This week’s reading’s suggest that corporate social responsibility (CSR) is best achieved when an organization sticks to what it knows and when it is something that is affordable (cite, 2008). Warby Parker, an eyeglass manufacturer seems to have taken the right angle in their CSR campaign – for every pair of eyeglasses purchased through the web-based manufacturer, a pair of glasses is provided to someone in need (“Buy a pair, give a pair,” 2012). Warby Parker either provides a pair of glasses or funding to non-profit partners like VisionSpring who help those in need of vision assistance.
Warby Parker is staying within its area of expertise – eyeglasses – and found a way to help others with a direct tie-in to their main product line. While the company’s website states that they will provides glasses or funding, I imagine that providing glasses is a more economical alternative to the funding. They could easily use overstock from glasses that have not sold for donation.
The connection between the eyeglass manufacturer and the non-profit is secure as one of Warby Parker’s co-founders previously served on the board of directors for VisionSpring. The company has distributed more than 85,000 pairs of glasses to those who need them (“Buy a pair, give a pair,” 2012).
References
Buy a pair, give a pair. (2012). WarbyParker.com. Retrieved from http://www.warbyparker.com/do-good#buy-a-pair-give-a-pair.
Franklin, D. (2008) Just Good Business: A Special Report on Corporate Social Responsibility, The Economist, January 19, pp.1-14
Brenda, "buy a pair, give a pair" seems to be the latest trend in CSR - Warbly Parker, Tom's shoes, and now Sketchers' Bob shoes (clever name, Sketchers). It can be argued that this type of CSR adds value to a company because people are more likely to purchase a product if they feel charitable in the process. If this trend grows, do you think these companies will continue to benefit from this type of CSR? Or will the novelty wear off?
ReplyDeleteI think that companies could benefit from "buy a pair, give a pair," even as more companies jump on the bandwagon. At this point it is novel, but CSR itself is not. "Buy a pair, give a pair" is easier for consumers to understand than 1% of our profits go to this charity, but with these exclusions. "Buy a pair, give a pair" is straight-forward, easy to understand, and even tangible once the buyer gets the item they ordered in hand. As a consumer, I find it very appealing and proudly sport reading glasses from Warby Parker.
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