Strategic America Achieving Excellence through CSR

As you think about corporate social responsibility, it seems like a giant concept. Where do you start? What projects should you focus on? I had the privilege to talk with Lisa Holtorf from StrategicAmerica, based out of West Des Moines, Iowa, to discuss how Strategic America integrates social responsibility. Strategic America (SA) is a full-service, integrated marketing firm striving in CSR excellence.
 

Strategic America has broken down –its socially responsible practices into 3 parts.

1. responSAbility
2. WELLworks
3. commUnity 

responSAbility: Represents Strategic America’s long-term commitment to sustainability. This calendar year SA has saved 91.3 trees through recycling methods. All office paper is shredded and paper products purchased for the office, such as paper towels, are mostly made out of recycled content. Looking for a way to go green for the holidays? Strategic America holds a pot luck Thanksgiving dinner and asks all associates to bring their own silverware and plates to avoid using paper plates and plastic silverware. 

WELLworks: Wellness is another part of Strategic America's corporate social responsibility initiative. With this initiative associates have the opportunity to earn wellness points for healthy activities such as exercising, water intake, and eating fruits and vegetables. Associates also have the opportunity to go through a health screening every year to earn wellness points. Through the wellness program, the number of points associates earn determines their financial wellness benefit which can be applied to wellness and medical expenses. The more an associate is engaged in healthy activities, the more points they can earn. WELLworks serves as a financial and health benefit for all associates and is an initiative to promote a healthier, happier workforce.

commUnity: Strategic America doesn't just stop at implementing socially responsible practices internally, they get involved in the community. For the past 10 years, Strategic America has had 100% participation in United Way. The creative team designs a bra entry for Bras for the Cause, a volunteer-based organization raising funds to eradicate breast and cervical cancer. They also do pro bono work for more than a dozen non-profit organizations each year. 

I asked Lisa what incentives Strategic America offers associates to engage in socially responsible practices outside of the WELLworks point system. Lisa stressed how participation is truly embedded in the Strategic America culture, stating "It’s not about incentives, it’s about finding a better way, it’s about doing the right thing, it’s a part of who we are".

As you can see, there are numerous ways to get started or improve your company's CSR practices. Start off small and eventually you will be able to implement many different types of corporate social responsibility like Strategic America has done.

Farmers Differentiating Themselves through Sustainable Farming

After my freshman year of college, I had the opportunity to intern for Agren, an agriculture and environmental consulting firm located in Carroll, Iowa. My major project that summer was working on a campaign to connect conservation farmers with absentee landowners.  An absentee landowner is a person who rents out the land they own instead of farming it themselves. The basic idea is to use the market place to get conservation farmers to increase the size of their operation.  

Recently I interviewed my former supervisor, Jamie Ridgely, to find out more about their progress with this project. I was impressed with how Agren is using the marketplace to promote conservation.  

How much land in Iowa is rented out from absentee landowners?

Jamie: Roughly 60% of Iowa land is farmed by someone other than the person who owns it. 

Do you think responsible farming is important to absentee landowners? Why?

Jamie: All of our survey data supports that absentee landowners feel that responsible farming is important, and it is part of what they consider when they choose a farmer to rent their land. But what we often find is that absentee landowners don’t know what good conservation is, or they're very unsure about how their land impacts the water quality, soil quality, and environment. And so consequently, if they don’t know what good conservation is, then there is not differentiation between farmers who may want to rent the land.  Therefore the farmer willing to pay the most gets to rent the land.    

How can farmers use responsible farming practices to obtain more land? Do sustainable farming practices affect how much land farmers can rent from absentee landowners?

Jamie: Well, we think that sustainable farming practices should help farmers when renting more land. We have been doing some projects to try to understand whether or not farmers can differentiate themselves from their peers.  Of course, these farmers must actively market their conservation expertise to differentiate themselves just like any other company must do. If we can help conservation farmers more successfully market themselves, then yes, I do think we can help farmers who are operating in an environmentally responsible manner to rent more land from absentee landowners. So our goal is to market a farmer’s conservation ethic to absentee landowners who want their land farmed in a more sustainable way. We haven’t actually gotten to the point where we have made a match yet.  However, our survey of absentee landowners indicate this is a more important factor when they are choosing a farmer to rent their land.  So, we think that it is a viable concept, but we really haven’t had the opportunity to work long enough with the two groups to actually see the concept potential. 

