Today's consumer does not only pay attention to the quality and price of the products offered by the brand. What is also important to him is that the company acts in accordance with ethics, engages in matters important to society, and does not harm the environment. Which Polish brands operate in line with corporate social responsibility? How does the CSR concept look like in practice?
What is the CSR concept?
Corporate social responsibility is not a one-time marketing initiative or campaign, but a permanent element of the company's identity. A management strategy, according to which the company in its activities takes into account environmental aspects, needs and requirements of broadly understood social interests, as well as relations with various groups of stakeholders - in particular with employees. The concept of CSR is conscious, sustainable management of the company. Moreover, it is focusing on the environment in which the company operates, on its problems and other issues important from the point of view of society.
CSR areas include organizational order, human rights, or the environment. The CSR concept can be implemented through:
- activities for the benefit of the local community,
- pro-ecological activities,
- social campaigns,
- employee programs,
- social reports,
- rational management systems,
- employee volunteering,
- effective supply chain management.
So how does it work in practice?
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CSR in Poland
A Polish example of the CSR concept is the "From the yard to the stadium for the Tymbark Cup" campaign, which Tymbark has been supporting since 2007. It is an annual football tournament for children aged 8, 10 and 12. The tournament is open to schools, student sports clubs, classic sports clubs, as well as sports and educational entities. As we can read on the official website of the event, its main goal is "to popularize an active lifestyle among primary school students, to identify football talents as well as to make children's dreams come true".
Another example of CSR activities on the Polish market is Biedronka's “Let's Take Care of Health” campaign, under which employees can periodically take advantage of preventive examinations in their cities, free of charge. Interestingly, the campaign to take care of health is one of 20 employee support programs conducted under the slogan "For us. Together at all times. "
Danone also came up with an interesting initiative. Since 2003, the company has been running a social program called "Share Your Meal!", The purpose of which is to help fight child malnutrition in Poland. As part of the campaign, annual food collections for those in need are organized. Polsat Foundation is the co-organizer, and the strategic partner - Food Banks.
Other interesting examples of CSR initiatives in Poland include:
- "You are not alone" of the TVN Foundation,
- "Help measured by kilometers" T-Mobile Polska,
- "Give children the sun" by Polsat and the Procter & Gamble brand,
- Lotto Million Dreams Foundation.
