• About
  • Contact
  • Subscribe
  • Download App
  • Virtual Summit
  • Benefit Hub for Subscribers Only
SWHELPER | Social Work | Social Justice | Social Good
No Result
View All Result
  • Login
  • Register
  • Home
  • News
  • Culture
  • Mental Health
  • Politics
  • Tech
  • Disability
  • Webinars
  • Podcast
Find/Post Jobs
  • Home
  • News
  • Culture
  • Mental Health
  • Politics
  • Tech
  • Disability
  • Webinars
  • Podcast
No Result
View All Result
SWHELPER | Social Work | Social Justice | Social Good
No Result
View All Result
Home Social Good

Corporate Social Responsibility Is More Than a Marketing Ploy

Dave PributskybyDave Pributsky
August 2, 2019
in Social Good
0
ADVERTISEMENT
Share on FacebookShare on TwitterShare on LinkedinShare on PinterestShare via EmailShare on Reddit

For-profit companies traditionally operated within a set of rules dictated by the government, such as collecting and paying taxes or meeting state and federal regulations. Everyone accepted profit maximization as the goal, and it didn’t really matter how companies managed to achieve that mission.

Today, many judge companies based on their broader impacts and whether they contribute to beneficial change. It’s definitely a positive shift, but new businesses must strike a delicate balance: Too much of a focus on corporate social responsibility (CSR) for a new brand over the effectiveness of the product or service can actually damage brand appeal. Researchers at North Carolina State University found that consumers view new brands as less enticing when their key messages focus on CSR more than the benefits of their products, even if they donate money to good causes.

While consumers want to support brands that give back to the world, they are more concerned about the efficacy of new products. And who can blame them? Nobody wants to spend hard-earned money on a subpar product. When product quality is equal but one item comes from a company with a social mission, customers are more likely to choose the company with a focus on CSR, though.

Patagonia stands out as an excellent example of effective CSR. The company aggressively incorporates environmental causes into its corporate DNA — and its customer base is just as aggressively loyal. Volkswagen, on the other hand, went out of its way to greenwash its corporate image by promoting “clean diesel” while flagrantly violating federal emissions laws with nitrogen-oxide emissions (a smog-forming pollutant linked to lung cancer). The disparity between VW’s mission and its actions had steep consequences.

Finding the Right Fit

CSR should be authentic to the soul of an organization — it should not be an add-on or a marketing ploy. Before committing to CSR, brands need to survey potential customers and brand ambassadors to ensure they focus on the right initiative.

For smaller companies and startups, this could constitute a more informal process of casual interviews with a few dozen people coupled with the founders’ personal goals. Established companies will want to undergo more extensive research that includes surveys and in-depth focus groups with employees, customers, and potential customers. In both cases, companies must confirm that the CSR initiative resonates with potential customers while identifying any concerns that could alienate critical groups. Without genuine authenticity, it’s only a matter of time before an initiative fails — it’s imperative that the CSR mission resonates with the company, its staff, and its executives.

Patagonia earned plenty of attention in 2016 for donating 100 percent of its profits from Black Friday sales to environmental groups. By literally putting its money — more than $10 million, in fact — where its mouth is, Patagonia proved its dedication to protecting natural resources. Considering a large swath of Patagonia’s clientele is environmentally conscious, that single day of sales truly resonated with brand loyalists.

Once a company pinpoints the CSR initiative that meshes with its identity, its leaders must articulate the CSR mission internally and externally. That mission will likely evolve, but it should be authentic to ensure long-term success. A genuine effort at CSR initiatives can be a great way to motivate and empower employees.

Internal CSR messaging focuses on culture and creating a universal message across the company. Everyone should understand the overlap between the CSR initiative and the company’s mission, as well as how the initiative affects every employee’s role. Externally, brands must simplify this messaging into an easy-to-understand version for consumers.

I’ve had to tackle this challenge with my own company, 2920 Sleep. We have boiled down our CSR focus to three elements: a commitment to product quality, excellent customer service, and 1% for the Planet. We aspire to make high-quality, long-lasting products that will have a reduced environmental impact with lower return rates; take care of our customers with great service; and stay financially successful so we can channel one percent of our revenue to support organizations that protect the environment. Our commitment to product quality and customer service enables us to support our CSR initiative. This mission is driven by everyone at the company — from our leadership and marketing teams to our customer service department and our brand ambassadors.