To clarify, operators are renters farming the land?

Jamie: Yes. In order to increase your crop operation, farmers need to rent more land or buy more land. Really, most people increase the size of their operation by renting more land.

Since crops are a commodity, especially for Iowa grain farmers, how can a farmer benefit by differentiating themselves as a conservation farmer?  In other words, how can farmers benefit by being conservation minded if they don’t get paid extra for a bushel of corn that is raised more sustainably?

Jamie: Unfortunately, raising corn sustainably doesn't make a difference in a farmer’s bottom line because Iowa farmers sell grain as a commodity; one bushel is valued the same as the next.  For people buying corn, one bushel of corn is the same as the next regardless of how it is grown.  

In the last 10 years there have been several initiatives to encourage farmers to implement environmental management systems, or more sustainable farming practices. For example, these environmental management systems encourage farmers to look at the success of their operation not only from an economic standpoint, but also from a socially and environmentally responsible perspective. But, that never really worked very well.  If one farmer was sustainable and their neighbor did a terrible job with conservation, their grain is worth the same amount of money. It’s all a commodity. 

With our work we have tried to change the perspective of the marketplace.  If conservation farmers can’t get paid more for their grain, they need to look at the market place differently.  Instead of looking at the value of their grain, they need to consider how being a conservation farmer can be used as a benefit in another part of their operation. One way that farmers can be more profitable is to have more access to land, or farm more acres, if they can rent this land at a reasonable price. 

Unfortunately if absentee landowners can’t differentiate one operator from another then they will rent their land to the person who will pay the most rent. Under this scenario farmers can only compete for more land by paying more rent.  So, we do think that there is a lot of merit to the idea that if conservation farmers can differentiate themselves based on their conservation ethics and performance, that they should have better access to that land.

That is the concept behind the idea of the certified conservation farmer program. If farmers can market themselves as better farmers that care more for the land they rent, then it is our hope that absentee landowners will be more likely to rent their land to these conservation farmers.   

It is our hope we can use this process of differentiating conservation farmers as a market based approach to encouraging more conservation.  

So, the incentive for farmers to do more conservation farming is to gain more land through renting?

Jamie: Sort of. That would be the big picture idea, but really at the stage we’re at, that’s not probably the case yet because most absentee landowners don’t understand conservation well enough. In a lot of cases absentee landowners don’t have the level of awareness to be able to choose between two operators based on conservation ethics.  To help absentee landowners make a better choice when choosing a renter, we are certifying conservation farmers.  This way an absentee landowner doesn’t need to know what constitutes good conservation, they just need to pick a conservation farmer. Being a certified conservation farmer is a way to differentiate your abilities when selling yourself to absentee landowners.  This is a way that you can get access to more land. It can have a real return to your bottom line and your profitability as a farmer. The reason that is good for society is because it gets more of those conservation farmers farming more acres. Ultimately, yes, if the idea caught on, it might entice some of the less conservation-friendly operators to want to be more conservation-friendly to pick up more land, but that’s probably way in the future.

I am looking forward to reading your comments! 

Differences between Corporate Philanthropy and CSR

When I first began learning about corporate social responsibility, I thought it just meant companies giving money to charities and helping out those in need over the holidays. After researching more in depth over the past few months, I discovered this is not the case. There are distinct differences between corporate philanthropy and corporate social responsibility. What are those differences?

Corporate Philanthropy 
Corporate philanthropy is when companies provide funds and resources towards social causes they feel are worthy. The way companies decide to distribute funds and resources through corporate philanthropy is typically decided by senior management. The employees are not involved, and may not even be aware their company is donating money. Another difference to note, corporate philanthropy is not typically advertised by a company. Companies involved in giving to charities and philanthropies do not want to appear as though they are bragging. With that said, the social cause receiving the donation can choose to disclose a company's generosity. Although corporate philanthropy is very generous of companies, is there a better alternative?

Corporate Social Responsibility
Corporate social responsibility is integrating responsible behaviors into a company's business for the benefit of society as a whole. This is much more than giving to a philanthropy. CSR (Corporate Social Responsibility) is a great way to get the entire company involved. Whether employees are being encouraged to lower their carbon footprint by riding their bike to work, or making more sustainable purchasing decisions, employees are engaged in CSR. As I mentioned above, it is not good practice to display corporate donations, but it is important to be very transparent when it comes to CSR. Stakeholders want to know how a company is benefiting society and what steps they are taking to improve the sustainability of our world.

