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Anita Roddick – Corporate Rebel with a Cause
By Neil Peterson | May 21, 2009
“I want to work for a company that contributes to and is part of the community. I want something not just to invest in. I want something to believe in. ”
- Dame Anita Roddick
Dame Anita Roddick was not a wallflower. She was not timid, quiet, or dispassionate. She was not afraid of courting controversy, or challenging conventional stereotypes. She was, to paraphrase French novelist Emile Zola, here to ‘live out loud.’ And today, nearly two years after her death, her considerable legacy is a testament to the miraculous difference one person can make in the world.
As founder of The Body Shop, she built one of the world’s most successful – and globally conscious – cosmetics franchises. In an industry often more concerned with profits than social responsibility, The Body Shop was the first to prohibit animal testing in the development of their products, to support fair trade agreements with third world countries, and to challenge the harmful stereotypes of women portrayed in the media and in advertising campaigns. The eco-conscious concepts that now seem commonplace – such as recycled packaging and the use of organic and vegetarian ingredients, all found their strongest commercial push in the products for sale at The Body Shop stores around the world.
While Roddick cannot be the only one credited, the brave (and fiscally treacherous) initial step – to align quality products with social activism – was one of the key shifts in corporate mindset behind today’s ethical consumerism movement. With thousands of products on the market, consumers began to ‘vote with their wallets’ in choosing companies that share their values and that pledge to support a cause they believe in. By virtue of their international presence, The Body Shop had a powerful influence in countries around the globe, uniting citizens in the common effort to promote change and social responsibility.
Roddick’s stance as an activist, and her highly visible role as a successful businesswoman, did not always come without a price. Her early alliance with Greenpeace, an environmental organization whose tactics are sometimes criticized for being too radical, raised concern among franchise owners and customers, sparking debate over whether she was becoming too political and potentially endangering the future of the company.
In addition, the 1997 Ruby ad campaign, meant to raise awareness over the media’s portrayal of women also caused controversy – though its self-esteem message can still be seen in marketing efforts today, most recently in Dove television and print ads. Ruby, a size 16 plastic doll, was the centerpiece of the ads, with a tag line that read “There are 3 billion women who don’t look like supermodels and only 8 who do.” Consumers, wary of the current, waif-ish ‘heroin chic’ look, appreciated the campaign’s message, but the doll’s visual similarity to Barbie caused toy maker Mattel to balk, demanding the company pull the doll’s image from American stores.
Anita Roddick Interview
Throughout her life, personally and professionally, Anita Roddick continued to challenge the status quo, not as a rebel without a cause, but as a concerned citizen whose aim was to leave the world better than how she found it. With one voice she managed to enact change on a global level, bringing awareness to a myriad of social and environmental issues. Though she passed away in 2007, through the company she founded and the charities she supported, her message of hope and change will continue to influence lives for generations to come.
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