More than anything else, brands should ensure the CSR narrative is a part of the corporate culture. Think again of the difference between Patagonia and VW. Patagonia’s founder, management team, and employees all actively support its mission. VW, meanwhile, has lost brand integrity and market share, and its executives face significant fines and possible jail time.

Consumers can spot the difference between pretenders and companies that are committed to a mission. CSR offers an opportunity to pivot a business from a purely financial operation to an organization that recognizes its ability to help a wider community in addition to meeting financial goals. With a balanced approach to CSR and business goals, companies can truly shine.

Share this:

  • Click to share on Facebook (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Tumblr (Opens in new window)
  • Click to share on Reddit (Opens in new window)
  • Click to share on Pinterest (Opens in new window)
  • Click to print (Opens in new window)
  • Click to email a link to a friend (Opens in new window)
ADVERTISEMENT
Previous Post

Examining White Privilege: What’s the Fear?

Next Post

A Closer Look at Homelessness

Dave Pributsky

Dave Pributsky

Dave Pributsky is head of marketing strategy and business development at 2920 Sleep. This customer-centric online retailer provides consumers with high-quality products that improve sleep quality and overall health with minimal environmental impact. Dave founded 2920 Sleep with his business partner, Karim O’Driscoll, as a quality-driven company dedicated to providing healthier lifestyles through sleep. Dave has experience leading business and digital strategy with consumer brands such as TrueCar, USAA, AAA, American Express, and Consumer Reports.

Related Posts

From Homelessness to Giving Back – A Student’s Journey
Global

From Homelessness to Giving Back – A Student’s Journey

January 4, 2021
National Coalition to Support COVID-19 Frontline Responders
News

National Coalition to Support COVID-19 Frontline Responders

April 12, 2020
Global Social Welfare Digital Summit Call for Proposals: Interdisciplinary Approach to Global Social Change
Human Services

Global Social Welfare Digital Summit Call for Proposals: Interdisciplinary Approach to Global Social Change

April 3, 2020
How the Internet and Social Media Is Impacting Social Work
Social Good

How the Internet and Social Media Is Impacting Social Work

April 7, 2019
When Business and Social Good Intersects Communities Benefit
Social Good

When Business and Social Good Intersects Communities Benefit

April 7, 2019
The One Question That Fuels My Approach to Life: What Can I Do For You
Social Good

The One Question That Fuels My Approach to Life: What Can I Do For You

December 19, 2017
Next Post
A Closer Look at Homelessness

A Closer Look at Homelessness

Global Social Welfare Digital Summit Call for Proposals: Interdisciplinary Approach to Global Social Change

Global Social Welfare Digital Summit Call for Proposals: Interdisciplinary Approach to Global Social Change

Leave Comment
ADVERTISEMENT
What Can Be Done To Solve The Foster Care Crisis?

Ending the Therapeutic Relationship: Creative Termination Activities

June 24, 2022
What Feelings Are In Your Heart: An Art Therapy Exercise for Kids

What Feelings Are In Your Heart: An Art Therapy Exercise for Kids

June 19, 2022
Want to Work With Children: 5 Skills and Qualities You Should Be Working On

Want to Work With Children: 5 Skills and Qualities You Should Be Working On

April 7, 2019

Connect With Us

Twitter
FlipboardInstagram
ADVERTISEMENT
Facebook Twitter LinkedIn Instagram TikTok
SWHELPER | Social Work | Social Justice | Social Good

  • Contact
  • Subscribe
  • Buy Merch
  • Download App
  • Terms of Service
https://youtu.be/jWzjyPoSjtw

© 2022 Social Work Helper, PBC

No Result
View All Result
  • Home
    • News
    • Culture
    • Technology
    • Politics
    • Criminal Justice
    • Social Work
    • Education
    • LGBTQ
    • Technology
    • Disability
  • About Us
  • Contact
  • Webinars
  • Virtual Summit
  • Career Center
  • Download App
  • Subscriber Benefit Hub
  • Subscribe
  • Login
  • Sign Up
  • Cart

© 2022 Social Work Helper, PBC

Welcome Back!

Sign In with Facebook
Sign In with Google
Sign In with Linked In
OR

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Sign Up with Facebook
Sign Up with Google
Sign Up with Linked In
OR

Fill the forms below to register

*By registering into our website, you agree to the Terms & Conditions and Privacy Policy.
All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.