The power of the Social Web

One of this size unprecedented campaign of Greenpeace shows, What political and economic influence, the Social Web has become and how far the transformation of the selected power has progressed to the power of the Internet. The eco-activists succeeded in the past two months, 250 000 to mobilize people against the controversial use of palm oil in Nestlé products. 1,5 Million Internet users clicked on a video, the relationship between the chocolate bar “Kitkat” and the destruction of the rain forest shows. 2000 Consumers were tweeting their demands to the food group. This has never been seen on this scale it. Palm oil is extracted mainly in plantations, was cleared for their plant rainforest. Thus, the habitat of the orangutan and other animals disappear,de.

The Group for a long time turned deaf. He even turned off his Facebook page, on which articulate protest. Even as Greenpeace on a big screen in front of the consolidated subsidiary from Frankfurt happening thousands Anti-Kitkat tweets, there was no reaction. From day to day the PR disaster grew.

Yesterday, the food company said its Cooperation with the environmental organization “Forest Trust” With, which has set the fight against the destruction of the rainforest to the destination. Bei einem Forum in Kuala Lumpur, the capital of the country Malaysia, the company announced an action plan. Future Nestlé will forgo palm oil, for producing the rainforest was destroyed. “We assure, that we by the year 2015 only palm oil from sustainable sources will use”, said the vice president of the company, José Lopez in Kuala Lumpur. By the end of this year are already 50 submitted percent of the raw material from controlled sources.

Finally, Nestlé moved in the right direction. This is a sensational success for many people, who participated in the protests on the Internet”, commented Corinna Hölzel, the forest expert with Greenpeace, the campaign.