How do brands expose their corporate social responsibility, and how do consumers react to it?

Corporate social responsibility is getting central attention in every business. As globalization accelerates, corporate are realizing the need for restructuring their business with more focus towards social ascription. Each business has their own way of expressing their concern towards the wellbeing of the society. The action that is gaining momentum during the recent past is a brand affiliated towards a social cause.

Selling more than just a product:

Beth Doane, Founder, Andira International & RainTees believe that ethical manufacturing practices involve respecting and protecting humans, as well as nature. "Ethical manufacturing ensures that both humans and natural resources are protected and respected throughout the entire manufacturing process. It often means the use of fair-labor and fair trade practices and environmentally conscious and/or organic materials. It's hugely important today due to the high demand of endangered resources and millions of people employed in the manufacturing industries".

Consumers are the decision makers of the brands they purchase. When a brand is associated with a social cause, it provides a positive and measurable influence. A survey by marketing charts.com undertaken in nine countries state that, approximately 85% of the consumers are willing to switch their brands, provided their buying decision would make a significant contribution in changing the world of tomorrow. The study further reveals that 55% of the consumers are also willing to help the brand and promote its product, if it supports a good cause.

A distinctive feature of cause marketing is the social contribution of the corporate to a designated caused. This is tied with the customer's participation in revenue generating transactions with the brand. It helps brands to enhance their social responsibility, deepen employee loyalty, and build or strengthen their business partnerships. Consumers on their part shop with a cause in mind, and give strong support to brands that support a social cause. They go a step ahead, and also recommend others as well.

The Social Affiliation:

Big brands have a long and successful history of associating themselves with a social cause. Brands that choose to align themselves with a social cause have a better and stronger influence among the customers than those brands which have not. Apparel brand EDUN's campaign is focused on employing citizens in Africa for making organic apparels. Brand One Hundred Apparel donates 100% of its profits from their clothing line to their non-profit partners who work for building clean water systems. Brand cure apparel works with a mission to raise awareness about diabetes, and support the affected people.

For every tee sold, a tree is planted by apparel brand Rain Tees. While talking about their service mission Beth says, "RainTees mission is reforestation and for every tee sold, a tree is planted in a critically endangered area of the world through our charity partner, Trees for the Future. Trees for the Future has planted nearly 65 million trees since 1988, and helped thousands of communities in Central America, Africa, and Asia improve their livelihoods and environment through cutting edge agro forestry and reforestation projects. Each year, these trees remove over one million tons of CO2 from the atmosphere. "

Points for consideration:

Care should also be taken, when a brand steps into promoting a cause. For instance; a cause cannot turn a brand into something it is not. The cause must also relate to the business; significantly. Affiliation to a social cause would not be a solution for a brand whose reputation is badly damaged. If a brand associates itself with a social cause which is supported by many other brands, then it should make sure to create an impression in the consumer's mind regarding its own identity.

Apparel brand RainTee is handmade in US, and includes the artwork of children from the economically backward countries. Beth states, "Every RainTee is handmade in the USA and features original artwork created by children living in countries facing environmental destruction, poverty, and little or no access to education. RainTees began by donating school supplies to children living in endangered rainforests and now we work with children in need all over the world. "

Branding progammes with a cause offer manifold social benefits. It would enhance corporate brands, customers, employees, communities, suppliers, and officials. Beth says, "Today we work with non-profit partners in over 38 countries, donating thousands of school supplies, and currently operate a pen pal program linking fans with thousands of at-risk youth in developing nations in need of emotional and educational support."

The biggest catalyst for people to go eco-friendly would actually be the intimidation of global warming, and the awaiting danger. Beth supports the same notion by saying, "It's great that more and more people are becoming aware of the need to become environmentally conscious, however I think the biggest catalyst is still ahead of us. It will occur when people in the 1st world are dramatically negatively affected by climate change and can no longer survive. By saving rainforests, we can actually control global weather patterns, locate cures to disease and learn from thousands of undiscovered plants and animals."

Brands aim at integrating social causes in their business strategies garner transparency of business operations, gain trust, and achieve new opportunities in emerging markets. Being socially good is a right way for brands to focus on big things, involve customer engagement, and bring a social change.

References:

1)     Marketingcharts.com

2)     Globalresearchatncc.blogspot.in

3)     Consumerinstinct.com

4)     Shopwithmeaning.org