Tag Archives: Corporate social responsibility

United States Carbon: Benefits of Corporate Social Responsibility

benefits-of-corporate-social-responsibility

 

No longer is the term ‘Corporate Social Responsibility’ a novel idea amongst businesses. A 2011 sustainability study by MIT showed that sustainability, in the US at least, now plays a permanent part in 70% of corporate agendas.

Organisations such as Unilever haven’t simply been championing sustainable business as a form of corporate philanthropy. Since implementing their Sustainable Living Plan, they have increased growth and profits. Quite simply, doing good is good for business.

How have Unilever achieved this growth? By being a responsible, sustainable business, they have saved money (energy, packaging etc.), won over consumers, fostered innovation and have managed to inspire and engage their people.

Benefits of corporate social responsibility

The Unilever success story is well publicised, but it can be hard to identify with a business of such size. However, the great news is that even the smallest of organisations benefit when putting Corporate Social Responsibility (CSR) at the heart of their business.

Whilst profit may be the end goal for any business, responsible businesses have managed to attract more investors, reduced their risks and addressed stakeholder concerns. With there barely being a day in the news where a business hasn’t made an embarrassing error of judgement, more interest is being show in business demonstrating Corporate Social Responsibility (CSR).

The benefits from adopting CSR can be less obvious than say, helping the environment. For example, a survey from Net Impact found that 53% of workers said that “a job where I can make an impact” was important to their happiness. Interestingly, 35% would take a pay cut to work for a company committed to CSR.

Examples of corporate social responsibility

CSR isn’t about giving money to charity, or just asking people not to print emails for the sake of Mother Earth! First and foremost, businesses exist to make profit, and this isn’t meant to change as a goal. The reality is that no organisation operates in isolation; there is interaction with employees, customers, suppliers and stakeholders. CSR is about managing these relationships to produce an overall positive impact on society, whilst making money.

So how do you put CSR into action? Below are a few examples of what businesses around the World are doing.

Making ‘green’ fashionable: The Body Shop

The Body Shop forged a reputation as a responsible business long before it became fashionable. They were one of the first companies to publish a full report on their CSR initiatives thanks to founder Anita Roddick’s passionate beliefs of environmental protection, animal rights, community trade and human rights. The company has gone so far as to start The Body Shop Foundation, which supports fellow pioneers who would normally struggle to get funding.

Over 20 years ago the company set up a fair trade programme, well before the term ‘Fair Trade’ started to become popular on supermarket shelves. Of course, The Body Shop is famous for its anti-animal testing stance. Whilst this makes testing their products more difficult, especially in markets such as the USA and Japan, their position has created a loyal customer base. The results? From opening her first store in 1976, 30 years later Annit Roddick’s empire was taken over by L’Oreal for £652m, where it has continued to make annual profits of over £40m.

Putting the fun into CSR: Walt Disney

Moving beyond making cartoons, today the Walt Disney Company additionally owns the ESPN and ABC networks, holiday resorts and publishing businesses to name a few. The result is a lot of social and environmental impact, as well as the ability to influence a huge amount of people.

Importantly, Disney recognised that you can’t entertain a family on the one hand and then disregard the world and circumstances in which they live. Acting responsibly gives the company credibility and authenticity. Accordingly, they have set themselves strict environmental targets and disclose their figures in the Global Reporting Initiative which provides a comprehensive set of indicators covering the economic, environmental and ethical impacts of a company’s performance

Setting ambitious financial targets together with environmental performance targets may sound like an oxymoron, but Disney has managed to do this with initiatives such as running Disneyland trains on biodiesel made with cooking oil from the resort’s hotels. They also created the ‘Green standard’ to engage and motivate employees in reducing their environmental impact when working, having meetings, travelling and eating lunch. With more than 60,000 staff, the results are enormous when everyone is pulling in the same direction.

A clear example of financially benefiting from reducing environmental impact is made with this simply statistic: a 10% reduction in the corporation’s electricity use is enough to power the annual consumption of 3 of their theme parks. Whilst their CSR efforts may have taken a great deal of organisation, dedication and investment, 2012 was a record year for Disney’s profits.

Haagen-Dazs and honeybees

This might sound odd at first, but honeybees are an important part of the global food chain as they pollinate one-third of all the food we eat! With numbers lower than ever, this is bad news for companies such as Haagen-Dazs and their all-natural ice creams. To raise awareness, they created a website, started a social media campaign and donated a portion of proceedings to research.

As you can see, a campaign like works fantastically from a number of different angles. Not only is it helping society as a whole, in keeping with the company’s CSR goals, it helps to show a human side to consumers, which can’t hurt sales. In fact, research shows consumers are more likely to pay a premium for a product linked to a charity donation.

