A press release on Canada News Wire mentions that Honda has been, “honoured (sic) by leading publications in Canada and the U.S. for its environmental and corporate social responsibility.” What I found most interesting about the release was not that Honda was named as one of the ten companies receiving honors, but that Toyota, the often-praised ‘leader’ of the pack in environmentally friendly cars, was not on the list. Odd, eh?

A look at the areas in which Honda excelled might shed some light…

“Honda was recognized for its hybrid technology and fuel-efficient cars, its innovative and sustainable manufacturing facilities, and for its aggressive program to significantly reduce energy consumption at its manufacturing sites. Honda was also recognized for eliminating hazardous substances from its production proves and reducing emissions, material waste and energy use. Honda also scored high for corporate governance and corporate social responsibility.”

Switching out “Honda” with “Toyota” would surely still read accurately, right? I certainly think so, and the vast majority of people that are exposed to positive press about Toyota would most likely agree.

So what is the end result? Are we to assume that Toyota is not actually the hybrid-leader the media likes to present? Should we question the validity of the rating methods used to award Honda a top-ten spot? I think we should adopt both viewpoints but also acknowledge one vary glaring reality–substitute “Chevrolet,” “Ford,” “GM” or most any other major auto manufacturer for “Honda” in the above statement, and it will most certainly feel jarring. If you read the above citation with one of those companies listed instead of Honda, perhaps you would assume that it was a joke, or a typo, or even the result of swaths of money being exchanged by Big Auto and Big Media. I would probably have the same reaction.

The bottom line is that both Honda and Toyota, though they are still far from perfect, are really ahead of the pack. True, there are other auto companies coming up with very innovative solutions regarding fuel efficiency and hybrid or alternative fuel, but they simply lack the mass coverage that Toyota has so far enjoyed.

It is hard not to be cynical of giant corporate CSR efforts, but at the end of the day, maybe a strong effort to push other companies into gear is critical to creating substantial long-term improvements. For now, I say congratulations Honda. Keep up the good work.

This entry was posted on Monday, March 26th, 2007 at 8:24 pm and is filed under Corporate Social Responsibility, Interesting News. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.