Good Works! Summary

Can businesses truly thrive by doing good? The answer lies in the strategies they adopt to integrate social causes into their DNA.

1. Doing good can translate to doing well for businesses.

When businesses incorporate social causes into their operations, they foster stronger connections with their customers. People naturally tend to favor companies they perceive as socially conscious. One study found that 94 percent of customers prefer switching to a brand that supports charity. This loyalty further strengthens businesses' market positions.

Additionally, socially responsible initiatives can cut costs. AT&T, for instance, saved millions when it reduced paper use by transitioning to electronic communication. Such practices not only resonate with eco-conscious customers but also reduce operating expenses.

These efforts also benefit employee satisfaction. Nearly 69 percent of employees take a company’s social responsibility into account when deciding where to work. When employees feel pride in their organization’s values, they’re more motivated and loyal.

Examples

• Customers preferring a charity-supporting chocolate brand.
• AT&T’s decision to save costs and paper by digitizing communication.
• The Body Shop’s commitment to fair trade and cruelty-free products improving its brand image.

2. Target untapped and long-term causes to set your business apart.

Supporting social issues that are underrepresented creates a unique identity for businesses. This strategy ensures that brands are remembered for their cause, unlike those involved in oversaturated efforts. General Mills, with its "Save Lids to Save Lives" campaign, successfully tied its Yoplait yogurt to breast cancer awareness, making the brand synonymous with the cause.

To have a lasting impact, businesses should choose long-term issues. While temporary disaster relief can bring momentary attention, ongoing efforts toward critical problems like poverty or climate change ensure sustained recognition and credibility.

Moreover, aligning social causes with business interests amplifies outcomes. Companies manufacturing goods in underprivileged regions can create infrastructure, benefiting both the local community and their operational efficiency.

Examples

• Yoplait’s “Save Lids to Save Lives” linked yogurt to cancer research.
• Ongoing investments in global warming and poverty fights.
• Businesses in developing regions improving infrastructure to aid locals and operations.

3. Cause promotion raises awareness and builds brand loyalty.

Businesses that raise attention toward social issues gain goodwill and publicity. General Mills’ 2007 Pink Together campaign encouraged breast cancer survivors and allies to share their stories on MySpace, sparking conversations among millions while exhibiting the company's care for the cause.

To create more impact, businesses should also enable customer involvement. Customers are more engaged when given simple ways to join the movement, whether through donations or direct participation. PetSmart, for example, helped reduce the euthanasia rate of stray animals by establishing pet adoption centers in collaboration with welfare organizations.

Most importantly, a cause promotion campaign needs to align with the company's mission and products. For instance, The Body Shop’s animal-testing ban lobbying clearly resonated with its stance on cruelty-free products.

Examples

• General Mills’ Pink Together campaign reaching over 2.5 million people.
• PetSmart’s in-store adoption centers to help stray animals.
• The Body Shop showcasing its ethical approach through anti-animal-testing campaigns.

4. Cause-related marketing drives sales while helping others.

Companies benefit from campaigns where customers contribute to a cause by purchasing products. Pampers successfully collaborated with UNICEF by offering a tetanus vaccine for every pack of diapers sold. This not only helped save lives but also boosted sales by 29 percent.

This approach works best for businesses with widespread customer bases because small contributions per product add up over millions of purchases. In 1983, American Express pledged money for each transaction to restore the Statue of Liberty, eventually donating $1.7 million.

Such campaigns often result in mutual gains, where the company achieves increased sales while customers feel good about their purchases directly supporting a cause.

Examples

• Pampers’ tetanus vaccine campaign with increased diaper sales.
• American Express restoring the Statue of Liberty with every transaction.
• Korean conglomerate CJ’s matching donations in Africa’s hunger relief campaign.

5. Behavioral change is more significant than monetary donations.

While giving money to a cause offers temporary relief, targeting the root of a problem makes a deeper and broader impact. For example, Subway tackled obesity by promoting heart-healthy meals and partnered with the American Heart Association to endorse its healthy offerings.

Changing behaviors, however, takes time. Success can’t be instantly measured, as long-term education and awareness campaigns require patience and consistent effort. The payoff, though, lies in the sustainable improvements to the community and society.

Addressing root causes enables businesses to create impactful narratives while strengthening their bond with the public.

Examples

• Subway’s role in promoting heart-friendly diet choices.
• Anti-smoking campaigns that focus on preventing the habit rather than treating diseases caused by smoking.
• Brands emphasizing recycling to reduce waste rather than just cleaning polluted areas.

6. Employee volunteering benefits both staff and businesses.

Workforce volunteering allows companies to support their employees’ desire to feel more fulfilled. IBM’s 2011 initiative encouraged employees to spend hours volunteering for charities. In just six months, they collectively contributed 2.5 million hours of service.

Employees come back from such experiences with newfound vigor and appreciation for their employer. It’s also an opportunity for skill development in unique environments. Luxottica Group’s volunteers in developing countries conducted eye exams, learning teamwork and resourcefulness while contributing significantly to communities.

This practice fosters loyalty and ensures employees align their values with the company’s broader identity.

Examples

• IBM facilitating over 2.5 million employee volunteer hours in 2011.
• Luxottica's global volunteering program addressing eye care needs.
• Local companies empowering employees to support regional causes.

7. Social responsibility strengthens a company’s long-term survival.

With consumers increasingly favoring ethical companies, businesses have little choice but to adopt Socially Responsible Business Practices. Reports show 69 percent of employees prioritize working with socially aware employers, and only six percent of consumers see profits as a company’s sole focus.

Beyond reputation, these practices affect future sustainability. Coca-Cola combats societal issues directly tied to its workforce’s well-being by funding HIV prevention programs in South Africa. Meanwhile, Starbucks’ environmentally friendly LEED-compliant stores demonstrate an understanding that addressing external challenges secures a company's longevity.

Commitment to global betterment is becoming an essential business strategy for a stable future.

Examples

• Coca-Cola’s HIV prevention program in South Africa.
• Starbucks’ sustainability efforts with LEED standards.
• Companies funding employee education to enhance their skill sets.

8. The link between profit and purpose: a win-win model.

Purpose-driven business models blur the boundary between positive societal outcomes and profitability. Companies can solve world challenges while enjoying financial returns. Convenience store chains tackling food waste while donating surplus meals exemplify this principle, showing that businesses can transform societal problems into productive opportunities.

When a business finds its purpose tightly linked to a cause, consumer trust flourishes, and that connection brings long-lasting benefits. It’s this win-win approach that reshapes the perception of modern corporations.

Examples

• Businesses repurposing unsold food to feed those in need.
• Collaborating with NGOs on environmental clean-ups.
• Leveraging technology companies to improve access in underconnected regions.

9. Be patient, and commit for the long term.

Socially conscious endeavors are not quick fixes. For companies to make a visible and lasting impact, they need to sustain their campaigns over extended periods. Social change requires persistence, strategic planning, and a genuine commitment to the cause.

The process of changing behaviors or advocating for societal improvements will reward those companies that stay in it for years, as they build trust, loyalty, and meaningful partnerships with their audience.

Examples

• Subway’s long-term campaigns targeting obesity reduction.
• Environmental coalitions lobbying for decades on climate policies.
• Renewable energy companies advocating for gradual public adoption.

Takeaways

1. Identify a social issue that resonates with your brand values and integrate it deeply into your company strategy.
2. Foster long-term commitment in your campaigns to create sustainable impact instead of seeking short-term benefits.
3. Engage your employees by providing platforms for skills-based volunteer work to double down on morale and community impact.