Warby Parker and Toms are doing an excellent job in promoting a great brand image by utilizing the “buy one, give one” business model. On the other hand, other companies are accused of “greenwashing” or “throwing pennies at the third world.” How can corporate social responsibility (CSR) be used “right” to promote brand images even if it’s not part of your business model?
Warby Parker and Toms are doing real thing, ONE FOR ONE. Others are just trying to ride the wave, which is not cool. Even with ONE FOR ONE you can make profits long term.
Translating the mission, vision and values of your company into a customized community engagement strategy is the key to building lasting relationships. Capitalizing on them through a well-crafted communication strategy connects you with your clients, community and employees.
Research shows that companies who are involved in their communities:
o enjoy higher employee satisfaction and retention rates
o are viewed more favorably by customers
o increase market share from customers who switch brands to support a cause in which they believe
o help strengthen the community in which they serve, creating a betterplace to live, work and conduct business
o get more press coverage from what they do in the community than what they do as a company