Despite the bad rap corporate America often gets for putting profits over people, corporate social responsibility (CSR) has become an integral part of many companies’ operating ethos and culture. In the spa and wellness industries, it is especially popular, as many who are drawn to the wellness space are naturally inclined to be concerned about sustainability issues, health and wellness, climate change, and more. Embracing philanthropic efforts to promote positive change is something that resonates with employees, consumers, and even investors. In fact, it can often be found in the DNA of many organizations.
One example, Conscious Coconut, has taken the concept to heart and even incorporated the idea into its name. “Conscious Coconut is a social enterprise committed to coconut oil,” says brand founder Danielle Conte. “Giving back is embedded into every nook and cranny of who we are. Our fair-trade, organic coconut oil is certified through Fair Trade USA, ensuring safe working conditions and just compensation for farmers and factory workers.” The company has implemented sustainable farming practices, and once the products arrive in the U.S., they are packaged by adults with mental and developmental disabilities at the MacDonald Training Center in Tampa, FL.
It doesn’t stop there though. For every product sold, Conscious Coconut donates a meal to a child in need through Feeding America. “We are committed to raising awareness for childhood hunger in the United States,” says Conte. “Since our launch at Wanderlust Chicago four years ago, we have fed 250,000 kids through our one-to-one platform.” A company with a strong social conscience, Conscious Coconut also partners with local charities that touch its community and beyond. Recently, the company launched a campaign to provide supplies and humanitarian relief to communities devastated by Hurricane Dorian. “The Bahamas are in close proximity to Florida where we are based, so the Bahamian people and their beautiful islands have always been very important to family, friends, and our community,” says Conte. The company partnered with Sol Relief, an aviation venture that provides humanitarian aid and disaster relief, to reach a fundraising goal of $500,000.
Dedicated to protecting the planet, OzNaturals is committed to doing its part. “Part of OzNaturals’s DNA has always been to try and give back as much as possible,” says owner and esthetician Angela Irish. “Whether it be environmental, animal protection issues, or human aid relief in times of crisis, we do our best to help wherever we can. OzNaturals is nothing without people and the planet, so we have a responsibility to leave a light footprint and help protect the planet while also reaching out to people in perilous times.” Recently, the company launched the “Help Put the Fires Out” campaign, which involved creating and retailing a T-shirt, to help save the Amazon Rainforest. The company also held a six-hour flash sale for its Dragon’s Blood Facial Serum and donated all of the proceeds. It was a fitting tribute, as several species of dragon’s blood tree grows in the Amazon. “The great thing about being an indie brand is that we can act fast,” says Irish.
Lather, a company offering products for the face, body, hair, and home, has also made charitable giving a priority. Through Lather Lends a Hand, the company partners with various likeminded organizations to support communities in need. “Our company has always been on the forefront of educating for change and empowerment and adding a charitable component helps us gain momentum in our message and results,” says founder Emilie Hoyt. Celebrating its 20th anniversary, the company recently teamed up with long-time partner Sundara, a non-profit organization that works with underprivileged women to recycle old hotel soap into new bars. It donated $1 from the sale of each Celebration Bamboo Scrub to help Sundara and its mission. According to Hoyt, in creating a charitable initiative or campaign, it’s important to take customers on a journey to learn more about the people and issues involved.