Social Responsibility is a Strategy

Corporate Responsibility in the form of Global Sustainability and Social Responsibility is a very hot topic. Many companies have taken on the opportunity to do the right thing and improve the communities where they live. I was always proud of the work P&G did to continuously grow Cincinnati (as well as many geographies around the world).

Corporate Responsibility is a Brand function. In many respects, it should be called Brand Responsibility. Every Brand should have a Social Responsibility strategy. A strategic pillar that aligns the brand to a cause or charitable opportunity that not only provides value to the community but also makes sense with what the Brand is about. Patagonia could have aligned itself to many different worthy charitable organizations however it chose to support environmental non-profit groups. The cool thing about their social responsibility is that it is part of the Brand’s DNA.

Social Responsibility should be part of the brand’s DNA. It should be woven into the fabric of the brand rather bolted on to the exterior. Many companies do many good things however they are not part of the brand and therefore they do not get associated with the brand. Patagonia and the environment are tightly linked. They benefit and so does the environment. It is not a publicity stunt. It is authentic. It makes sense that the brand of outdoor apparel supports the environment. Customers link them together. Customers reward Patagonia for its Brand support and Brand involvement in sustainability.

Newton’s Third Law of Motion states that every action has an equal and opposite reaction. In marketing, every action a brand makes, positively or negatively influences customer perceptions. A Brand is perceived not just by what the Brand says, but also by what the Brand does. More and more companies are embracing charitable giving as part of their business practice. More and more brands are including corporate giving into its marketing executions. We see Pink Ribbons on boxes all the time. Charity logos on Brand communication materials. Corporate give backs to charities to incentivize Brand purchases. Although these types of executions are helpful to the charities and can drive incremental purchase, they do not strategically link the brand to the social responsibility. Consumer are also hit with so many of these types of giving executions, they are becoming less and less impactful.

I pride myself on working with Brands, emerging and existing, in developing strategic Social Responsibility platforms. CycleBar is a premier indoor spinning studio franchise. I developed a CycleGiving platform where each franchisee can create their own relationships with community charities while we created a national relationship with the American Heart Foundation. CycleGiving was one of the pillars of the brand and a main driver of franchisee acquisition as well as a major lever for new triers for the franchisee. Another example is Fueled Collective, a new co-working space/ social club. For them I created Fuel Good, and opportunity for local charities to leverage the gorgeous space for fundraising opportunities without having to pay room rental charges. The benefit was greater fundraising revenue to the charity, and more people coming in to see the Fueled Collective space and amenities. These strategic pillars create win-win scenarios that create giving sustainability.

“Creating value for humanity should not be an afterthought but a core business strategy” Anonymous.  Every brand has the opportunity to build community impact into its platform. I’ve worked with several brands to make giving an equity building strategy rather than a tactic. It works and it’s the right thing to do.