Ideally, companies are involved in both corporate philanthropy and corporate social responsibility. However, involvement in corporate philanthropy and CSR can cause financial stress to a company. Companies need to wade into the water, instead of diving in. By starting off small, companies will not be at risk for backing out of socially responsible practices that have already promised to stakeholders.

What are your thoughts regarding the differences? Leave your comments below!

Has the Pink Ribbon Overstayed Its Welcome?

After receiving a comment about corporations determining what causes we support in my last post, Millennials Drawn to Cause Brands, I decided to do some research. Since breast cancer awareness was mentioned in the comment, and we are all very aware of the little pink ribbon, I decided to focus on my research on companies using the pink ribbon on their products.

It is common to walk into a store and feel overwhelmed with pink products on the shelves, especially during the month of October. So, what's the deal with the pink ribbon? Why are so many companies producing a product and then slapping that pink ribbon on it? It's simple. Customers will buy the products. Everyone wants to feel like they are making a difference. In our society, if you say you are against buying the pink ribbon, shame on you, right? Wrong. In the past few years, there has been a backlash against the pink ribbon movement. 

The Backlash 

I think we can all agree we are aware of the breast cancer ribbon. I am by no means disregarding breast cancer as a very serious issue that affects so many women and men. This is specifically regarding the pink ribbon.  

Why are so many companies using the pink ribbon to promote their products? Because it's profitable! Consumers eat this up! I can't imagine there are too many people who have managed to not buy any products with the pink ribbon attached to it. From fried chicken to yogurt to socks, we've seen it all. So what are the problems?

1. How much of your money you spend on pink ribbon products is actually going to support breast cancer research and education?
2. Do companies limit the amount of money they will donate to breast cancer programs regardless of how many products are purchased after the limit has been met?
3. Are the products you are purchasing to benefit breast cancer programs contain cancer causing materials or toxins in them?

These are a few questions many consumers have begun to ask themselves before purchasing products with the pink ribbon on it. I am a firm believe that companies should practice social responsibility. However, companies need to practice social responsibility for the purpose of being socially responsible, not solely for their own self-interest. There is a fine line between marketing your social responsible practices to make your company transparent with stakeholders, and marketing social responsibility in a deceiving manner to make profits. Want to learn more? Check out Think Before You Pink. 

Do you think the pink ribbon has overstayed its welcome? Leave your comments. 

Millennials Drawn to Cause Brands

Recently, I've been reading a lot on how companies are targeting the Millennial generation. As a Millennial myself, I find it very interesting how companies are changing their marketing efforts to grab the attention of Millennials. One topic that particularly sparks my interest is how companies are keeping Millennials in the loop about their socially responsible practices. Research shows that Millennials are more attracted to brands that have causes linked to them. To highlight a few brands with strong causes, let's take a look at TOMS Shoes, Method, and Starbucks.

TOMS Shoes has a One for One policy. With every product that is purchased, TOMS will help a person in need. Method cleaning products are all non-toxic. All products are made with natural and biodegradable ingredients. The bottles are made from 100% recycled plastic, and they also have developed a Greensourcing Program for their suppliers to drive green innovation. Starbucks is another very well know socially responsible company. In 2012, 93% of their coffee was ethically sourced.

It seems like we always hear about the same companies for their socially responsible efforts. But here's the catch - it's working! All three companies I listed are very well known in their efforts to create responsible companies. You can go to any of their websites and see the transparency of their social missions to their stakeholders. Starbucks does an exceptional job by not only clearly stating what they are doing right now to be socially responsible, they also state specific goals to improve their social mission. TOMS Shoes, Method, and Starbucks have all been very successful, not only for their products, but for their core values and responsibility.

This is what Millennials are drawn to. This is what I am drawn to. I want to purchase from companies that are making a difference and letting me share in the mission of making this world a better place. We want to show our loyalty to those who are helping others. Of course there are many other socially responsible companies I have not listed, and those companies are doing great things. The questions is, how can you relay your message to your consumers and suppliers? Stay transparent with your stakeholders. State your successes and your goals on your website and make sure they are easily found. Talk to your suppliers. Make sure your suppliers are also looking to increase their social responsibility. Market your social mission along with your products. Lastly, interact with your customers to make sure they are well aware of the social mission that drives your company. You are doing awesome things! Let others see that.

