This article from Jakarta Globe discusses a little more on the ROI of corporate social responsibility by focusing on two main companies: Ben and Jerry’s and The Body Shop. We’ve discussed Ben and Jerry’s socially responsible efforts via HHR partner Greyston Bakery in this post here. Through the efforts like their partnership and other initiatives, Ben and Jerry’s brilliantly combined business practices with social responsibility, earning them a mantra of a company with a social purpose.
The Body Shop took similar steps in social responsibility, a company that primarily sells beauty products. What separates them from other beauty product companies? The Body Shop not only makes their products from all natural ingredients but they also take a very strong stand against using their products for animal testing. This proves beneficial for their customers because they feel good about using Body Shop products. They have the confidence knowing that the product they are applying is all natural and has not been mis-used or tested inappropriately in any way. The same for Ben and Jerry’s. When people eat a scoop of Ben and Jerry’s, they know that they are helping support a greater social cause.
Both of these companies are prime examples of organizations that looked beyond the short term profit and looked long-term into their success. Their brands have been enhanced because they do not only make good products but are also good neighbors, raising their appeal among buyers. Looking at the success of The Body Shop and Ben and Jerry’s, it should be obvious that more companies would want to invest into socially responsible initiatives, whether it be in their products or even utilizing CSR into your employee recognition programs.
How is your company utilizing CSR?