of names and addresses of all Nike's manufacturers and suppliers (more than 700). If Nike once retreated to the bunker and shifted blame, today the company has opened its books and admitted that it bears responsibility for the way in which its entire supply chain operates. The activist's dream target has become the proof that activism works. Nike has proved that CSR isn't an optional extra.
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