How can CSR translate to a smaller business? The issues are the same, just on a smaller scale. The key is to start by conducting a review of what impacts your business has. This could be from environmental issues (energy use, waste etc.), to how your employees are treated, your supply chain and the local community. Below is a look at some examples a small business would recognise, and could act on.

The environment

Even the smallest of office-based businesses can make big changes when it comes to the environment. When you consider an average office worker can use up to 11 sheets of paper a day, are you really reusing and recycling as much as you could?

A common lapse is forgetting to turn off your PC’s monitor come home time. Left on overnight, that is the equivalent of printing 800 A4 pages! Multiply that by the varying IT equipment in your office and you’re looking at a lot of unnecessary energy use.

The above examples ideally illustrate how thinking sustainability isn’t just good for the environment; it saves overheads and helps the bottom-line too.

Staff welfare

For a smaller business, extravagances can be hard to justify. However, happier staff doesn’t simply mean bonuses and pay rises.

What employees value is participation: do they get a fair say? Keeping staff updated on the business and inviting opinions keeps them motivated and loyal. Investing in them with internal and external training helps them do a better job and helps in retraining them, too. Would you rather invest less and have a poor performing, unmotivated team with a high attrition rate instead?

Community

You can incorporate your staff welfare plans with your aims to boost community relationships too. If you’d like to support a local charity, why not let your staff vote for their favourite? It’s now common for businesses to allocate charity days where staff get hands-on with their chosen charity, the effects going far further than monetary donation.

In uncertain financial times, employment rates are always an issue. Could your business offer part-time work or training to those in long-term employment, or students looking for their first work experience?

Finally, there’s the supply chain. Do you have a policy to purchase locally? With the internet opening up the world, it’s surprising how far away some suppliers are. Not only could sourcing locally boost the local economy, you’re helping the environment by avoiding unnecessary travel and consequent emissions.

It’s surprising when you break down your organisation’s activities to see how many people are affected by it. It’s also clear that CSR isn’t a cynical marketing ploy for big businesses; there are tangible benefits to be had by all. The key is not to treat CSR as an ‘initiative’, but to simply view it as the way you do business. Applying CSR is just redefining aspects of what you’re already doing; it needn’t be exotic or costly. Instead, start small and gain momentum.

To learn more about United States Carbon and our energy reduction technology that will help you become greener, cleaner, and more socially responsible please contact us at (855) 393-7555 or visit our website: www.unitedstatescarbon.com

United States Carbon: Harvard Business School Executive Education offers Corporate Social Responsibility Program

Increasingly, senior corporate executives must find new ways to address the social, economic, and environmental effects of doing business while balancing conflicting demands on their attention, time, and resources. Emphasizing the alignment of corporate social responsibility (CSR) with business strategy in large established companies, this program helps you define priorities, integrate social responsibility throughout your business, and build social and business value. You will strengthen your ability to define and implement powerful CSR strategies that position the firm, its reputation, and its way of doing business for enduring success.

What You Can Expect

Corporate Social Responsibility explores the challenges and opportunities of current CSR models, as well as the next generation of issues that senior business leaders will face. New frameworks and concepts will help you sharpen your program’s focus and integrate social responsibility throughout operations in order to position your enterprise for higher levels of success.

Your Course of Study

This intensive program focuses on the practices of large companies that have successfully created business and social value through focused, aligned, and integrated CSR programs. It provides the practical knowledge and insight you need to improve decision making, leverage partnerships, manage risk, and measure performance.

Who Is Right for the Program

The program is specifically designed for senior executives who direct corporate social responsibility programs or oversee departments such as public affairs, philanthropy, sustainability, environmental health and safety, or community affairs. Senior officers with profit-and-loss responsibilities will benefit from attending.

Social Enterprise Initiative

By integrating social enterprise-related research, teaching, and activities into daily life at HBS, the Social Enterprise Initiative plays a critical role in supporting the School’s mission to educate leaders who make a difference in the world. Visit the HBS Social Enterprise Initiative website for more information.

To learn more about United States Carbon and our energy reduction technology that will help you become greener, cleaner, and more socially responsible please contact us at (855) 393-7555 or visit our website: www.unitedstatescarbon.com

United States Carbon: Socially conscious: Companies share CSR best practices

Many companies are putting more of a focus on corporate social responsibility’s triple bottom line: people, planet and profit.  These economic, social and ecological values help measure an organization’s success and impact on its customers as well as the world.

