5 examples of effective Corporate Social Responsibility

People are now more aware than ever about the implications of their choices and the importance of making ethical decisions. They have higher expectations of themselves, their workplaces, their governments, the charities they support, and the businesses they receive goods and services from. This means that a sound Corporate Social Responsibility (CSR) approach is more valuable than ever.

Businesses are recognising the shift towards conscious consumerism and are exploring their role in the current societal landscape by examining their broader responsibilities to the communities in which they operate.

The concept of CSR continues to define the how, why and with whom, when it comes to businesses’ partnerships with charities, NFPs and NGOs. 

COVER PHOTO: Dillon Conforti (2020)

What is Corporate Social Responsibility?

According to the Australian Human Rights Commission:

“Corporate Social Responsibility (CSR) is generally understood to mean that corporations have a degree of responsibility not only for the economic consequences of their activities, but also for the social and environmental implications.”

CSR is often interchangeable with Triple Bottom Line, a term coined in the early ‘90s by John Elkington, a CSR expert and author.

Triple Bottom Line is founded on the idea that every business needs to focus on three bottom lines rather than one:

1. People (social)
2. Planet (environment)
3. Profit (economic)

As an ethical imperative, businesses are acknowledging that apart from providing goods and services, they must take part in caring for the environment and people, not just by following ethical practices but also by actively participating in the preservation of the planet and the betterment of communities.

Aside from the ethical implications, the corporate sector recognises that incorporating CSR to their strategy positively impacts their brand image, and ultimately, their profit margin.

For instance, according to the 2019 Edelman Trust Barometer Report, 69% of people surveyed said their trust in the brands they are buying from is based on concerns about that brand’s impact on society.

In this article, we’re taking a look at five businesses that have partnered with charities effectively to make a positive impact. These are examples of CSR done right. 

1. The Fred Hollows Foundation and Specsavers

Specsavers has partnered with The Fred Hollows Foundation since 2011 with a shared vision to restore sight to thousands of people in Australia and overseas. Being an eyecare provider and eyeglasses retailer, this partnership is the perfect example of a business taking responsibility within its own sector. 

The Specsavers Community Program raises significant funds for The Fred Hollows Foundation by making a donation for every pair of glasses sold.

Specsavers not only contributes to The Foundation’s work in Australia financially but also through a skilled volunteering program that gives their optometrists the opportunity to give back to communities by providing eye care services in remote and under-serviced areas. 
 
Specsavers also sponsor The Fred Hollows Humanity Award each year, which recognises Year 6 students across Australia who show compassion, integrity and kindness in their lives, just as Fred Hollows did.

Specsavers also periodically release Limited Edition Eyeglass Frames, featuring artwork from renowned Aboriginal and Torres Strait Islander artists. They donate $25 from the sale of each pair of frames to ensure Australia’s First Peoples have access to high quality, affordable, and culturally-appropriate eye care and eyewear. 

Peter Datjing, an elder and artist from Elcho Island had his art featured on the frames in 2019. Peter was losing his eyesight to cataract but was given sight-restoring surgery through the work The Foundation does in Aboriginal and Torres Strait Islander communities.

#2 WWF and Blackmores

WWF is an independent conservation organisation that is on a mission to protect the planet’s natural environment. They aim to build a future where people can live in harmony with nature. WWF has four key areas of focus, including species, oceans, food, and climate change.

In order to achieve their goals, and to ensure the earth’s natural resources aren’t depleted, WWF has partnered with Blackmores, an Australian manufacturer of vitamins and herbal as well as mineral supplements.

WWF and Blackmores are working together to ensure that ingredients used to make these supplements are sourced ethically, such as fish and krill oil. 

Blackmores has also committed to investing in marine conservation projects as well as fisheries improvement projects.

Find out more about this partnership here. 

#3 WaterAid and Aveda

WaterAid is an international charity with one core mission: clean water for all. This means giving access to clean drinking water, decent toilets, and good hygiene to people all over the world, especially those in marginalised communities.

Aveda is a hair care manufacturer with their own salons and beauty spas. They are an ongoing partner of WaterAid. Every year, in support of Earth Day, they dedicate the month of April as earth month, and take part in a host of activities to give people all around the world access to clean water. 

For instance, they donate 100% of the purchase price of their signature limited-edition light the way candles™ to WaterAid Australia for water-related projects. Read more about it. 

#4 The Song Room and JB Hi-Fi

The Song Room is an Australian not-for-profit organisation that is focused on enriching the lives of disadvantaged Australian children and giving them an opportunity to have a bright future. 

They deliver customised music and arts programs in partnership with schools across the country, and this positively impacts children’s school attendance, their emotional wellbeing, their participation in class and their academic outcomes.  

The Song Room has had the support of JB Hi-Fi through their Helping Hands workplace giving partnership since 2009.

JB Hi-Fi set up their workplace giving program in 2008, enabling their employees to donate to 10 charity partners (including The Fred Hollows Foundation) through regular payroll deductions, with all donations being matched dollar-for-dollar by the company. 

Over 6,000 members of the JB Hi-Fi team contribute to the program each week. That’s 76% of their staff nationally. 

The 10 charitable organisations they support were selected by JB Hi-Fi’s staff members, and cover a broad range of areas of social concern. Find out more about the NFPs they support here. 

#5 The Fred Hollows Foundation and Blackwoods

Blackwoods is Australia’s leading provider of industrial safety products and services with branches located across Australia.

Since 2008, they have been a major partner to The Fred Hollows Foundation’s work, supporting our sight-restoring work in Australia. 

This partnership reinforces Blackwoods’, and their parent company Wesfarmers’, strong commitment to Reconciliation and increasing opportunities for Aboriginal and Torres Strait Islander team members, suppliers, contractors and the broader community.

By donating a percentage of sales from their Prosafe Eye & Face Protection products, Blackwoods has restored sight and transformed the lives of thousands of people. 

Their customers are delighted to learn that not only are they receiving comfortable, high quality Prosafe safety products, but that a percentage of their purchase is going directly to help close the gap in eye health experienced by Aboriginal and Torres Strait Islander Peoples.