Corporate Social Responsibility:
Corporate Social Responsibility refers to the idea that a company or corporation has a moral obligation to give back to their community. Some companies are more aware than others when it comes to the importance of corporate social responsibility. One of the most notable is Haagen-Dazs, an ice cream company that prides themselves on using all natural ingredients. What then makes for an effective CSR program?
Through their book “Public Relations Case Studies,” Darrell C. Hayes, Jerry Hendrix and Pallavi D. Kumar compiled a series of PRSA Silver Anvil Award-winning case studies. One of the highlights of the book was the Haagen-Dazs Honey Bee program.
Through primary and secondary research Haagen-Dazs determined that their brand had lost its relevance with its consumers. One of the unique qualities of this ice cream was that it uses all natural flavors. One of the most important ingredients is honey. As it turned out, through the research they conducted, they found out that honey bees are an endangered species (263).
Haagen-Dazs decided to launch a program called “HD loves HB” aimed at engaging consumers with the brand. As well as generating media impressions, and increasing sales by one percent by the end of 2008, the new program would establish several new CSR initiatives. Haagen-Dazs decided to donate $ 250,000 to Pennsylvania State University and to the University of California-Davis, to research sustainable pollination and CCD (Colony Collapse Disorder).
In addition to the donations, HD set up a “Bee-Advisory” board to ensure that information communicated to the public was accurate and factual. The Bee-Advisory board comprised of PSU and UCD scientists, as well as two beekeepers. They served as the primary media contact for the entire campaign.
HD released a new flavor of ice cream called Vanilla Honey Bee. They pledged that a percentage of the sales would go towards CCD research. The Bee-Advisory Board and HD set out to give consumers a challenge to plant one million seeds to create bee-friendly environments. Enthusiasts of the program received seeds from HD. (266-267)
HD reported a 5.2% increase in sales in April 2008, the largest they ever had seen. Additionally, they got more than 277 million media impressions. The team surpassed its goal of planting 1,000,000 seeds with more than 1,200,000 seeds planted. HD also received 950 contacts from various organizations and consumers that offered to collaborate. They gave suggestions and complimented the program. Most notably, however, HD says it experienced a 13% increase in its brand advocacy rating between Q1 and Q2 to 69%, which exceeded Ben and Jerry’s rating (268).
Does your company engage in CSR activities? Is there more that your team could do?
Imagine if you will, that it’s 2006 again. The housing bubble has just burst, and the US economy is teetering on the brink of what will end up being the greatest financial crisis since the Great Depression. People are scared for the futures of their companies, and are cutting corners at every possible turn. No one is very eager to spend money on team building.
At TeamBonding we love having the chance to help our clients give back and helping their communities. It’s even better when we can help companies focus on their corporate social responsibilities and actually have an impact instead of creating vague initiatives. Part of the fun for us is coming up with new ideas and creating new programs to continue giving back. We have a variety of programs from our Charity Bike Build and Team Teddy Rescue Bear programs, Operation Military Care to provide care packages to our troops, all the way to Paws for a Cause where you make dog beds, pull toys, or cat scratchers for animals in shelters – among so many other charitable program options!
Ice breakers and puzzle games have their place, but sometimes you just want to get together as a group, and play. Here at TeamBonding, encouraging play is what we’re all about! When you play as a team, you develop and strengthen social bonds, which makes working together a more rewarding experience all around. With this in mind, we’re excited to share a free game for you to play with your team the next time you need to relax and have some fun.
Team building games and ice breaker activities for adults can keep your team bonded throughout the year. Get started with this simple DIY team building exercise. EXERCISE GOAL: Participants will gain a deeper understanding of themselves and those around them through ice breaker activities. (more…)
Transitions can be tough and the transition from a fast-paced, fun-filled summer to a slower fall season is no different. Here’s how to help your team embrace this time of change and prepare your company for a successful autumn with some fun team bonding activities.
With Hurricane Florence on the horizon, we’ve outlined 5 steps to keep your employees safe and supported during a natural disaster. In the wake of a crisis, your staff is left dealing with the physical and emotional aftermath into the future. The way you and your team prepare and react to the crisis will have a profound impact on all facets of your business.
In this series of articles, we take five minutes to chat with a member of the TeamBonding team so you can get an idea of the sort of people we are. In this installment, we talk to Wendy, our new Director of Event Operations, about her favorite place in the world and the most important things in life.
In this series of articles, we take five minutes to chat with a member of the TeamBonding team so you can get an idea of the sort of people we are. In this installment, we talk to Cathrine, our new Sr. Events Manager, about her favorite place in the world, music, and her favorite food.
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