Columbia Corporate Social Responsibility
The last day of our study trip in Portland were visiting Columbia to its headquarters, the company manufactures and distributes sportswear, footwear and outdoor sports equipment. Founded in 1938 by the late Paul Lamfrom, father of the current president of the company Gert Boyle.
During our visit to Columbia they explained to us how they develop their sustainability. In the case of this company talked about different corporate social responsibility programs.
Corporate responsibility at Columbia
They are committed to building a company of which we can all be proud- not only of the innovative products they created and the financial results they achieve, but the manner in which they achieve them. Whether it’s responsible sourcing, giving back to our communities, or reducing our environmental impact, they believe that corporate responsibility is a companywide effort.
Emotional Connection of Columbia
They did an emotional study because they think that emotions influence our thinking more than our thinking influences our emotions, as 90% of human decisions are emotional rather than rational.
This study obtained the following data:
- Current consumer Trends in the US: 85% have more positive image of as product or company when it supports a cause they care about and the 83% of customers want more of the products, services, and retailers they use to benefit causes.
- International and Emerging Markets: Nearly 8 in 10 consumers in Brazil and Mexico would buy products from companies that support good causes, compared to just over one half in major Western European economies and despite the prolonged global recession, 66% of global consumers report that they are likely to buy and recommend companies that support a good cause.
Strategic Giving of Columbia
From emotional study Columbia did strategic giving, it is a conscious attempt by a company to invest resources to bring about change in a set of social, economics, or environmental circumstances seen as relevant to the business in which the company is operating.
They work in different programs about good causes like:
- GOA Belay Program: Columbia was invited by GOA for the third straight year to open up their annual meeting at Winter OR and be recognized for them partnership. This program has successfully invested $110000 to complete 22 locally-identified, critical conservation projects across the country.
- Collegiate Outdoor Recreation: Invest in an unprecedented opportunity to expand outdoor market with 18-35 year olds through accessible national network. With this program Columbia try enhancing brand perception and creating emotional connection with young adults and connecting collegiate recreational and team sports market to Columbia and outdoor activities. Lead coalition to provide sustainable support though product donations to the “pipeline” of future consumers.
Columbia has more programs about different things, among these highlighted: HERproject, Save Our Seagrass, CCA / Academy and Tested Tough in Pink Update (about cancer)
Comentarios desactivados en Columbia Corporate Social Responsibility /
16 Mar 2014
por
victoriavazquez
Magua /
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