The audience also needs to integrate this process. According to Edelman’s Trust Barometer, 77% of respondents believe that addressing social issues is a core business function. And for millennials and Generation Z, corporate social responsibility is even more important.

CSR was formed in the 20s and 50s of the twentieth century. Even then, it was considered one of the factors in achieving business goals. However, it was only in 2010 that the International Social Responsibility Guidelines ISO 26000 were introduced, which defines CSR as the responsibility of an enterprise for the impact of its decisions and actions on society and the environment through transparent and ethical behavior. 

 

Every year, this sector evolves and adapts, addressing challenges such as climate threats, poverty, racial and gender injustice, child care, pandemics, and war. However, it’s important not to confuse CSR with charity. Charity is typically a short-term business response to a specific issue, often in the form of donations. CSR, on the other hand, is an ongoing operational process that actively and sustainably addresses social problems over the long term.

 

As new challenges arise, innovative approaches to overcoming them also emerge. One trend I’ve encountered in my work is the integration of CSR programs into traditional promotional strategies. Rather than simply implementing CSR projects on their own, businesses are now actively involving their audiences in these initiatives.

 

CSR programs have evolved into trade marketing tools aimed at boosting sales, engaging current customers, and strengthening brand loyalty. Typically, this involves offering the audience a temporary benefit. While such advantages were previously directed primarily at business clients, since the full-scale invasion, the Armed Forces and victims of the conflict have become the ultimate beneficiaries, with the audience acting as co-creators in the process.

 

Case Studies

 

TM Levada 

The Clever Force agency team, together with Levada TM, launched the “Let’s Roll the Enemy Together!” campaign, offering the audience to buy promotional products, namely 800 g and 900 g dumplings and dumplings, from January 9 to April 5, 2023. UAH 10 from each pack will go to help the army and the population affected by the war. Every week, the audience can vote on the website to choose the charity to which the money will be transferred: Army SOS, Front-U, or the Masha Foundation.

 

Snack Production 

Chipster’s, Flint, Big Bob, and San Sanych have launched the initiative “For Heroes to Connect”. By purchasing the products from December 26, 2022 to February 6, 2023 and registering the chip found in the pack, the audience has a choice: to receive UAH 5 to their mobile account or to give it to the radio for the Armed Forces of Ukraine. 

Freken Bock 

The company has launched a line of products with a social meaning called “Clean Victory”. For every unit sold, UAH 3 is donated to Serhiy Prytula’s charity. In 4 months, the company managed to raise UAH 800 thousand and purchase 8 DJI Mavic drones.

 

Kyivstar

To celebrate Kyivstar’s 25th anniversary, all subscribers can use the new Superpower Help for the Armed Forces feature, which allows them to transfer up to UAH 50 from their tariff to the Come Back Alive fund for competent assistance to the army. In return, the subscriber will receive 25 gigabytes or 250 minutes. 

 

OKKO 

By filling up their cars with Pulls 95 or Pulls Diesel at OKKO, the audience joins the fundraising for Shark: a hryvnia from the cost of each liter is spent on the purchase of the complexes. 

 

WOG

“Donate in Black” is an initiative implemented during Black Friday as part of a joint project of the Ministry of Health of Ukraine and the WOG filling station chain called Light Generators. The goal was to install backup generators in hospitals. WOG donated UAH 3 from the cost of each liter of quality fuel and eventually raised more than UAH 7 million.

 

Corporate social responsibility not only supports businesses in achieving their commercial goals but also offers additional benefits. Implementing CSR through methods such as promotions and engaging interactive formats not only captures the audience’s attention but also addresses their concerns. These approaches provide a mechanism for customers to participate in a global cause and feel a sense of contribution: “I contributed to the victory.”