There appears to be a growing increase in business social responsibility and consciousness. They offer discounts on their goods or services in exchange for donations to worthy causes, or sponsor projects to support the needy or disadvantaged. I wonder if this is a fad or a new way of doing business.
I received an email from Stein Mart promoting Dignity U Wear, a national non-profit in Jacksonville, Florida that provides new clothing to needy families. Deutsche Bank promotes “Undie Sunday” where they mobilize organizations to collect brand new underwear for children and families in need.
This type of social responsibility and consciousness is not only good for recipients of these services, but for the businesses that sponsor them. It makes them appear more human in the eyes of consumers, not just some corporation solely out for money and profit. For some, this may be another form of marketing, but for others it’s a part of their company culture and a genuine way of giving back to the communities that help make them profitable.
On my shopping experience at the grocery store this week, I was pleasantly surprised to hear an announcement over the loud speaker encouraging consumers to donate to the earthquake survivors of Haiti through their registers. It was heartening to hear that Kroger was making such an effort to support the victims of this horrific earthquake.
I know there are skeptics out there that cite the many scams that spring up when disasters such as this strike; however, there are many creditable organizations such as the Red Cross, Doctors Without Borders, World Vision, Habitat for Humanity, Samaritans Purse and others that have a long track record of support for victims of catastrophic disasters.
We know that businesses can write off advertising expenses, but I still contend that the more socially conscious companies are likely to see an increase in their bottom line and public image, as consumers come to view them as businesses with a heart for those in need.
Whatever the reason, I’m happy to see more businesses extend a helping hand. It does make me more likely to shop there, even if I’m not a regular customer, just to show support of their cause.
• 5.0% for loans without their 2.5% down payment assistance grant
