CSR (corporate social responsibility) has been rising on the business agenda for some time. Once CSR simply meant a company’s pledge to take responsibility for its impact on society. It was seen as an afterthought, something to wheel out when crisis struck.
Today, CSR has evolved into a far bigger beast (a silverback gorilla type of beast, perhaps). Now it is a company’s duty to have a meaningful, positive impact on humanity, community and society at large. This places CSR at the heart of a business’s environment, customers, staff and profits. These days CSR is anything but an afterthought.
Go global, think local
The modern consumer is inundated with choice and looks far beyond convenience and price. He or she wants brands that are actively making the world a better place. Is that so much to ask?
There are plenty of companies that are giving it their best shot (and getting it right). Top of the Reputation Institute’s top CSR companies list are Google, Microsoft, and Disney. All three organisations are transparent, savvy and socially responsible, but all three are also industry giants. So where does that leave the rest of us?
If you take the example of Ben & Jerry’s, the outlook is bright for any company serious about CSR. When Ben Cohen and Jerry Greenfield founded their now infamous ice cream company, it was based upon socially-responsible principles. For example, CEOs never earned more than five times the salary of the lowest-paid employees. And the company has never shied away from socially-charged issues such as climate change and child poverty. A lesson in getting CSR spot on, if ever we heard one.
Planet, people, profit
CSR will draw people to a particular brand and gives added value. According to a Nielsen survey, 55% of online consumers from around the world say they are prepared to pay more for products and services from socially- and environmentally-responsible brands.
When it comes to the views of Millennials, the results are even more significant. A study by ConeComm revealed that more than nine out of ten Millennials would switch the brand they buy to one associated with a cause if given the option.
Technology allows them to search for a company’s CSR record whenever they choose. If they find anything they don’t like, they will take to social media to spread the word. All they ask for is that brands reflect their own values.
You care, so we care
Here at Go Ape, we’re committed to giving something back. We work with a number of charities, supporting them in the vital work they do. Perhaps being surrounded by nature reinforces the importance of our social responsibilities, or maybe we just want to have a positive impact on the world; either way, your community matters to us, and we believe it’s the right thing to do.
CSR may not solve all the world’s problems, but it makes our business a more authentic, socially-aware, and environmentally-responsible operation.
Not bad for a bunch of fun-loving gorillas.
Does your team fancy a trip to the tree-tops? Encourage your Tribe to conquer a Tree Top Adventure together. You can request a quote for a Team Day Out right here.