Brands that are successfully implementing Corporate Social Responsibility

Brands that strictly follow their social responsibility policies and practices bring a positive change. Global and social issues such as poverty, pollution, hunger, health and global warming are escalating each day. Customers trust and support brands that are earth friendly and concerned about these issues. Some of them celebrate “Earth Day” by initiating tree plantation programs, plastic elimination campaigns and coming up with various ways to minimize carbon footprint. Others work on their labor policies by offering them flexible working hours or by raising their wages. Let’s have a look at how different companies are being successful through their CSR activities.

1. Coca Cola 

Coca Cola company has been following sustainability practices and their motive behind it is to create a " world without waste." Their major focus is on packaging, product quality, and water conservation. The company has been involved in the collection and recycling of their used bottles in an attempt to reduce their carbon footprint and plastic wastage. This resulted in an increase in their sales as eco conscious consumers showed immense support. The company’s Ramazan campaign “Share a meal” was a movement to end hunger in Pakistan. It encouraged people to donate and feed millions of poverty-stricken individuals.

2. Pfizer

Pfizer is known for providing best healthcare facilities as well as their ethical considerations and social work. When a hurricane struck in Haiti, Pfizer was one of the first companies that extended a helping hand and offered grants to the affectees by collaborating with the NGO's. Even when the Covid spread around the world, Pfizer gave a $5million grant for the treatment, vaccination and diagnosis of patients. Hospitals and clinics were also given grants for better management and quick recovery of patients.

3. Walt Disney

The Walt Disney Company has been eager to mitigate its carbon emission, put an end to waste and prevent water wastage. They are also adamant and committed towards their labor policies, focusing on the health, rights and safety of their staff. The company and its employees are actively participating in social welfare activities. When Covid was on rise, Walt Disney contributed $27 million by donating food and safety equipment to the local communities. Their employees also volunteered while sticking to social distancing practices. 

Be kind to the nature and creations

Both large and small businesses must be aware of the issues that are prevailing in the society or causing harm to the environment. Such issues can affect the brand and its relationship with its customers. If the brand is an advocate of human rights and takes actionable steps (campaigns) for an environmental cause, customers will always find a reason to purchase their products. 

 

 

5 Ways to Exhibit Social Responsibility

All successful and socially responsible companies care about their stakeholders and prioritize them by maximizing their value. Employees are their assets and play a major role in increasing the output so they invest in their training and health. Similarly, their mission is to meet or exceed their customers’ expectations and satisfy them, while minimizing the impact on the environment. However, some companies ignore environmental and social issues in their quest to attain high profits. Human trafficking, workers exploitation, racism, animal cruelty, environmental degradation have become some of the pressing issues that turn away their customers. We will be discussing a few of the many initiatives that businesses must follow to operate ethically while sticking to Corporate Social Responsibility (CSR).

1.      Produce organic products

Consumers have become health conscious and the demand for fresh and organic products (i.e. cereals and dairy products etc.) have increased. People who are on diet, taking medications or concerned about the intake of toxins purchase and look for products that are health friendly and have organic labels on them. They also believe that such products are benign for the environment and do not harm the workers working at farms to produce them. So, food and beverage companies should divert their efforts towards the production of natural and chemical free products and provide quality products to consumers.

2.      Engage in recycling practices

 A huge bulk of product is wasted during the process of manufacturing and all this waste material and toxins are disposed of and drained into the nearby rivers. Companies must emphasize and invest in the safety disposal techniques so that it is harmless for all the living organisms. Even the different stages of the supply chain deteriorate the environment, so they must also engage in recycling products and packaging. 

3.      No Animal Abuse

There are several leading companies who are involved in animal abuse and test their products on animals, especially those that manufacture pharmaceutical, cosmetic and beauty care products. Many people with a philanthropic mindset do not buy products from such brands. For example, some companies make eyelash extensions from mink hair. Brands should not just mention on the packaging or emphasize through advertisements that their products are cruelty free, but also make sure that they are not involved in any such activities and are true to their words.

4.      Charity, donations and social work

Socially Responsible businesses should also donate a specific amount of their sales to organizations that are working for a noble cause or involve in campaigns and activities that eliminate social issues. Companies can pitch in or their employees can volunteer to support nonprofit organizations by working on certain projects i.e. supporting orphanages and planting more trees etc.

5.      Buying local

Many individuals buy products that are produced within a country in order to extend support for local businesses and manufacturers. This also helps to minimize the carbon footprint by reducing the carbon emission during the supply chain process. Such companies should focus on ethical sourcing and fair labor practices to earn a name in the industry. 

All businesses must evaluate their actions from an environmental and socially acceptable angle. By adhering to the above-mentioned practices businesses can save the planet, increase their profits, attract customers and considerably reduce the social issues.

 

The Rise of Green Marketing

Saving the planet

Human activities have caused irreparable damage to the earth and we ourselves have witnessed some repercussions in the form of pollution, deforestation, or smog. However, there has been a positive side to this destructiveness too, people are shifting towards environmentally safer options when buying and selling products and services. This has enhanced the credibility of businesses, allowing them to target environmentally conscious consumers and penetrate into new markets while also segregating themselves from their competitors.

The Benefits

Ecological awareness has encouraged companies to introduce products that are sustainable. This will also unburden nature from the hazardous impact of waste materials. In a highly competitive environment, green marketing helps you to gain customer trust and loyalty. Not just this, such practices reduce the exploitation of natural resources and result in lesser carbon emission. Companies innovate in order to attract their customers and strive to make recyclable products. This allows them to achieve growth in the long term and ultimately generates more revenue.

Strategies for Green Marketing

Now let’s see what strategies businesses can use in order to save the planet and win the hearts of their customers.

1. Focus on Sustainable Design: All the stages involved in the product making should be seen from an environmental perspective. It’s not just superficially about the recycling symbol on your product. Control the amount of waste that is produced and pay attention to the material sources, product packaging and the way it is delivered. For example, plastic shopping bags and bottles are very harmful since they contain toxic pollutants and their decomposition takes many years. So, it’s not the best option for packing your products.

2. Green Pricing: When products are designed in a sustainable way or with the view that it is safe for the environment, the cost is usually high and so are the prices for products. As long as it’s environmentally friendly and delivers high value, customers are willing to pay a little extra too. However, companies have to make sure that their product is worth the price their customers pay and quality is also up to mark. Otherwise, they might lose some of their loyal customers.

3. Being Responsible: Sticking to the "Go Green" strategy means that you must be concerned about your actions and processes and how much they contribute to environmental pollution. Through a positive change, show your target audience and customers that your priority is to protect the earth from further damage. Social and environmental responsibility is thus vital.

4. Sustainable Product Packaging: While designing the green packaging of your product, the materials that you use really matters. For example, cloth bags are a good alternative for carrying bulky groceries or paper bags for light weight products (these are even recyclable). Cardboard packaging instead of plastic is a smarter option as consumers have become more conscious of the detrimental effects of plastic which has littered the earth and has been found in billion tons since the mid 1900's.

Green marketing seems a pragmatic initiative which will be lucrative for the marketers. It will benefit the present and future generations, our surrounding and all the living organisms on the whole.