How Corporate social responsibility is driving brand engagement
Consumers want businesses to play an active role in driving social and environmental change. From socks and white goods to coffee and toys, eight companies did an exceptional job of building social responsibility into their core mission.
Now more than ever, research shows that consumers want to engage with and purchase from brands that play an active role in driving social and environmental change. Nielsen data shows that 58% of European consumers are willing to change their consumption habits to support sustainability – this will only increase as the volume of demand is turned up by millennials. If you’re still not convinced that corporate social responsibility (CSR) matters, these inspiring stories from some of the world’s most successful and growing brands, may just change your mind.
1. TOMS: While traveling in Argentina, Blake Mycoskie became inspired to help children without shoes. In 2006, he founded TOMS Shoes and pledged to donate a pair to a child in need for every pair purchased. Since then, TOMS has donated 95 million pairs of shoes and expanded its mission, delivering 780,000 sight restorations and 722,000 weeks of safe water.
2. Bombas: After learning that socks were the most-requested items in homeless shelters, Bombas launched to donate a pair of socks for every pair purchased. Since then, Bombas has donated more than 29 million clothing items.
3. Bosch: Half of Bosch’s research and development budget is invested in creating environmental protection technology. By 2021 the company will have invested €50 million to support universities and research programs that are focused on the environment, energy and mobility in Germany, India, the U.S and China through Bosch Energy Research Network, otherwise known as BERN
4. New Belgium Brewing Company: This brewing company owned entirely by its employees through a stock ownership plan is focused on sustainability. Its Fort Collins brewery produces 18% of its own electricity through solar panels and wastewater. It also contributes to bicycle and eco-focused organisations.
5. Starbucks: Another retailer known for embracing corporate responsibility, Starbucks gives back a number of different ways. Starbucks Reserve coffees invest back into bean growing communities, while this holiday season, the Starbucks Foundation is matching consumer contributions to Big Brothers Big Sisters, United Way and Feeding America, the nation’s largest domestic hunger relief organization.
6. Lush: Lush has put a lot of effort into building an environmentally conscious brand. It invented the first solid shampoo bar and offers packaging-free products in store. It is also in the process of eliminating palm oil from its products. Lush has an extensive vegan range, is against animal testing, and regularly offers limited edition products to raise money for good causes.
7. Misfits Market: Today, almost half the food grown is never sold, while healthy food keeps getting more expensive. Misfits Market aims to minimize waste by offering produce that retailers don’t want – “ugly” but perfectly delicious fruits and vegetables – directly to consumers at 40% less than store prices. This also helps farmers find a market for food that doesn’t usually sell.
8. Lego: Lego will invest $150 million over the next 15 years with a focus on addressing climate change and reducing waste. It has reduced their packaging as well as investing in an alternative energy source and will use 100% renewable energy by 2020.
At Pregis, giving back is in our DNA too. Our Inspyre brand of packaging helps retailers protect products in transit while supporting the Uzima Clean Water Mission. So far, Pregis and its customers has helped bring clean water to more than 40,000 people in communities around the globe.