Since Reflex lost its environmental certification because of their Victoria’s forests wood chip, and though they are still certified under the Australian Forestry Standard. Officeworks found themselves in the middle, between environmental advocates (some of which are their customers) on one side and their commitment to their other customers, partners and stakeholders on the other side. There is a pressure on Officeworks to stop selling Reflex’s papers in their stores. Even though more than 650 companies boycott Reflext, the advocates are pressing on Officeworks since they are one of the largest stationary retailers in Australia.
Officeworks has a valid point, as their managing director Mark Ward mentioned, that boycotting Reflex will not solve anything, and all their paper is certified to the Australian Forestry Standard, which is recognised by the international group Programme for the Endorsement of Forest Certification, and they are looking for alternatives of the local timber.
However, Officeworks have shown a commitment to the environment by cutting their ties with one of the biggest Asian paper makers, APRIL, because they are illegally logging Indonesian forests, and it’s a different case than Reflex which is legal and still certified under AFS. Also Officeworks consider the environment one of their responsibilities, and they actually didn’t defend Reflex’s acts.
So, why when we open Officeworks page on Facebook we found people are complaining everywhere? why Officeworks point of view is only mentioned in a small part at the end of the news? or directing people to a forum created by Australian Papers the owners of Reflex?
This is one of many cases where companies found themselves have to start a conversation with the audience, Officeworks for example has an advanced website with many services, but no blog to have their points of view, the blog also may have interesting information and news about, for example, printing and design which will catch the interest of many people. But mainly it’s a platform to clarify their opinion to the public and start a conversation that led by them; a link to the post maybe posted on their wall on Faccebook and on twitter so whomever want to criticise them, will have a background about their attitudes, then the conversation will be more matuer. Officeworks points of view about this issue is peppered on small replies on Facebook, if it is a full strong convincing argument on one place owned by Officeworks like an official blog, something like what Telstra is doing, then it will clarifies their attitudes and commitments to the environment, and we may have another side among environment advocates that defends Officeworks.