CORPORATE RESPONSIBILITY
Many companies incorporate what is known as, corporate responsibility. Corporate responsibility is a company’s initiative ranging from philanthropy, to legal compliance, to social and environmental programs. Sometimes the consumers will purchase a product for the sole reason that a company supports a cause that they are passionate about. In fact, this Christmas CVS is offering a certain percentage of proceeds to go towards the Cystic Fibrosis Foundation if you purchase one of the selected Christmas movies. My family is passionate about this cause and therefore chose to purchase the movies their verses any other store that sells them. This company is using corporate responsibility. Sometimes this could come off as a marketing deploy and could back fire on a company but typically its positions the company in a good light.
Another company that I know who uses corporate responsibility is Starbucks. I will admit that I have a slight addiction to this place so I have received many amounts of cups from this company. Every time I received a Starbucks cup it has a statement that says that because I am choosing Starbucks I am helping to keep farmers who are good to their workers in business because Starbucks is committed to only buying ethically traded coffee. To some people this may be the number one reason that they go to Starbucks over another coffee shop.
The Susan G. Koman and the breast cancer movement is another method of social responsibility that many companies use. I know that it is something I quickly spot when out shopping some of their corporate sponsors are Dove, Guess, Stein Mart, Frito Lay, Walgreens, Kimberly Clark and KitchenAid, among many others. Studies show that many of these companies see a spike in sells during the time that the “pink ribbon” is displayed on their products.
I think corporate responsibility is generally a good thing for companies to incorporate, it shows that the business is concerned with society and that they are willing to give back to something that they believe in. Check the products you buy, you never know what you might be supporting!
