According to the United Nations Industrial Development Organization, corporate social responsibility (CSR) is “a management concept whereby companies integrate social and environmental concerns in their business and operations and interactions with their stakeholders” Simply put, CSR entails the bigger picture for an organisations’ impact on society extending beyond profits. The Digital Marketing Institute illustrates some examples of CSR below (feel free to check out their article ‘Brands Doing Corporate Social Responsibility Successfully’in the link below). This includes but is not limited to:
o Volunteering in the community
o Participating in fair trade
o Reducing carbon footprint
o Improving labour policies
o Giving to charity
CSR poses a unique opportunity for organisations to be more transparent with its consumers on its practices. It also boasts a potential for good public relations, allowing for the education for consumers on its practices, in hopes of, retaining greater customer loyalty based on the sustainable practices it maintains/engages in.
Timberland is a brand that upholds and prioritises initiatives beyond its profits. Its CSR is at the top amongst its competitors within its industry. Timberland is constantly looking for ways to improve its products in a sustainable way. This is apparent in its notable product development, creating what the brand refers to as its ‘ReBOTL™’ line. Since 2009, nearly 345 million non-biodegradable plastic bottles have been used, recycled, shredded and turned into yarns and woven into fabric to make the Timberland shoes and boots that you know and love.
