Posted by Jackie Berté
Companies are expected to be socially responsible today. Some do it better than others by linking their brands to what truly helps people, while being relevant to their corporate purpose.
A few standouts, in our view:
- VH1’s Save the Music Foundation raises money to provide instruments to schools who cannot afford to keep their music programs alive. Not only does Save the Music benefit children, it gives back to the music community, therefore, serving a much larger purpose.
- As a huge entity, Gap boasts many programs that ladder up to its greater goals. It buckets its efforts into four categories – environment, community, employees and human rights. Within each of these categories, Gap demonstrates its commitment to the communities in which it works and lives. Gap has a longstanding commitment to social responsibility which is made evident when reading the reports providing an overview of its efforts.
- Zappos is notable in the socially responsible arena. In fact, it’s one of the companies willing to pay its employees for anytime they take off to volunteer. And its ‘Wow’ recognition program certainly fosters a “do good” environment, with employees at any level “reporting” when they notice an employee doing something especially great for a colleague. The punishment for being caught in the act? A cash bonus of up to $50.
Companies should strive to give back in a way that does not just benefit themselves or their image. For instance, the reason Save the Music is so incredible is that it loudly echoes the core values of VH1 – bringing music to people. It is simple. Rather than reaching for something attention-getting but disconnected from their purpose, companies should look for a cause that provides value to what they stand for as an organization.
We here at DGC strive to also do our part for social good. In fact, we have a number of volunteer engagements taking place this fall that will continue to bring us closer to the community we work and play. Stay tuned for more details!