Tactics interviewed communications leaders at a variety of companies to find out why CSR is more important now than ever and how they are conveying their socially conscious mindset to their clients and to the community at large. Here’s what communications experts from Ben & Jerry’s, Discovery Communications, Eastman Kodak and Microsoft had to say:

Liz Brenna, “PR Chick,” Ben & Jerry’s

Why is corporate social responsibility important for Ben & Jerry’s?
Ben & Jerry’s was founded on Ben’s principle “Business has a responsibility to give back to the community.” Giving back and being a company with values has been a part of  Ben & Jerry’s mission since day one. We have a three-part mission statement that encompasses our values and is a part of our daily business decisions.

How does your company display its socially conscious mindset to its customers?
Being an activist brand, we reach out through our campaigns, flavors, programs, values-led sourcing, social justice initiatives — leading with our values and the Ben & Jerry’s Foundation.

Why should organizations give back to their communities?
As Ben has mentioned in the past, business has become one of the biggest forces in the world, if not the biggest, and with that comes a huge impact on the world. Business needs to operate in a global society consciously and act as a responsible member of the world.  The real question should be: How isn’t it important?

Michelle Russo, Senior  Vice President, Corporate Affairs and Communications, Discovery Communications

Why should organizations give back to their communities?
The communities where Discovery has office locations are the communities where our employees and their families live and work.  Volunteering in schools, providing assistance to in-need individuals, promoting HIV/AIDS and environmental awareness, and supporting local community organizations and causes are ways that Discovery and its employees give back.  These types of activities are important to ensure that our employees live in thriving communities so that Discovery can continue to attract the best and brightest to work for the company.

Although our worldwide employees give back throughout the year, this year, in honor of Discovery’s 25th Anniversary, we are having our first global volunteerism day — Discover Your Impact Day — with 3,000 employees participating in 40 locations and 145 projects around the world.

What role is social media playing in your CSR efforts?
Social media is playing an increasingly important role in Discovery’s CSR efforts. Facebook, Twitter and the recently launched Discovery Blog provide additional platforms for Discovery to raise awareness about its CSR efforts, to generate discussion among viewers and to provide a community for those who want to get involved.

Karen Bergin, Senior Director of Corporate Affairs and Citizenship, Microsoft Corporation

Why is corporate social responsibility important for Microsoft?
It’s fair to say that Microsoft has a culture of social responsibility, which was ingrained by the company’s founders in 1975.

Since that time, the company has [had] a strong commitment to giving back both through cash and in-kind donations ($3.9 billion since 1983) as well as through technology, partnerships and our people.  There is no question that business today has a clear responsibility to participate and contribute in a positive way in our communities.

The key is to focus on ensuring that CSR activities are aligned with the business — this ensures that it is both effective and sustainable.  We recognize the importance of CSR: It contributes to our business by helping us learn more about how people all over the world use technology; it is demanded by our staff.

How does your company display its environmentally friendly and socially conscious mindset to its customers?
Environmental sustainability is a long-term business strategy at Microsoft and we are focused on creating software and technology innovations that help people and organizations around the world improve the environment.

We continually work to reduce the impact of our operations and products and partner with global environmental organizations, experts and academics to pursue ways to use technology to help accelerate the transition to a cleaner, more energy efficient economy.

Why should organizations give back to their communities?
Fundamentally, companies have a responsibility to the communities in which they operate. First, a company’s most important asset is its people, all of whom are part of that community. Second, a company’s key stakeholders — including customers, partners and investors — expect responsible leadership and active participation.  And finally, companies can actively learn through corporate social responsibility.

For example, our products include direct feedback garnered from people in communities around the world.

What role is social media playing in your CSR efforts?
Social media is presenting exciting new opportunities for connecting and engaging with people. It is especially relevant for CSR [because] people like to have a direct dialogue with the company. It enables us to tell interesting and compelling stories in new ways. However, social media must be tightly integrated with traditional communications and directly aligned with core objectives. Rather than treating social media as a distinct activity, one needs to think about it holistically.

Christopher Veronda,  APR, Manager, Corporate Communications, Eastman Kodak Company

Why is corporate social responsibility important for Kodak?
At Kodak, we use the term “sustainability” and define it as encompassing the triple bottom line of economic, social and environmental success. It’s about doing well and doing good. In other words, being a successful company and a company that contributes to the advancement of society should be viewed as complementary and synergistic goals.

How does your company display its socially conscious mindset to its customers?
Customers are increasingly bringing up sustainability in their conversations with us.  They want to know about innovations that make us better stewards of the world’s resources so that they, too, can become better stewards.

One recent step we took was the introduction of a green and yellow leaf logo to identify environmental improvements or programs unique to Kodak.  The logo will also appear in tandem with the tagline “Kodak Cares” in communicating about corporate sustainability and environmental initiatives.

