approached them already.
“Some companies are already doing better than others, so there are some laggards and some stand-out leaders in the pack,” said Coleman. “We hope that some of the remaining laggards start taking on some of these commitments.”
Oxfam has been partnering with other advocacy groups and activists as part of the campaign. These include the Rainforest Action Network, Greenpeace, and Change.org.
“Our approach is really a critical friend approach – we don’t want to demonize these companies,” explained Coleman. “A lot of actions are most effective in working through allies.”
While Coleman said that they were surprised at how quickly General Mills made their commitment – within two months after Oxfam launched their campaign – she said it just signified how powerful public and consumer pressure can be on a big, public-facing brand like General Mills. “That’s an empowering message and one that consumers should feel pretty excited about.”
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