The company abandoned its 70-year old shield-style logo to a new cheerful, green sunburst. To many, the new image and message was a huge contradiction since BP's investment in renewable energy paled in comparison to what BP spent in extractive oil. So in a sense, many people felt that BP had changed its image but not its stance in being more environmentally friendly.
Social responsibility is an ethical ideology that both organizations and individuals should embrace and incorporate.
For example in my household, I am doing my best to conserve energy, water, to take public transportation when possible (I just signed up for a year-contract with Zip Car), and to even ride my bike to school.
BP's focus on social responsibility was a brilliant strategy ushered by a very shrewd PR firm. Many would agree that it was honorable and definitely fashionable for BP to accept global warming as a reality, while competitors like Exxon Mobil completely ignored this trend.
