Including corporate social responsibility in a business’s marketing strategy is a way to use the visibility and influence that many brands and professionals have to give a voice to social causes that concern us all.
The most committed have already joined this initiative. And it is true that acting responsibly brings benefits to society as a whole, but also to those who champion it.
“More and more consumers prefer socially responsible brands over those that only have a financial interest.”
In this sense, creating content with a powerful social message is essential (whether in text, video or audio format). So, to help you keep this in mind, in this article you will learn about:
- What corporate social responsibility (CSR) is and what types there are.
- The importance of CSR and the impact it has on the world.
- Success stories of major brands that apply it.
· What Is Corporate Social Responsibility?
The best synonym you can use when talking about corporate social responsibility is ‘respect’. Respect for your team, your customers, your immediate surroundings, the planet, society and the environment.
“The concept is becoming more widespread, and a growing number of professionals and brands are doing their bit.”
And even if you think you are too small, I assure you that however small your contribution is, it will add up for the common good.
► Corporate Social Responsibility: Definition
This term emerged in the nineties as a wake-up call to companies (large and small), as well as local businesses, to improve coexistence among them, close communication, respect and collaboration.
“Corporate Social Responsibility is defined as a way of acting based on a commitment to social causes.”
In other words, the actions of a company or business working under this umbrella must always be aligned with the ethical and responsible values it has adopted for the benefit of society.
In general, we all benefit, but specifically, the benefits this kind of philosophy can bring to a business are the following:
- Improved image and credibility with the public.
- A strong competitive advantage.
- Higher customer loyalty rates.
- A business built to be sustainable in the long term.
► Types of Corporate Social Responsibility: Examples
Whether you are a freelancer, have a small team, run a small company, or are the CEO of a large corporation, there will be some way to apply corporate social responsibility.
Below you will find ideas and examples to join this initiative, so that the mark you leave on others is positive and helps create a better world:
Corporate Social Responsibility for freelancers:
Any social action you can take in your day-to-day work will have an effect on others and on your surroundings. So, before taking any step, you should think about its consequences and how they could be more positive.
Some examples of actions you can take as a freelancer are:
- Reducing the waste you generate in your daily work.
- Sending out responsible messages.
- Collaborating with other brands committed to the same cause as you.
However, there are many other measures that involve no financial cost at all, and that you can carry out in line with your values. And even if you think it is something small, the impact it can have will be big.
Corporate Social Responsibility in SMEs:
In this case, the consequences of activities have a greater impact than with freelancers, due to the difference in visibility between the two.
Below are some examples that can help you apply corporate social responsibility if you have a business team or a small company:
- Implementing non-discriminatory policies when hiring staff.
- Adopting recycling habits in the office.
- Ensuring lawful use of advertising.
Corporate Social Responsibility for large companies:
Most companies are aware that making a profit cannot come at the expense of human rights, exploitation, or the destruction of the environment. In fact, a lot of work is being done to counter these consequences, but there is always more that can be done.
An example of this is the commitment companies make when they decide to include corporate social responsibility in their strategy with actions such as:
- Investing in renewable energy.
- Actively working on occupational risk prevention.
- Promoting training for their employees.
Whatever the case, the ways in which a company or business can adopt responsible measures are very varied. It can be adapted to the sector, size, budget…
There is no need for a large outlay, since every action counts. What really matters is to have a positive impact on society and the environment (both internally and externally).
· Importance of Corporate Social Responsibility
Although I have mentioned above some of the benefits that applying corporate social responsibility brings to businesses, below you will understand, in general terms, why it is so important for any sector.
While the earlier benefits were focused on financial interest, the ones you will discover in this list are more closely tied to consolidation and growth:
● It promotes ethical values internally. This creates a more pleasant working environment, which will be reflected in the business results.
● It increases employee retention. This helps create a sense of belonging to the company and lowers the resignation rate, which makes it possible to build a solid, coordinated team.
● It improves productivity. People who are happy at work are more productive, and this type of measure fosters more comfortable, pleasant and motivating environments.
● It minimizes occupational risks. If the company has ethical codes of conduct, bad practices related to its activities will be reduced and, with them, the risk of accidents.
