On the Rise: Corporate Social Responsibility

By Vicki Bohlsen
President

It is no question that companies are honing in on corporate social responsibility (CSR) more than ever before. As this shift continues to shake up the consumer’s perceptions of brands, it is increasingly important for companies to be aware of their efforts and how they are perceived. 

One out of every two respondents view government and media as divisive forces in society and 61% indicated that they see businesses as a trusted source of information, according to Edelman’s 2022 Trust Barometer, an annual report that measures consumers’ level of trust relating to different institutions. With a rapid decline in consumers’ confidence in government and the media, this places high expectations on businesses themselves to bring about change and truly stand as forces for good in society. 

Highlighting Edelman’s research in a recent article about brand activism, Forbes emphasizes this call to action for businesses to be proactive instead of reactive when it comes to their CSR  efforts. However, it is also stressed that with these efforts comes risk – traditional CSR practices may be seen as “cold and transactional” and taking a stand in a way that aligns with the brand’s existing values is key. Authenticity has to be top-of-mind for consumers to build trust in that company. 

With a huge opportunity at their fingertips, businesses “are in a once-in-a-lifetime position to lead the charge in tackling the issues of today – and it’s important that they don’t let this opportunity slip by,” said Forbes. While many companies are already huge contributors to CSR, it doesn’t hurt to re-emphasize its value to consumers and even employees. 

CSR Through the Lens of Indianapolis

Across the U.S., it is clear that CSR is not uncommon in companies big and small. Looking through the lens of Indianapolis alone, the trend is much the same. Below are companies* of varying industries and sizes that are putting their all into CSR to impact the Indianapolis community and beyond. 

Patachou Foundation 

Small but mighty: The Patachou Foundation strives to “cultivate opportunity for youth by amplifying the value and power of food.” By serving 2,000 after-school meals per week at eight Indianapolis schools, they are able to combat food insecurity and break the cycle of hunger at the local level. While Won’t Stop Hospitality Group, Inc., formerly known as Patachou, Inc., continues to boom in the restaurant industry, the Patachou Foundation works behind the scenes to make an impact for kids and families across Indianapolis. 

Trader’s Point Creamery 

Trader’s Point Creamery is a small scale, USDA certified organic dairy farm located in Zionsville, IN with a mission of farming in harmony with the land and the animals as well as “promoting a community of local food and sustainable farming, reconnecting farmers and consumers.” To do this, Trader’s Point Creamery stays close to their authentic roots. In 2018, after experimenting with national distribution to grocers such as Whole Foods Market and Kroger, they refocused their efforts by selling to Central Indiana grocery stores only. This ensured the company would not compromise its brand and values to meet the needs of national distribution. 

Anthem Blue Cross Blue Shield 

With reach and impact extending far behind its local Indianapolis headquarters, Anthem Blue Cross Blue Shield has a foundation striving to “address health inequalities and strengthen communities across the U.S.” According to Newsweek magazine’s third annual list of America’s Most Responsible Companies, Anthem made the list along with eight other Indianapolis-based companies. Ranking No. 415 based on environmental stewardship, social responsibility, and corporate governance, it is clear that Anthem’s impact from Indianapolis and beyond is huge. 

The Future of CSR

There is no doubt that these Indianapolis-based companies are using business as a force for good. By holding onto their high standards and making their CSR efforts known to consumers, they are making a large contribution. 

It is obvious that consumers are looking to businesses themselves, instead of other institutions, to take a stand and make an impact. The new year is a perfect time to reflect on current efforts and how to hone in on all things CSR for the future. In an authentic and meaningful way, consumers' perception of these efforts has more weight than ever expected.

*Companies included within this list are not clients of Bohlsen Group.