Comments about marketing social responsibility to Millennials? I would love to hear them!

Taylor Shellfish Farms: Leader in Aquaculture Sustainability

Recently I read an article regarding Whole Foods and aquaculture. The article sparked my interest because I have recently become aware of the growing industry of aquaculture through my internship with The World Food Prize.

For those of you who are unfamiliar, aquaculture is the breeding, rearing, and harvesting of plants and animals in all types of water environments, including tanks, ponds, rivers, lakes, and the ocean. The Food and Agriculture Organization of the United Nations stated that aquaculture supplies nearly 50%, or 63 million tons, of the fish consumed globally. With the human population on the rise, the demand for fish is growing at a steady rate.

Although aquaculture has been subject to criticism for environmental issues, Taylor Shellfish Farms is taking the lead in the sustainability movement for the seafood world. Let me introduce you to Taylor Shellfish Farms.

Taylor Shellfish Farms

Taylor Shellfish Farms, located in Shelton, WA, is the largest producer of farmed shellfish in the United States. Under the leadership of the Taylor family, they are now entering into the 5th generation of family farmers. The farms specialize in growing clams, oysters, mussels, and geoducks. How is Taylor Shellfish Farms taking the lead in sustainability? It's stated crystal clear in their mission statement:

Our mission is to sustainably farm quality shellfish 

from our nurseries to your table while being 

active stewards of our marine environment.

All of the farms of Taylor Shellfish Farms in Washington State have been certified as sustainable. They have not only developed their own environmental codes of practice for the farms, but they are activists in environmental education. By educating the community and those who set regulations about the importance of clean water, Taylor Shellfish Farms will be able to maintain their successful farms for generations to come. They provide support for environmental research and are involved in a variety of groups including People of Puget Sound, Puget Soundkeeper, and Skagit Conservation Education Alliance. 

Taylor Shellfish Farms is an excellent example of a socially sustainable company that markets their sustainability practices to their stakeholders. Their mission statement is directly tied to their sustainability goals, and their website does a fantastic job displaying their drive for a clean and healthy environment. By being active members in the community, Taylor Shellfish Farms is not only promoting positive environmental solutions, but they are also overcoming the criticisms that aquaculture may bring. Many companies make sustainability practices an afterthought, Taylor Shellfish Farms makes it a priority.

Leave your thoughts on sustainable aquaculture. 

5 Ways to Become Socially Responsible

We've all been hearing buzz words like 'sustainability' and 'corporate social responsibility'. It seems like every company is somehow trying to promote their sustainable practices to consumers. It seems easy, right? Companies can just implement a recycling program within their office or give to charity. As the CSR trend continues to grow, it is becoming more complex than once thought. So how can companies become more socially responsible? Here are 5 ways companies can begin their path towards becoming socially responsible.

1. Establish mission and set goals

If your company is interested in creating a socially responsible company, you will need to establish a social mission. Deciding on a fulfilling social mission is crucial, because the social mission will be embedded in every aspect of your business. After establishing a social mission, set specific goals. Ask yourself how you will carry out your social mission in your day-to-day operations. The important thing to remember about becoming socially responsible is that it is not a once-a-year commitment. This is a full time commitment.

2. Engage employees 

Becoming a socially responsible company is a team effort. Every single employee needs to be on-board with the mission and goals. All business operations need to incorporate your social mission, so there needs to be clear communication throughout your business. Employees are also great resources. By getting your employees excited about your social mission, they may come up with creative ideas to integrate the company mission with the social mission. 

3. Market to consumers 

It would be foolish to not use CSR as a marketing tool for your company. Tons of reports are revealing that consumers are willing to spend more money on socially responsible brands. You want to be that brand! Let consumers know the great ways you are being socially responsible. 

4. Measure effectiveness 

Ideas are great, but without measurements of effectiveness, you have no idea if your idea is working. Ask for customer feedback. Do customers understand your social mission? Are customers able to see how you are carrying out your social mission? By asking these questions, you will be able to determine how well you are implementing your social mission.

5. Keep mission aligned

It will be easy to stray from your social mission. Money will get tight and deadlines will creep up. There will be a hundred excuses to let your social mission slip away from your daily operations. If you have made the decision to be socially responsible, stick with it. Being socially responsible can only lead to greatness. Be the company to make a difference. 

If you know of any great ways to start becoming socially responsible, let me know!