Why should organizations give back to their communities?
Kodak has a long-standing tradition of giving that dates [back] to our founder, George Eastman, who gave away much of his fortune during his lifetime with a particular focus on higher education — including historically Black colleges. In our headquarters of Rochester, N.Y., he founded what has become one of the most successful United Way drives worldwide. Eastman established the tradition that giving to the community, especially to its youth, is an investment in tomorrow.

 


 

Making PR socially responsible and sustainable

Green Earth PR Network brings together consultants across the country who work with organizations to integrate green practices into B-to-B and B-to-C communications.

The consultants at Green Earth work with clients who are “committed to sustainability’s triple bottom line, whether they are leading or starting that journey,” says Nancy Rogers, founder, Green Earth PR Network. “Our portfolio and pro-bono work, along with our business operations and lifestyles reflect this position, as do our tweets, our blog and our daily business decisions.”

Social media plays a big role in the company’s CSR efforts too. These platforms can help expand messages exponentially to audiences that may not be reachable through traditional media outlets, says Louise Mulherin, founding consultant, Green Earth PR Network. “Such tools should amplify — not replace — those traditional forms of outreach,” she says, stressing that it is critical that CSR-related messages are authentic, transparent and supported by the organization’s actions.

“In an increasingly competitive marketplace, consumers are looking for companies that not only produce a quality product or service, but also reflect their own values,” says Mulherin. “CSR must be viewed as all encompassing — from the way a company does business to how it treats employees, the environment and the local community. It’s an all-or-nothing proposition, not a PR program of the month.”

Mulherin adds that from the client standpoint, it’s important for B-to-B companies to have a presence in the local community. Clients should develop outreach programs and partner with local organizations to engage the local community, while reflecting the company’s overall ideas on social responsibility. Rogers agrees that it is important to give back. “As individuals and organizations, we are members of our community, whether at the neighborhood or global level,” she says. “We cannot forget — it’s one world and we’re all connected. We influence and impact the future both by the opportunities we follow and those we miss.”

To learn more about United States Carbon and our energy reduction technology that will help you become greener, cleaner, and more socially responsible please contact us at (855) 393-7555 or visit our website: www.unitedstatescarbon.com

United States Carbon: Brand Identity & Communications

Conscious companies learn how to tap into the power of positive human emotion in their culture, brand and category … in the process providing the kind of leadership and example that makes the world a better place.  Corporate Social Responsibility and Green Business Practice reporting are now performed by 75% of the Fortune 500.  9 out of 10 CEO’s in large corporations now know that “Sustainability Matters“.  Large companies understand that key stakeholders are evaluating the company’s citizenship profile.  Good corporate citizenship engenders brand affinity & loyalty while unconscious business behavior is more readily uncovered and punished as web communications have made all businesses more transparent.

An Empathic Understanding of Consumers & Employees

Conscious companies are aware that there are many potential levels to human relationship building.  They are aware that “regard” for people and the planet is a form of hidden energy.  They understand that human beings are emotional beings that respond to demonstrations of passion, heart, integrity and of values and virtues that speak to human potential and making the world a better a spectrum place.

To learn more about United States Carbon and our energy reduction technology please contact us at (855) 393-7555 or visit our website: www.unitedstatescarbon.com

United States Carbon Services And The Conscious Company

United States Carbon runs a unique energy and waste reduction program that also creates a significant balance sheet asset over time. Our services provide …

  • A Business Sustainability Plan that addresses key energy issues and suggests self-funding improvements across the entire business.
  • A Conscious Company road map that guides a client through a step-by-step process in order to bring about successful outcomes in the areas of people, planet & profits.
  • Our energy savings and asset accumulation roadmap will enable your organization to achieve a 10% – 50% decrease in energy costs year after year and a triple digit ROI over the life of the project.
  • Our programs will allow for you to discover and amplify your brands Corporate Social Responsibility profile resulting in greater affinity with eco-conscious consumers.
  • Our unique diagnostic framework provides your organization with the tools to evaluate how your energy resources can be used most effectively to achieve the greatest financial and environmental improvement results.  It is possible to streamline your business costs and help the biosphere both at the same time.  Let us show you how.
What is a Conscious Corporation?

Conscious Corporations are those seeking awareness of the effects of their actions and implementing practices that benefit people, the planet & profit.  The conscious business movement, which emerged from the theory of corporate social responsibility, pushes for economic values where values represent social, environmental & economic concerns on global and local scales.

The Conscious Corporation – Business Principles:
Doing no harm

It is generally agreed upon that the product or service of a conscious corporation should not be intrinsically harmful to humans or the environment. However, it is possible for such a business to be taking part in the conscious business movement if it is taking conscious steps to be more aware of its social and environmental affects, and to adopt more beneficial social or environmental practices.

To learn more about United States Carbon and our energy reduction technology please contact us at (855) 393-7555 or visit our website: www.unitedstatescarbon.com