Brands and Social Responsibility
Today, consumers are increasingly well-connected, informed, and critical of the consequences resulting from the purchase of certain products. Therefore, in this digital age, entrepreneurs cannot be disconnected from Society. Brands play a fundamental role in the world of Corporate Social Responsibility. It should also be stressed that the concept of Brands cannot be separated from the concept of Social Responsibility.
Jez Frampton, CEO of the Interbrand Corporation, notes that the objective of Brands and Social Responsibility is to find a way to simplify an individual’s life since people are centered on the notion of building and maintaining value. The concept of Corporate Social Responsibility (CSR) is to implement social and environmental considerations in the daily operations of a Company.
These actions, that any Company can develop to generate Social Responsibility, are not only favorable to Stakeholders, but also to the Company. This, in turn, helps the Brand reputation to obtain a higher value in society.
There are Companies that have embraced this concept from the beginning like Google. By means of its foundation (Google.org), this Company donates millions of dollars to various causes constantly searching for ways to make their services and products better. Their goal is to improve the lives of people with the aim to “make a better world, much faster.” Today, consumers are increasingly well-connected, informed and critical of the consequences resulting from the purchase of certain products. Therefore, in this digital age, entrepreneurs cannot be disconnected from Society.
Brands play a fundamental role in the world of Corporate Social Responsibility. It should also be stressed that the concept of Brands cannot be separated from the concept of Social Responsibility.
Jez Frampton, CEO of the Interbrand Corporation, notes that the objective of Brands and Social Responsibility is to find a way to simplify an individual’s life since people are centered on the notion of building and maintaining value. The concept of Corporate Social Responsibility (CSR) is to implement social and environmental considerations in the daily operations of a Company.
These actions, that any Company can develop to generate Social Responsibility, are not only favorable to Stakeholders, but also to the Company. This, in turn, helps the Brand reputation to obtain higher value in society.
TOTTUS
In the year 2010, Tottus supermarkets along with Kimberly-Clark in Peru agreed to participate in the “Recycle me” campaign to stockpile paper to benefit disabled children from the FUNDADES Institute in 10 of the 13 establishments located around the capital. Storage containers were used to collect 200 kilos of paper in each bin.
In 2015, Tottus supermarkets along with Fe y Alegría (Faith and Joy educational and social inclusion Institute) united for educational purposes, with the objective to contribute to the improvement of public education in the country. The Falabella Group implemented for the tenth consecutive year their Corporate Social Responsibility program entitled “Haciendo escuela” (School Sponsorship Program) to benefit the Fe y Alegría (Faith and Joy) Institute.
This Project used classrooms at the Fe y Alegría (Faith and Joy) Institute number 59 in Ventanilla. These actions provided economic support for the construction and implementation of classrooms and workshops at the educational centers of Fe y Alegría (Faith and Joy), including training programs for students, teachers, and parents.
This year, Tottus was no exception. After the past crisis events in Peru regarding climate change which is damaging the citizens of the country by flash floods and landslides, the Company implemented their plan to help victims in the Ica province with a campaign that provided first aid articles and non-perishable food items to aid hundreds of affected families.
PAMPERS
This Company, along with Unicef, raises funds to donate tetanus vaccines. This campaign helped to grow their Brand by means of the “Share the load” movement.
ARIEL
Based in India, this Brand has led to a strong movement within the country with the objective to promote gender equality in the distribution of household tasks. Millions of people have joined this initiative and the Brand took advantage of this troubling situation in Society and used the movement as an opportunity to execute their Social Responsibility objectives. At the same time, they grew their Brand and this led to a 60% increase in sales.
CUSQUEÑA
In Peru, the cradle of the Inca empire, the Cuzqueña premium beer Brand showed their support for the Andean workshops by launching the world’s first giant hand-woven woolen billboard to help the Company reconnect with their roots and consumers.
This telar foot loom was woven by Cusqueñian weavers with whom the Brand has been working to help them improve their technical and business management skills to adapt to the market.
ALIANZA LIMA
Alianza Lima (Lima Alliance) presented their campaign “Hinchas con corazón” (Fans with hearts) as part of their Social Responsibility to promote organ donation with the goal to raise awareness on this important issue.
The Sinergia Latin-American agency (National system to evaluate public management results), was responsible for developing this campaign and supported by The National Organization for Donation and Transplant, thus revealing that Peru is the country with the least number of organ donors in the world.
A special website Hinchasdecorazon.com (Fans with heart) was created where both the fans and the public could inscribe to this initiative thereby expressing their desire to donate their organs, with the goal of finding one winner who would become player number 12 on the team. This winner would be presented on the day of the “Noche Blanquiazul” (The White & Blue Night), and participate in all official club events as a representative of the number 12.
Source: Black Market
http://www.filmsperu.pe/noticia/10111/la-responsabilidad-social-en-las-marcas