Customer Loyalty & Brand Social Responsibility

Goals

Identify three examples that demonstrate brand and/or company efforts in social responsibility and how these actions have positively or negatively affected customer loyalty and/or execution of CRM/loyalty marketing. Social responsibility includes donations, charity, programs, initiatives, etc.

Early Findings

  • Forbes notes that “businesses that focus on being socially responsible are having more success and seeing greater profit sustainability.” This article also mentioned some best practices and lessons learned from TekRevol.
  • Details about Nike’s “near-record highs” in its stock-share increase after aligning with Colin Kaepernick are the starting point to this review of trends that includes current trends about corporate responsibility. Trends include involvement in social issues, employee engagement, diversity and equality, volunteering employee time, and a focus on prevention.
  • UnityPoint Health focused on social responsibility and feel that its efforts in drug safety education made a meaningful social impact.
  • 25 companies listed as “the world’s most socially responsible” include The Walt Disney Company, Lego, Microsoft, Google, Dell, Ben & Jerry’s, and Levi Strauss & Co, and Starbucks, among others.
  • LexisNexis reports that companies that are “invested in doing good, [builds] a loyal customer base,” while citing companies like those listed above as well as Zappos, Toms, Patagonia, Unilever, GE and IBM.
  • Toms and Patagonia were criticized for their efforts in social responsibility and this may have impacted their customer base.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the goal.

Proposed next steps:

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