The Evolution of Corporate Social Responsibility Programs
By Kat Eckles, Co-Founder of Clean Juice
In today's rapidly changing business climate, especially those serving the general public, corporate social responsibility (CSR) programs are no longer an added benefit. They are a requirement.
In the past, companies created and bolstered CSR programs for public relations purposes. The goal was to project a more positive image to increase customer loyalty with the ultimate goal of increasing bottom lines and satisfying shareholders. While that’s inherently important, CSR programs have to be much more than that. They have to be authentic, real, and cleverly woven into the cultural fabric of a brand to be meaningful and fruitful. This truth about CSR programs can have a significant impact on the business from an employee retention and acquisition perspective, as well as driving new guests.
A recent Mintel study found 73 percent of Americans take a company's charitable giving into account when deciding what to buy. The charitable programs a brand supports, whether championing animal rescue, protecting the environment, or supporting local and global initiatives fighting issues such as poverty, clean water, hunger, or blindness, impact consumers' purchasing decisions. Furthermore, many individuals will gladly pay a premium for products they already love, knowing that part of the profits will be channeled to support social causes of meaning.
Introducing CSR programs to boost a bottom line is important, but it is no longer the driving force. The needle has shifted, and public perception along with consumer attitudes are helping companies move in the right direction by raising expectations and identifying with brands that support causes that are meaningful to them. Setting profitability and consumer expectations aside, programs must be designed with authenticity and direct meaning. Additionally, CSR initiatives should be deliberate in creating positive, interactive experiences that engage the community, existing customers, employees, and partner affiliates (like suppliers, etc.).
All CSR programs are positive, but some of the best CSR programs are diversified to engage locally, nationally, and globally while connecting back to a brand's core values. That doesn't mean all brands should create CSR programs reaching all three levels immediately. As mentioned before, CSR programs reach a more meaningful level when it is authentic and aligns naturally with a company's brand identity and product offering.
At Clean Juice, social responsibility is and always has been a foundational element of our company. Our company's core values and mission to provide a truly healthy organic product in our communities align with the faith-based business philosophy that is a big differentiator for us. Our main philosophy originates from scripture 3 John 1:2 "Healthy in Body, Strong in Spirit," and is at the core of everything we do. Our mission to offer healthy, clean, USDA-certified organic food and beverage offerings align directly with that philosophy. Our CSR programs align the same way and are created as a mission of impact to promote and educate on the benefits of being healthy, physically and spiritually, and engaging with the communities we serve. But more than anything, Clean Juice engages in CSR programs because we want to, not because we have to or because we think it makes good business sense. This desire to serve impacts the way we interact with guests, with Franchise Partners, vendors, and more...and that’s been a key to our early success.
As an example, we recently launched our Quarters for Kids program nationally after piloting the program in Orlando, FL, and Charlotte, NC. In partnership with the Make an Impact Foundation, the Quarters for Kids cause marketing program invites our guests to add a quarter to their final check at the point of sale, which goes directly to community-minded projects to help underprivileged children specifically as it relates to living well. Our first project involved the development of a children’s playground and renovation of a community sports field/courts at the Huntington Green neighborhood in Huntersville, a suburb of north Charlotte. During the project, members from our corporate office visited the site and participated in completing the project.
Another excellent example of a franchise with meaningfully aligned CSR programs is Chick-fil-A. A faith-based company based in Atlanta, GA, Chick-fil-A, engages in a giving philosophy of goodwill and passion for supporting youth programs and addressing education, homelessness, and hunger. Chick-fil-A's Shared Table program aims to fight hunger in local communities, educates on reducing food waste, and engages with local soup kitchens, shelters, and community non-profits.
CSR Amid COVID-19
Today, we all have to consider the effects that COVID-19 is having on our lives, our families, and our businesses. Ultimately, it is a collective responsibility to band together to combat this global pandemic. Business owners alike must do what they can from a product offering standpoint or CSR programs to help mitigate the effects of COVID-19, and when possible, help prevent further sickness from spreading.
At Clean Juice, we are fortunate to have built a successful quick-serve restaurant brand offering food and beverage products made from clean, healthy, immunity-boosting organic ingredients. Eating healthy can give people a boost toward a stronger immune system to fight this pandemic. We not only serve clean, organic foods, but are actively involved in educating the public on the benefits of making healthier food choices as part of an overall diet.
There are some other great examples of companies (some franchise brands) going above and beyond to help communities and staff members affected by COVID-19. Many technology companies have stepped up to ensure internet access is available to all people to support education, with many schools under lockdown and trying to run full educational curriculums remotely. Starbucks has launched an initiative to provide mental health counseling for its team members to acknowledge and address the difficulties of service industry employees remaining on the frontlines of the pandemic. Staff members across the service industry are working to not only keep stores open for customers but to keep working to survive financially through this global health crisis.
Creating a meaningful portfolio of CSR initiatives provides a significant circle of wins. The impact of your company's actions will make a difference and help shine a light on an issue that may be important to others, inspiring them to get involved. Today, it is imperative for companies to engage with communities they serve locally, nationally, and worldwide. Launching a meaningful CSR program will not only appeal to socially conscious consumers and employees but can also make a real difference in the world, and put simply, it is the right thing to do.
Kat Eckles is a woman of faith, dedication, commitment, and true vision. She graduated with a Bachelor of Science in Psychology degree from Wilmington University, where she met the love of her life and future business partner, her now-husband, Landon Eckles. Kat became an avid health advocate and changed the diet for herself and her family. Through this process, she and Landon conceived the idea of Clean Juice, built on the biblical verse 3 John 1:2 "Healthy in Body, Strong in Spirit." Today, Kat is the Chief Visionary and Branding Officer for Clean Juice, the nation's first USDA-certified organic juice bar and franchise QSR eatery. For more information and franchise opportunities for International Franchise Association (IFA) franchisor member Clean Juice, click here.