Stepping Up Aid Relief Also Aids Corporate Social Profitability
Understanding the importance of giving – and getting great PR
Global and national corporate giants have pledged huge support for Syrian refugees arriving in Canada. These corporations are in a position to make a positive impact in the lives of those who are landing with little more than the clothes on their backs, while at the same time amassing positive impressions of their commitment to Social Profitability.
They are shining examples of how being altruistic and doing good for others can lead to a ripple effect in global Corporate Social Responsibility (CSR) efforts.
Recent news articles and TV news reports have documented Air Canada’s goodwill gesture in reaching out to the Canadian government in Ottawa, offering to airlift these souls fleeing the civil war and other unrest in Syria, to bring them to Canada. Unable to fly into Syria, Air Canada could land in Istanbul and Beirut to transport the thousands of people with UN refugee status.
Demonstrating their commitment to CSR, they also offered support during another time of crisis. Air Canada filled an airplane with food and supplies after the 2010 earthquake in Haiti, flew it there and returned the flight with evacuees and some orphans.
In a press release, IKEA Canada announced its plans to support Syria’s refugees to Canada by pledging $180,000 worth of home furnishings and the basic home essentials necessary to start a new life. As well, IKEA has invited registered charities helping refugees settle in Canada to request donations through the initiative, until their project budget is exhausted.
Donations will be distributed across the markets IKEA operates in and will support the communities surrounding its 12 Canadian stores.
In the release, IKEA Canada president Stefan Sjöstrand said, “At IKEA Canada we know the home is the most important place in the world. By offering donations of home furnishings for refugees, we are not only providing the basic necessities for their new life in Canada, but more importantly offering the comforts of home in a time when they need it the most.”
Another brand committed to assisting refugees settle into life in Canada. Wind Mobile joined the conversation and announced it is working with Lifeline Syria.
Lifeline Syria was formed to “recruit, train and assist sponsor groups” helping to support 1,000 Syrian refugees coming to the Greater Toronto Area over the next two years.
Wind Mobile’s program offers refugees in the GTA free phones and the basic necessity of mobile communication with two years of Wind service.
With all of these efforts, brands have been able to tell their story in a meaningful way. Through their public expression of concern for others, they have created exponential goodwill and Social Profitability from their financial investment.