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- Creators: Dean, W.P. Carey School of Business
I gathered research by surveying undergraduate students at Arizona State University. The questions in this survey dealt with job search values, CSR knowledge, CSR interest and more. Throughout this survey, I largely focused on the differences between business and non-business students. There is evidence in this study to suggest that all groups of students value working for a socially responsible company, but business students are more familiar with these companies and more likely to research them. There is not a consensus on what companies students view to be socially responsible, but there are common factors in what students look for in a Corporate Social Responsibility program. This study has a number of practical implications for companies looking to attract the best talent based on their Corporate Social Responsibility initiatives. Recommendations are based on survey findings and research from secondary sources.
Brave Bears was a Barrett creative project that operated under local non-profit organizations, Amanda Hope Rainbow Angels and Arizona Women’s Recovery Center. Amanda Hope Rainbow Angels provides support and education for children fighting cancer and their families. Arizona Women’s Recovery Center provides rehabilitation programs for women fighting substance abuse and housing for the women and their children. The Brave Bears Project was focused on helping children in these situations cope with the trauma they are experiencing. The children received a teddy bear, which is a transitional object. In addition, a clay pendant with the word, “brave” pressed into it was tied around the bear’s neck with a ribbon. A poem of explanation and encouragement was also included.<br/><br/>The teddy bear provided comfort to children experiencing emotionally distressing situations as they receive treatment for their illness or as their mom undergoes rehabilitation. This can be in the form of holding the teddy bear when they feel frightened, anxious, lonely or depressed. The “brave” pendant and poem seek to encourage them and acknowledge their trauma and ability to persevere.
Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the minds of consumers, brands must align their marketing strategies accordingly. Specifically, brands must use philanthropy as a selling point to attract consumers. Philanthropy serves the dual purpose of improving communities and, if done properly, creating a competitive context that businesses can use to their fiscal benefit. Cause marketing, in its simplest form, is the use of philanthropy by for-profit companies as a means of attracting clientele to increase sales. Through charitable involvement, for-profit companies can generate goodwill that in turn creates a positive public perception of their brand. By partnering with carefully selected charities and investing in charity-centric endeavors, companies can engage their customers and drive revenue while bettering their communities. From this standpoint, it behooves any business to engage in cause marketing initiatives as a means of attaining customers. This thesis articulates the value that cause marketing can add to a corporate portfolio, how community involvement can be parlayed into increased revenue, and why brands should invest in cause marketing tactics. A literature review was conducted, empirical information was collected and analyzed, and interview testimonials were used in defense of these claims. In conclusion, this thesis establishes statistical proof that cause marketing promotes sales by positively affecting consumer brand perception, a key factor in purchase consideration and purchasing decisions.
The cosmetic industry has a significant lack of data on sustainability practices. The global market for cosmetics is expected to grow from $288 billion in 2021 to $415 billion in 2028 as more people populate the globe (Cosmetics Market Size, Share, & COVID-19 Impact Analysis, 2022). This research paper analyzes sustainability within the cosmetic industry. Specifically, comparing the practices between The Body Shop and Bath & Body Works. To test the hypothesis that The Body Shop is more sustainable than Bath & Body Works, a case study analysis was conducted to measure the companies’ performance in the environmental, economic, and social sectors. Comparable metrics were selected, and a pairwise comparison was completed to weigh the different metrics. To analyze the results, the Analytic Hierarchy Process (AHP) was used to ensure consistency in metric weights, and a Mann-Whitney U test was used to analyze the sector's final weights. The results verified the hypothesis that The Body Shop was more sustainable than Bath & Body Works. In all, the results support the idea that the cosmetic industry needs stronger regulations and oversight of cosmetic companies’ sustainability impact. One of the most prevalent limitations of this study is the lack of transparency and information from cosmetic companies. Moving forward, it is recommended to use data from multiple years with key performance indicators (KPIs) to assess sustainability performance more accurately.