February 11, 2021 in People and Culture, Social Impact
No two Corporate Social Responsibility programs look the same. This can make it difficult for an organization looking to build their program from scratch to get started. Which path should you take? What are your program's goals? How will it be implemented day to day?
There is no cookie cutter template that will work for every business and although Darwin Pivot clients benefit from hard data backed decision making it can still be challenging to visualize your program's potential. That said, we can look to examples of successful CSR programs from major global brands for inspiration.
These examples of corporate social responsibility show what a dedicated group of people can accomplish for their brand through positive social change.
Real Examples of Corporate Social Responsibility
Levi's CSR Example
In 2018, Levi's broke the mold of existing CSR programs by setting their sites on gun violence, a traditionally taboo subject. Why did they decide to take on gun violence? They listened to the people most important to their brand success, their employees.
With the support of Levi's CEO, the denim manufacturer launched a $1 million grantmaking fund, matching every employee donation to organizations working to combat gun violence and allowing their staff five hours a month to dedicate towards the cause.
This program led to a resounding positive response and attributed to a massive spike in revenue the following year.
CVS's CSR Example
When pharmacy giant, CVS, decided to initiate a corporate social responsibility program they didn't have to look too far for a cause that fit with their culture and their brand identity.
Cardiovascular disease is the number 1 cause of death among Black, Native American and Hispanic people, as well as for White men. As a leader in the health industry they believed it was their responsibility to create an initiative to fight heart disease.
CVS is raising awareness as the national presenting sponsor of the American Heart Association Go Red for Women movement as well as through their health equity initiative, working with physicians, patient support groups, community leaders, faith-based groups, health systems and academic centers to reach vulnerable populations.
They also began offering free local screenings, improved access to care, and optimizing treatment for heart related illness.
Learn more about CVS heart health care and services on their website
Nike's CSR Example
As one of the largest sports equipment manufacturers in the world with sponsorship ties to athletes such as Michael Jordan, LeBron James, and Simone Biles, Nike has built itself into a platform for elevating black voices.
Prior to the wave of Black Lives Matter protests in 2020, few brands were discussing racial inequity in society but Nike was. Shortly after the death of George Floyd the sneaker brand, along with subsidiary brands, Jordan and Converse, committed $40 million dollars to address racial inequality in the US. This included funds to the NAACP Legal Defense Fund and the Equal Justice Inititative.
Many pundits and people were critical of Nike's bold stance, some claiming it would hurt the brand and alienate their base. This has been far from the case as Nike saw an increase in sales and a more favorable brand image.
For more on Nike's push for Diversity, Equity, and Inclusion you can visit their website.
Lyft's CSR Example
In the wake of President Donald Trump's 2018 travel ban, many US companies began reflecting on the relationship between cultural influence and responsibility. In the case of Lyft, the ride sharing app, they looked to their diverse base. Lyft's users, both passengers and drivers, are culturally diverse with a heavy proportion of immigrants many of whom were disproportionately affected by the ban.
As any profitable organization would, they took the opportunity to show their stakeholders where they stood on the divisive issue. Lyft began their partnership with the American Civil Liberties Union (ACLU) and developed a comprehensive program focusing on building inclusion & Diversity and Fighting for racial justice.
According to ACLU Director of Strategic Partnerships Danielle Silber, consumers generally don’t engage with brands because they want to be lectured on social issues, but they do trust these brands to understand that a piece of their personal identity is political and are willing to engage in experiences that positively reflect this identity.
For more on Lyft's devotion to civil liberties you can visit their website.