ADOBE STOCK IMAGE

ADOBE STOCK IMAGE

IT’S YOUR BUSINESS: Social responsibility is more than a slogan

Joe Smith

Special to The Record

This past year has raised a number of issues that had a direct impact on the way businesses market and promote themselves during trying times.

Aside from the pandemic there have been other crises that have impacted on the social wellbeing of the community.

Racial discrimination, the environment, violence in the streets and various forms of activism have all forced marketers to rethink how they relate to not just their customers but the community as a whole. Whether you are a large or small business your approach to social responsibility can have a huge impact on how consumers perceive your company and its importance in society.

There have been tremendous examples of how business has responded to these issues. High on the list is the pandemic, where it was and still is. It’s important to be able to empathize with people right across the spectrum of society. From showing support to those on the front lines and other essential workers, to abiding by the rules to keep everyone safe, will be remembered long after society gets back to living a more normal lifestyle.

Then there are the other issues like Black Lives Matter, which has sky-rocketed an issue to the forefront that has been going on for generations. Many businesses embraced this as an opportunity to some soul searching in a quest to at least come to terms with how they approach this kind of situation and make any necessary changes.

In addition to the above, there are other important issues that need to be addressed. Reconciliation with First Nations, LGBTQ, MMIWG, religious biases, the climate crisis, endangered species, and the list goes on.

While it may not be realistic to try and tackle all of them, it is important if you are going to address any to make sure you are not simply providing the proverbial lip service.

As a business leader, you need to take it to heart and ensure that you are going to provide your support for the long-term, and not just because it is an opportunity to jump on the bandwagon.

We seem to be entering an era where business has come to realize it can affect change by being more inclusive and transparent. By being more honest with its definition of social responsibility and understanding that it goes beyond simply directing financial support to community causes and events.

Being socially responsible is more than just coming up with an ad, marketing campaign or slogan, it has to become a key component of your corporate values not just for today but for years to come.

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email joesmith@shaw.ca

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Most categories of crime held steady from year to year in Cumberland. File photo
Cumberland crime numbers hold steady year to year

A few categories had notable changes but many were similar to 2019

The colourful Taylor’s Checkerspot butterfly has been reintroduced on Hornby Island, BC. Photo courtesy the Taylor’s Checkerspot Butterfly Recovery Project.
Checkerspot Butterfly Recovery Project releases more caterpillars on Hornby Island

Chris Junck Special to Black Press The number of Taylor’s checkerspot butterflies… Continue reading

Paper Excellence took over Catalyst Paper operations in B.C. in 2018. (Paper Excellence photo)
The Baynes Sound Connector leaves Denman Island en route to Buckley Bay. Photo by Erin Haluschak
Baynes Sound Connector undergoing upgrades

The MV Quinitsa is providing service between Buckley Bay and Denman Island

B.C. Centre for Disease Control maps showing new COVID-19 cases by local health area for the week of April 4-10. (BCCDC image)
Parksville-Qualicum passes Nanaimo in new COVID-19 cases

Greater Victoria had more new cases than any other Island area: B.C. Centre for Disease Control

Rainbow trouts thrashing with life as they’re about to be transferred to the largest lake of their lives, even though it’s pretty small. These rainbows have a blue tinge because they matched the blue of their hatchery pen, but soon they’ll take on the green-browns of their new home at Lookout Lake. (Zoe Ducklow/News Staff)
VIDEO: B.C. lake stocked with hatchery trout to delight of a seniors fishing club

The Cherish Trout Scouts made plans to come back fishing soon

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

The following is a list of restaurants offering take-out and patio dining. ADOBE STOCK IMAGE
List of Comox Valley restaurants offering take-out, patio dining options

Restaurants in the Comox Valley continue to adapt to government-imposed restrictions in… Continue reading

John Furlong, Own The Podium board chairman and former CEO of the Vancouver Olympics, addresses a Vancouver Board of Trade luncheon in Vancouver, B.C., on Wednesday November 25, 2015.THE CANADIAN PRESS/Darryl Dyck
John Furlong presents 2030 Winter Games vision to Vancouver Board of Trade

Vancouver and Whistler would remain among host sites because of 2010 sport venues still operational

Photo by Metro Creative Connection
New campgrounds coming to B.C. parks as part of $82M provincial boost

This season alone, 185 campsites are being added to provincial parks, says Minister of Environment and Climate Change

The Nanaimo Clippers’ game against the Alberni Valley Bulldogs slated for Thursday, April 15, has been postponed due to a “potential positive COVID-19 test result,” says the BCHL. (News Bulletin file photo)
Nanaimo Clippers COVID-19 test negative, team can practise and play

Junior A hockey team had suspended activities the day before out of ‘abundance of caution’

For the fourth consecutive Friday afternoon, citizens gathered March 26 in Courtenay to bring attention to the issue of old-growth logging practices in B.C. File photo
Comox Valley Regional District to raise concerns about old-growth logging

The Comox Valley Regional District board received a resolution from Area B… Continue reading

The plane blasted through an airport fence and down a hill, before stopping before a cement barrier on Highway 5A, right in front of a school bus. Photo submitted.
Student pilot crashes plane onto Highway 5A almost hitting school bus

Aircraft hit pavement right in front of school bus

Most Read