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Disney’s War on Childhood Obesity Trumps Profitability

For the last six years, Disney has engaged in a remarkable and gutsy program to improve the nutritional knowledge and choices for kids. Without question, Disney’s leadership and actions appealed to a growing segment, enhanced their brand and made a difference concerning an important social issue. Yet, the decisions behind the program could not have been easy, as there was significant cost and risk involved. How much weight should a firm place on addressing social issues? How much financial risk and sacrifice should be accepted in order to do the “right” thing?

In 2004, Disney made the dramatic decision to establish nutrition guidelines that they leveraged in a variety of ways. In 2007, they phased out all trans fats in their parks and continued a policy of upgrading the healthiness of their park menus. In 2010, they launched the Disney Magic of Healthy Living consumer campaign, complete with a website that encouraged kids to eat right and exercise. In 2011, we saw the TRYit…

June 13, 2012 • Permalink