By our Oregon Track Club Account Team
In recent years, consumers have paid closer attention to corporate social responsibility (CSR) initiatives. Organizations are now expected and required to respond to various social issues beyond profit-maximization. CSR is important because it allows organizations to use their large influence to focus on a variety of issues and demonstrate socially responsible actions.
Over the past decade, CSR initiatives have become the standard in creating a positive public image. The Reputation Institute, a private consulting firm located in New York, found that 42% of people judge how they feel about a company solely because of its CSR involvement. Therefore, the overall success of a company can tilt either way as their reputation becomes more dependent on the public’s opinion of a company rely heavily on a well-established CSR program.
Many prominent athletic companies today have established strong CSR initiatives that further legitimize their brands. These brands pay attention to how they can make their products more sustainable, how they can change the narrative of sports to represent everyone and how they can make programs more accessible. An important aspect for athletic brands to consider when creating a CSR initiative is to ensure that their cause aligns with their core mission and values.
Here are some athletic organizations that are making a big difference with their CSR work:
- One of the biggest names in sportswear created the campaign Run for the Oceans, an initiative that fights to preserve marine life by raising awareness of the devastating effects of plastic pollution. Runners from around the world can participate and contribute by tracking and sharing their running distances for a week (June 6th-18th) via an app called Runtastic. In 2018, Run for the Oceans raised over $1 million, with Adidas contributing $1 for every kilometer run. This program inspired Adidas to create shoes made from plastic found in the ocean. In 2017, sales exceeded 1 million, with each pair saving 11 plastic bottles.
- Puma
With a focus on a positive environmental impact, Puma aims to produce 90% of its cotton and polyester products from more sustainable materials by the end of 2020. In collaboration with the Better Cotton Initiative (BCI), Puma reduced its consumption of water by an estimated 3.1 million cubic meters in 2018, equal to filling 15.5 million bathtubs. With this campaign, Puma also reaches out to farmers to improve working conditions and maximize responsible land use. Ultimately, Puma’s goal is to make the entire supply chain more resource-efficient and environmentally conscientious.
- Under Armour
Under Armour’s “I Will What I Want” campaign explores how women define performance in their own lives. The campaign launched in response to the cultural conversation around the media’s lack of women as strong, fierce and dominant forces. Under Armour’s initiative spoke to the adversity that women have faced and how they have responded.
Companies today not only consider profits but increasingly also include ethical, social and environmental concerns in their decisions. This change in focus is beneficial for both the company and its publics. While these big companies are paving the way, smaller athletics brands can also make a big difference with their CSR involvement.
How OTC Incorporates CSR
The Oregon Track Club (OTC) is devoted to growing the development of track and field opportunities for our youth. Each year, OTC’s Grass Roots Grant offers financial assistance to youth track and field programs and running organizations in the Eugene and Springfield area.
OTC’s CSR initiative makes them stand out among other local running organization by connecting OTC with the Eugene and Springfield community. Through this connection, OTC has been able to use CSR to better its brand awareness and its reputation by going the extra mile to make a difference in the local community. This is important to OTC’s long-term strategy, as consumers assess an organization’s public image when making purchases or deciding to join an organization. OTC’s Grass Roots Grant program is a win-win for its organization and its members.
For small organizations like OTC, incorporating CSR initiatives is essential for their overall, long-term growth. With organizations showcasing their core values, people feel more empowered to contribute to something bigger than themselves.
