CSR: Who’s Getting it Right?

The NextWomen is happy to be able to provide information on Corporate Social Responsibility through knowledge partner Ladbrokes.

Every business which has designs on being successful needs to exhibit a caring side – that there’s more to what they do than selling products for profit. Corporate Social Responsibility (CSR) is vital for all firms because it shows that they’re willing to support a worthy cause and that they’re not entirely motivated by money.

Some of the most successful businesses in the world have a commitment to good CSR, one of them being giant UK supermarket chain Tesco. Recently, they announced that they were to work with Cancer Research UK, a deal which would see them receive substantial donations and publicity on the Tesco website and in their stores.

In a similar vein, Ladbrokes Bingo showed good CSR when deciding to lend their support to the Breast Cancer Campaign. By giving their backing to the charity, they will receive donations and show that they’re supporting the fight to beat breast cancer, a cause that millions of people will back whether through personal experience or general empathy.

Charity begins at home

CSR doesn’t just have to involve backing a charity. It could come in the form of a campaign such as tackling obesity or talking about using local produce. Many supermarkets including Sainsbury’s, who until recently had celebrity chef Jamie Oliver star in numerous advertisements for them, have focused on both issues, as well as the environment.

Supporting local communities is another good example of CSR.

It could be funding social enterprises, mentoring groups on how to work successfully or even by hiring people who might otherwise have difficulty finding work. Jamie Oliver did that when opening a restaurant in the UK, taking on underprivileged youths as chefs.

To try and show that they’re doing good, companies try to show good CSR by putting something into their local communities. Investing in local amenities such as the library or health centre would be a good gesture, while offering expertise to the nearest school have all be done in the past.

A sprinkle of stardust

Celebrity endorsements, often working in tandem with CSR can help to give any company a veneer of respectability. A prime example of this is fast food chain Subway, who in their UK advertisements has enlisted the help of Olympian gymnast Louis Smith to sell some of their healthier sandwiches. This shows that, among other things, they’re trying to sell healthy food.

Having a big name promote your product is every bit as important as having a good CSR policy.

Celebrity endorsement is a tactic that many big names have used in the past with huge success, especially one that has received plenty of good will. When getting a celebrity, it’s important to choose someone who’s popular for the right reasons.

A combination of CSR and celebrity endorsements can really help to boost your business. It shows that you’re making an effort, and by doing good in the eyes of the consumer, they’re more likely to buy your product, especially if it’s for an issue which you hold close to your heart like cancer or the environment.

This article is made possible through Ladbrokes. The NextWomen is not responsible for the views or opportunities expressed in this article.

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