Since The Clearbox Group's launch of Neighbourgood, a consultancy dedicated to supporting brands and organisations with the strategic development of CSR campaigns, our very own Zoe Kerr has kindly taken the time to explain the importance of CSR and the various techniques that you may want to consider for your company... take it away ZK!
There is more to business than merely turning a profit. Companies now need to be purpose-driven and work for the greater good in response to global issues like economic inequality, climate change, and other problems that affect communities all over the world.
This is where Corporate Social Responsibility (CSR) comes in to play. To put it simply, CSR encompasses everything that a company does to improve the communities in which it operates, the lives of the people it employs and the values it upholds.
Our CSR queen at Clearbox, Alex, has previously explained what makes a good CSR campaign so now I’m here to shine a light on the many corporate social responsibility techniques that are working for firms and that you might consider implementing for your own company. Let’s get into it!
Philanthropic Responsibility
Philanthropic responsibility represents a company's duty to support local communities through volunteering, charitable giving, and community involvement. A variety of causes, such as social welfare, health, and education, can be aided by philanthropic endeavours.
Build-A-Bear’s CSR strategy focuses on their audience; children and families. Formed in 2004, the Build-A-Bear Foundation has donated over £22 million and 1.5 million furry friends to children’s charities around the world. Among the company’s main initiatives is the Build-A-Bear Foundation Literacy Programme, partnering with educators and charities to provide educational support to children. Build-A-Bear’s CSR strategy is a perfect example of how businesses can build a relationship with their target audience by connecting their brand with community support.
Environmental Responsibility
Environmental responsibility focuses on minimising the negative impact of a company’s operations on the environment. This includes measures such as reducing carbon emissions, waste and using renewable energy sources.
A company that focuses on environmental responsibility is AirUp, flavoured water bottles that convey flavour through scent. Given that they are constructed of recycled materials, AirUp's flavour-infused pods use up to 88% less plastic than single-use bottles. The bottle company has shifted its production to the EU, reducing the transportation distance by up to 15,000 km, and exports its products using packaging that is also entirely made of recycled materials.
Ethical Responsibility
Ethical responsibility refers to companies functioning with integrity, transparency, and principles. This includes following laws and regulations and ensuring that business practices align with ethical standards.
For nearly a decade, Starbucks has been verified as 99% ethically sourced. This has been achieved through Coffee and Farmer Equity (C.A.F.E) Practices, a program that protects the well-being of coffee farmers, their families and their communities. This ensures Starbucks can source its product while maintaining a positive ethical impact. As a result of this, Starbucks was named one of the world’s most ethical companies in 2021 by Etisphere.
Humanitarianism
Humanitarianism refers to companies promoting human welfare, donating their time or money to causes such as fighting poverty, delivering medical aid or helping people affected by natural disasters, such as hurricanes and flooding.
For many years IKEA has focused on promoting under privileged groups and countries. Last year, IKEA and its national charity partner, Shelter, launched ‘Real Life Roomsets’ in its stores across the UK to raise awareness and highlight the reality of poverty and homelessness. Since 2012, the furniture company has collaborated with social businesses across Asia to create long-term opportunities and improve the livelihoods of vulnerable groups in their communities.
Diversity Equity Inclusion Strategy
Diversity, equality and inclusion (DEI) strategies are designed to create a culture of inclusion in the workplace. It sets out plans for growing the organisation's diversity and creating an environment that allows for everyone to succeed.
Ford is one of many companies that has demonstrated a commitment to DEI. The company has created employee resource groups for teams to connect and create an inclusive workplace. This includes Women of Ford, a group that promotes inclusion and equality as well as providing empowerment and development of women in the workplace.
Since opening our doors in 2013, we have and continue to run CSR campaigns for some amazing companies. If you’d like to talk about a CSR programme for your business, get in touch with us via alex@neighbourgood.net or give us a call on 02895 622600.
