Corporate Canada Targets Women’s Needs for Social Profitability
From health to domestic abuse, companies pledge their support
Each year, companies large and small make a commitment to causes that impact the lives of women. These partnerships not only benefit women’s causes, but also create a higher level of connection between the company and their employees. Whether through employee fundraising, participation or pro-bono gifts, becoming involved and supporting causes benefits staff, which in turn benefits the company’s Social Profitability.
Many companies use their corporate citizenship to help bring awareness and national attention to a problem, concern, or provide the ability to empower women to achieve better lives for themselves.
Take the example of Shoppers Drug Mart, who has been addressing the health care needs of Canadians since 1962. For the past five years, Shoppers Drug Mart has supported women’s health, contributing $57 million to various organizations.
The retailer recently launched its new “Love You” program, to support health initiatives and educate female customers about health issues. The program gives Shoppers Drug Mart a consumer-focused cause identity and speaks more directly to its female customer base.
“Our re-launch is still staying with women’s health because it’s something that really resonates with Shoppers Drug Mart within our organization and externally,” said Lisa Gibbs, Director of Community Investment. “But it also refocuses our point of view around the lens of women and how they define their health.”
Shoppers Drug Mart sponsorships also include:
• Run for WOMEN, Canada’s first and only national women’s and girls’ running race series
• A three-year partnership with Osteoporosis Canada to support continuing education for Shoppers Drug Mart pharmacists on how to help patients slow the progression of osteoporosis through medication, vitamins and lifestyle changes.
• A collaboration with Women’s College Hospital in Toronto, as the premier sponsor of womenshealthmatters.ca, to support new initiatives aimed at a higher level of understanding and treatment of women’s health and mental health issues
• The toll-free, bilingual Motherisk helpline, available across Canada to expectant parents, new mothers and baby caregivers, and supporting the Motherisk program continue its vital work by funding its ongoing research.
Another company with a clear connection to women’s issues is Mary Kay, through The Mary Kay Ash Charitable Foundation (MKACF). Their mission in Canada is to support women living with cancer through the Look Good Feel Better® program and to help end violence against women by providing grants to women’s shelters and community outreach programs.
Recognizing that one-in-three Canadian women will be affected by domestic violence at some point in their lives, The Mary Kay Ash Charitable Foundation’s Shelter Grant program has donated over $1 million since its inception. MKACF is continuing to award a $10,000 grant in each province/territory throughout Canada to support these women as they strive for healing and hope.
These are just two exemplary companies that factor Social Profitability into their corporate culture and are providing ways to make life better for women in their communities.