Socially Responsible Efforts
TOMS Shoes is one of the most well-recognized businesses in terms of social responsibility in the corporate world. The reason for that is the fact that the company’s operational strategy is inseparable from its mission. TOMS was founded on the principle of giving away a pair of shoes for every pair sold. Moreover, since gun violence is the second leading cause of death for American children, TOMS developed a 30-second system that sends legislators a physical postcard in support of universal background checks (Mulqueen, 2019). The Body Shop is another great example of a socially responsible enterprise. The company has partnered with countless international organizations to foster sustainable packaging innovations (The Body Shop, n.d.). In addition, it launched a variety of media campaigns to raise awareness of HIV/AIDS, animal cruelty, and wildlife extinction.
Benefits
Although it may not seem that way at first, social responsibility is one of the best investments a company can make to meet the current consumer trends. The result of TOMS Shoes’ 13 years in business is more than 90 million receiving shoes from the company, which can be interpreted as almost 90 million pairs sold (Mulqueen, 2019). Another example of TOMS’ socially responsible initiatives driving sales is that “in the 12 hours following Mycoskie’s [TOMS’ founder] announcement, 58,000 people sent postcards” (Mulqueen, 2019). The Body Shop’s Director of International Corporate Responsibility and Campaigns notes that the enterprise’s CSR efforts are a source of competitive advantage since these initiatives serve as a unique selling proposition, which helps the company to stand out on the market (Dowd, 2016). Moreover, focusing on supporting certain causes leads to businesses attracting loyal customers and committed employees who are united by the same mission and share similar values.
Socially Responsible Policy
Based on the success of the two aforementioned businesses, it would be reasonable to suggest for SNHU Pet Supply Company initiate its own CSR project. For instance, SNHU Pet Supply can create a system of points. As soon as the customer gets 1000 points, $10 is donated to one of the animal shelters across America SNHU chooses to partner with. This way, the company can demonstrate its values, which will most likely result in loyalty from customers (profits) and commitment from workers (organizational efficiency).
References
Dowd, L. (2016). Leadership series: Christopher Davis, The Body Shop. Reuters. Web.
Mulqueen, L. (2019). What retailers can learn about social responsibility from Toms and Patagonia. Forbes. Web.
The Body Shop (n.d.). Our activism. Web.