Amway is one of the world’s largest direct sales organisations with over 3 million Independent Business Owners (IBOs) in over 80 markets and territories. It is a family owned company with a strong emphasis on family values. Its IBOs are mainly couples with many raising young families and therefore have a strong bond with children. These families are more than happy to be partnered with Amway, who as part of its Corporate Social Responsibility Strategy works with UNICEF, the United Nations Children’s Fund.
IBOs sell Amway’s own branded products. They are Amway’s links with consumers and the communities in which they operate. This case study shows how Amway is a business that does more than simply provide customers with good quality products. In addition, it plays a key role in the communities in which it operates.
Businesses need to trade ethically, i.e. in a principled way. Amway has put ethical behaviour at the top of its agenda. Ethical behaviour is part of Corporate Social Responsibility (CSR). This refers to a business organisation’s wider responsibilities to society.
Amway’s ethical beliefs are illustrated through the support of global causes. It defines a global cause as ‘a social issue affecting many people around the world engaged in a struggle or plight that warrants a charitable response’. This case study explains how Amway’s One by One Campaign for Children illustrates the businesses’ commitment to children in need across the globe.
Amway’s vision is ‘To help people live better lives’.
There are various ways in which this vision is delivered. Amway encourages staff and IBOs to support its One by One Campaign for Children.
Values are important to a company. It is what an organisation stands for, e.g. being trustworthy and honest, taking care of others, giving value for money, etc. An important value for Amway is being a caring company.
As a result, Amway believes firmly in demonstrating that it cares, which is why it works with UNICEF. The values of UNICEF and Amway are closely aligned. Amway recognises that it must build its business based on ‘relevance, simplicity and humanity’.