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Additional thoughts
Apart from the reasons for CSR mentioned in the article, CSR can help
enhance employee recruitment and retention. The talents will be attracted, and
the existing employees will be retained since they prefer to work for
companies aligned with their values. Employees will be proud of their
companies taking social responsibilities, therefore they will be more engaged
in working. Furthermore, it encourages innovation if companies embrace CSR.
For example, Unilever has innovated a new product which is a hair
conditioner that uses less water. On the account of sustainability, the top
management led the research and development staff to strive for new products.
Brand differentiation has also been a reason for CSR for a long time. However,
it becomes harder for companies to differentiate their brands strongly by CSR
recently. Companies can still get returns and advertising effects. For examples,
Pepsi and Coke implement the same strategies of zero net water usage. Both
of them provide water bottles with sustainable packaging. Brand
differentiation is not highly effective, but they show that business contributes
to the sustainability, not only to maximize their own interests.
Considering the examples of Pepsi and Coke, responsive CSR is applied. Two
companies mitigate the existing and potential harms from operation. They
reduce the waste from operation by introducing sustainable packaging. In
contrast, TOMS founder uses strategic CSR. He goes to a poor country and
realizes that those children do not have shoes. Therefore, he determined to
establish a company which will provide those children with shoes. He believes
that children’s lives will be better when they have shoes to wear. Some
customers believe that it will help children to obtain their first pair of shoes
while paying shoes for relatively high price.
Grade: A