Insights From Our Experts

First things first: what is corporate social responsibility (CSR), exactly? Whether you think of it as a business practice or a business model, CSR encourages companies to be socially conscious members of their local — and sometimes global — communities. If your organization donates to a food bank or takes a public stance on social justice, for example, you’re already on the right path. 

Even small companies can make big contributions, and the really great news is that social awareness can have serious benefits for your organization. In this article, we’ll highlight all the strategic advantages of CSR and discuss some of the practical ways your marketing team can implement branding strategies that help your business, our society, and the environment. 

Do What’s Right (Your Brand Will Thank You)  

Would you describe your brand as one your customers trust or believe in? With a smart, strategic approach to CSR, you can boost brand trust by proving to customers that you care about them and their communities. In fact, a reputation for social responsibility will likely encourage customers to act favorably towards your brand, according to a study by the Journal of Consumer Psychology. 

Positive brand recognition then brings a cascade of other benefits, including reduced turnover in your workforce, long-term customer loyalty, and significant improvement in how investors see your business. It only makes sense that a socially and environmentally responsible business is more appealing to anyone who wants a future with your organization, right? 

Want to reduce your risk for legal troubles? CSR can help with that, too. With ethical concerns always top of mind, you’re more likely to dodge issues like unethical use of company funds and unintentional discrimination against protected employee demographics employee demographics. 

And let’s not forget the biggest win here: you’re improving the world around you and making it a better place for everyone your brand touches to live and work. You have the ability to raise awareness for worthwhile causes and initiate social change, giving your marketing team and your business something to be proud of. 

Corporate Social Responsibility in Action

“CSR is so great!” “CSR will make your audience want to buy your products and services!” Sure, it’s easy to say that, but talk is cheap. Let’s look at some practical applications and examples of CSR that your business can use to start developing socially conscious branding strategies that truly make a difference. 

We find it useful to focus on four key types of CSR: 

Financial Approach

Put your money where your mouth is! A financial approach to CSR is an investment strategy that asks you to make financial contributions towards programs, research, or donations that encourage sustainable business practices, diverse workforces, and other social initiatives. We mention this approach first because it’s often the backbone for your ethical, environmental, and philanthropic plans. 

As the first business to score a 100 on the Human Rights Campaign’s Corporate Equality Index, 

New Belgium Brewing Company is a great example. They give away $1 of every barrel of beer sold to support a variety of initiatives that matter to them and their customer base. 

Ethical Approach

Your business should already prioritize acting fairly and ethically, but CSR can prompt your brand strategy to go deeper. Consider better pay and benefits programs for employees, full disclosures, investor transparency, and fair treatment of your customer base regardless of race, culture, etc. We mentioned turnover earlier for a reason. As word spreads that your business treats its employees well, you elevate your brand’s reputation as one to purchase from and one to work for. That’s a win across the board. 

Socially responsible companies such as Netflix have stolen the spotlight by offering stellar employee benefits like 52 weeks of paid parental leave to birth parents and adoptive parents. 

Environmental Approach 

What makes your brand an environmental steward? Reducing pollution, recycling materials, and replenishing natural resources are all great places to start, but you can also create products that align with your mission to be socially and environmentally responsible. 

Take Coca-Cola as an example. As they continue to push for 100% recyclable packaging, they’re confidently projecting a 25% reduction in their carbon footprint in the next six years. 

Philanthropic Approach

Corporate philanthropy is perhaps the most obvious and far-reaching category of CSR. Why? This broadens your brand’s horizons and allows you to look at all facets of society that need improving. As a philanthropically responsible brand or business, you might agree to only engage with vendors and suppliers who share your CSR goals, give your employees opportunities to participate in local philanthropic programs, or sponsor fundraising events. 

Wells Fargo, for instance, is making an effort to tackle America’s housing affordability crisis. By hosting a $20 million competition that seeks out innovative housing solutions, they’re able to give meaningful financial backing and expert support to organizations who can make homes more accessible and affordable for thousands of citizens. 

Liger Leads by Example

Speaking of corporate philanthropy, Liger’s sponsorship of the Atlanta Women’s Foundation’s annual Numbers Too Big to Ignore Luncheon is our way of supporting our metro Atlanta community and aligning our brand with a worthwhile cause. We’re proud to count ourselves among the many sponsors who care about strengthening our communities, breaking the cycle of poverty, and improving the lives of women and girls. 

Over 1,600 people attend this event every year, and all funds go towards local nonprofits that serve Atlanta’s women and girls. Molly Shannon is 2024’s featured speaker. Learn more about AWF’s history and mission to help Atlanta’s women and girls lead safe, successful lives here!

Peek into the Future of Corporate Social Responsibility 

Liger will continue to be in league with socially responsible companies, and we think you should do the same. Businesses are more capable of making a difference than individuals, and the social and environmental causes that resonate with your brand’s purpose are worth pursuing if you know you can make a difference. The implications of CSR are changing by the day, and it’s worth noting that more and more young consumers  — that’s Gen Z and Millennials, a huge audience — will often base their purchase decision on a brand’s ethical reputation. 
Additional branding strategies and digital and creative marketing insights are available on our website. Our marketing experts live, breathe, and eat quality marketing, so we also encourage you to reach out for a professional take on your brand’s potential to implement CSR.