In this new era of social responsibility, selling a good product or service is no longer enough to attract today’s socially conscious shoppers. If your business or brand doesn’t stand for a cause, consumers may look the other way to your competitors. And we’re not talking about a one-time donation or putting in an hour of volunteer work every year.
Social responsibility can encompass a wide variety of tactics, from giving nonprofit organizations a portion of a company’s proceeds, to giving away a product or service to a worthy recipient for every sale made. Companies that practice social responsibility as part of their everyday business model prove that a dedication to charitable initiatives goes a long way, both for the cause and their reputation. Studies show that 88% of consumers would buy a product with a social or environmental benefit, and a surprising 84% would tell friends and family about a company’s CSR efforts.
Let’s take a look at a couple of local businesses in Washington, D.C. that is efficiently practicing social responsibility…
The infamous Georgetown Cupcake regularly participates in neighborhood and community events in the Washington DC region and supports numerous local and national charitable organizations and foundations, in particular charities that focus on women’s and children’s health issues. Since opening in 2008, Georgetown Cupcake has donated tens of thousands of cupcakes to charitable causes.
Let’s not forget about Busboys & Poets. If you’ve been to Busboys and Poets, then you knows its founded on the notion that a restaurant can offer more than just food and drink. Busboys & Poets view a commitment to environmental sustainability as an ethical obligation that they have to their surrounding neighborhood and the world. Not only are their products friendly and offer an organic menu, but they host a variety of environment-related events that provide a platform for members of the community to come together, discuss and learn about environmental causes and issues.
These local businesses are just a few of the countless examples of successful socially responsible companies in the Washington, DC area. Social responsibility creates a landing place in the minds of the target consumers. It not only caters to the brand equity awareness among the consumers but also leads to a positive brand image in the minds of the [potential] consumers. By creating content around a cause, issues and efforts a company supports, brands can demonstrate their values and better connect with consumers who share those same values.