Corporate Social Responsibility: Why Is It Important?
In today’s world, customers, more than ever, are finding it important to support corporations that reflect their values. You might find yourself doing the same and leaning towards brands that you consider to be socially responsible, whether it be through their contribution to society, the economy, or the environment. I definitely know I have my favorites (which I’ll get into later).
Corporate social responsibility (CSR) is a form of self-regulation that is carried out by corporations through strategies and ethically-focused techniques in order to create a positive impact on society. For example, Ben and Jerry’s participated in a variety of activism campaigns in 2019. These campaigns varied from creating partnerships with companies advocating for racial justice, to creating less of an environmental footprint. Ben and Jerry’s realized that CSR policies were necessary for their brand, due to a multitude of reasons.
Why is this important?
The most obvious reason why this is important is because it is one way for corporations to maintain a certain image to attract consumers. Who wouldn’t want to engage with a brand that aims to be a positive figure in society? The ethically-oriented events and strategies that a brand participates in will cause customers to think of your brand more often.
However, attracting consumers is not the only thing CSR accomplishes. It also creates a welcoming and positive environment for employees. According to The Cone Communications Millennial Employee Study, sixty-four percent of Millennials won’t take a job position if they believe that company does not have a strong enough CSR policy.
Who is doing a good job?
There are a lot of companies that are succeeding at CSR policies, and create a positive space for consumers and employees to be a part of. One of my personal favorites is Patagonia Films, which is a series of short documentaries on the Patagonia website that highlights outdoor adventure experiences and social issues.
My favorite short documentary they have made is called Voices for the Ocean. It is a five minute film about surfers who are advocating for environmental activism. This film not only delves into the lives of Patagonia customers, but it emphasizes the importance of saving the environment before it is too late. Another longer documentary that I am currently watching is called They/Them and it is about a rock climber’s journey through coming out as transgender.
Patagonia is also sustainably sourced, and donates one percent of their sales to nonprofit organizations that work towards stopping the climate crisis. They are a great example of a company that has implemented CSR policies in order to positively impact society, attract consumers from around the world, and make it a welcoming work space for employees.
The future of CSR
That’s enough of me fangirling over Patagonia… I encourage you to look into how other companies are working towards this goal as well. With Generation Z being the most diverse and socially conscious generation yet, CSR is proving to be a vital part of a company’s strategies and initiatives. Your next step is to show your support for these companies. Donate, volunteer, or spread awareness of their mission and what they are aiming to accomplish.
About Clare
Clare Quirin is a junior with a double major in Film and Video and Advertising and Public Relations. This is her second year on the GrandPR staff where she serves as an Account Executive. She also is on the NSAC team and is in Ad Club. Fun fact: Clare likes to ski, hike, and rock climb!