● It opens the door to new markets. The company that implements it gains a certain prestige and reputation, which allows it to build new alliances and strategies.
● It drives innovation. The positive thinking that stems from social responsibility encourages innovation, the efficient use of resources, and other things that improve competitiveness.
● It reduces costs. These come from lower consumption of paper, water, energy…
● It makes public procurement easier. Often, one of the requirements to be able to take part is to have corporate social responsibility actions in place.
● It attracts new investors. Ethical and responsible practices ensure the stability of a business. And that is a key factor in attracting new investors who want to work with you.
· Corporate Social Responsibility Success Stories
The term corporate social responsibility was coined in the mid-19th century, although, as I said before, it began to spread in the nineties, so it is no surprise that over all these years numerous success stories worth highlighting have built up.
In the previous paragraphs, you have seen that any company can adopt socially responsible habits. However, below you will find some of the most recent examples and those that have had the greatest impact on society, each depending on the sector they operate in.
► Starbucks’ responsible coffee
Starbucks is a well-known brand for many reasons. Among them, its CSR actions. This international coffee company firmly defends fair relationships between producers and buyers, and it has been part of the ‘FairTrade’ network since 2000.
Since then, it has paid a fair price for every coffee bean to small suppliers, defending the local businesses of each coffee-growing area and also promoting organic coffee.
In addition, it is worth noting that in several countries Starbucks is already committed to employing older people and to integrating them into working life. It seeks a balance between young employees and those in their later years who are still active.
► Mercadona and its commitment
If we talk about Mercadona’s corporate social responsibility, we can highlight many different actions:
● On the one hand, like many other supermarkets, it regularly donates food and other products to the Red Cross and to NGOs in each city.
● In addition, it is committed to respecting its neighbors and the environment. That is why it carries out quiet night-time deliveries at each store, avoiding noise pollution, traffic jams or other problems.
● It has also taken various environmental measures, such as lowering false ceilings, which means less heating is needed, or reusing plastics, polystyrene and cardboard.
In cosmetics and hygiene, the work of L’Oreal stands out. It was the first brand in this sector to do so, as it has focused on truly measuring and analyzing the impact that cosmetic products have on the environment.
This means it measures its impact on the biodiversity of the areas where it produces, its water and carbon footprint, and looks for alternatives to produce in a more eco-responsible way. The result is a final product that is more respectful of the user, produced under fair conditions.
► IKEA and sustainable development
Another large company that has already adopted measures regarding corporate social responsibility is IKEA, the giant of furniture and home decoration. In fact, one of its goals is to reconcile the company’s expansion with sustainable development.
To do so, the initiatives it has developed revolve around three main points:
- The sustainability of homes.
- Making the most of energy and resources.
- Respect for people and communities.
As a result, the company has already installed more than 700,000 solar panels and LED lighting systems across all its sites, supports education projects in developing countries, and works with organizations such as UNICEF or Save the Children.
· Conclusions about CSR
Fortunately, more and more companies, both large and small, are aware that their activity cannot focus exclusively on making a profit without thinking about the impact they have on society and the environment.
“Implementing responsible actions is becoming increasingly common among companies and businesses. Something that, without a doubt, benefits everyone.”
On the one hand, the company that practices them, although it has to make changes, receives benefits in the form of growth and consolidation. On the other hand, the environment and society benefit in the form of respect and preservation.
And if you are one of those who see this kind of measure as an expense, I would say it is rather an investment. Although all changes have associated costs, in this case it is a more than profitable investment, because with it:
- You improve your employees’ well-being and quality of life.
- Their productivity increases.
- The energy efficiency of your facilities increases.
- You strengthen your environmental management system.
And all of this will translate into a lively, active and constantly growing business.
This kind of initiative should be at the heart of any business, because there is no greater success than promoting internal and external improvements while helping thousands of people by meeting their needs. Don’t you think?
Before you get started, it is worth reviewing what Corporate Social Responsibility (CSR) is and how to apply it consistently in your own brand.
These cases clearly illustrate what it means to truly apply Corporate Social Responsibility (CSR) in a company’s day-to-day operations.
This type of action usually goes hand in hand with good Green Marketing, another way to show that commitment to customers.
