Doing Good as the New Business Model for Success
Corporate social responsibility (CSR) is a concept that is very near and dear to the hearts of Filipino business. In fact, the urge to do good and make a difference for the ever changing societal and ecological climate has led to a lot of wonderful social programs, with top corporations in the country at the helm.
"The idea that a company can only do good after they've already done well doesn't apply anymore," asserts Brad Geiser, Managing Director of GeiserMaclang Communications, one of the leading marketing agencies in the country today. "CSR initiatives, when carefully planned and managed can strategically tackle important issues and lead to business success as evidenced by the number of companies that have incorporated its ideals into their business model."
Now, more than ever, businesses are more willing and ready to look into the economic, social and environmental impact of their business practices. And this awareness paves the way for corporations to reassess current programs and adapt them to the changing-or in many cases increasing-needs of society.
A Distinct Shade of Green
Amid this growing consciousness for environmental sustainability, one of the largest Paint companies in the region took on the challenge of environmentalism by gaining the support of experts around the world to call for action on sustainability. As a proponent for enhancing eco-consciousness in society today, Boysen became the catalyst for paint technology to move towards the development of more environmentally friendly, or green coatings, which not only minimizes paint's negative effect on the environment but works to purify air pollutants detrimental to our health. Continuously, the brand is also supportive of ecological initiatives including studies to determine pollution levels in the metro.
A Single Cup Can Make a Difference
Having long been a supporter of following one's passions, The Coffee Bean & Tea Leaf consistently aims to spark the passion of this generation through their long-running campaign, 12 Cups with The Coffee Bean & Tea Leaf: Give in to Giving. All customers have to do is complete 12 drinks and The Bean will make a donation under their patron's name to a charity of their choice. Organizations such as Kababaihan Gabay sa Bayan (KAGABAY), Caritas Manila-Restorative Justice, The Philippine Animal and Welfare Society (PAWS), Bahay Tuluyan, Haribon, Cartwheel Foundation, Kythe, Autism Society of the Philippines (ASP), Philippine Cerebral Palsy Inc., Philippine Band of Mercy (PBM), Resources for the Blind, and Philippine Business for Social Congress (PBSP). The diversity offered by The Coffee Bean & Tea Leaf's advocacy allows the initiative to reach a broader market, thus making the ideals of social responsibility more meaningful for diverse customers.
Bridging the Tech Gap
Global awareness for social responsibility has also extended into the realm of making technology more accessible to the older generation for Bayan Telecommunications as seen in their Teach Lola campaign. Consistent with Bayan's thrust of letting the Filipinos voice be heard, the campaign underscores the idea that Internet is simple and easy. The insight behind Teach Lola is based on the need to strengthen relationships between the younger and older generation seemingly divided by technology. Bayan wanted to encourage the young to teach their grandparents these new technologies to bridge the communication gap between both generations. These are only some of the successful initiatives that corporations are incorporating the ideals of making a difference in the community, environment and society as part of their business model. Now more than ever is the time for companies to look into corporate social responsibility according to their ability to enhance, and even transform, an organization's business practices. "Generally, these activities create a win-win for the company and its larger group of stakeholders by giving them the opportunity to enhance their value in the community as well as society," says Geiser. "And effective campaigns not only serve the environment, community or society in a compelling way but also demonstrates strong potential to influence businesses."