EmBODYing CSR Since 1976

            "The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed,” said Dame Anita Roddick, founder of The Body Shop.

            The Body Shop is authentic, through and through, from its cruelty-free and vegetarian products, to its fair trade commitment. Because its CSR commitment is a natural outgrowth of its founder’s values, the company’s CSR initiatives naturally seem more heartfelt.

            According to Coombs, Roddick’s “concerns resonated with many of her customers and led them to identify with the ‘beyond-business mission of The Body Shop.”’ Throughout these past weeks in class, we have discussed the importance of stakeholder identification in CSR. When stakeholder and corporate interests are closely aligned, stakeholders are more likely to identify with the company and choose that company over its competitors.   

            Fortunately, The Body Shop has a “long legacy of CSR involvement that stems from their founders’ vision,” (Coombs) which fosters stakeholder support, rather than a CSR promotional communication dilemma. Opening in 1976, The Body Shop has a deep-rooted history that has given the company an opportunity to spearhead genuine CSR efforts. With over 2,500 stores in over 60 markets worldwide today, the company’s broad scope allows for The Body Shop to have a substantial impact.

            This Saturday, Canon and I decided to venture to Brighton, a quaint beach town about an hour away from central London. From its brick-laden streets to its signature Ferris wheel, the town was charming to say the least. As we casually strolled along the pier and wandered through countless stores and antique markets, we came upon The Body Shop. After sampling a cocoa butter lotion and inhaling the aromatic scents of the products, I spotted a sign publicizing that it was the original The Body Shop location. I was thrilled to have the opportunity to venture into its inaugural store and be a witness to its deep-rooted CSR commitment. The experience brought our class material to life.

            After coming back from Brighton, I decided to search through the company’s easy-to-use website, where its CSR commitments were made clear and evident. The site communicated the entire history of The Body Shop, described its various CSR efforts and even included a page all about its founder. These pages help give stakeholders the opportunity to get to know the company on an even deeper level.

            To illustrate, The Body Shop’s five core values were listed on its website: to “support community fair trade, defend human rights, against animal testing, activate self-esteem and protect our planet.” These five values are seen throughout its entire product line and can be traced back to the same roots Roddick founded the company upon. Having strategic values helps unify the company overall, as well as increase stakeholder engagement and identification.

            Additionally, the company has its own charitable foundation, which was launched in 1990. According to its website, the foundation gives “financial support to pioneering, frontline organizations that otherwise have little hope of conventional funding. The Foundation’s focus is to assist those working to achieve progress in the areas of human and civil rights.”

            Out of curiosity, I looked up its foundation and was pleasantly surprised to find an entire website dedicated to it. From interviews with members of The Body Shop team to explanations about its global funding focus, the site is a valuable resource for all of The Body Shop Foundation’s news and information.

            Interestingly enough, the foundation is funded through the “sale of a charity product - currently, the Soft Hands Kind Heart hand cream – sold globally in the stores of The Body Shop and through various fundraising activities.” The foundation is utilizing cause-related marketing, which is when a “corporation links monetary or in-kind donations to product sales or other consumer actions” (Kotler). By funding the foundation partly through the sale of the hand cream, the foundation creates a mutually beneficial relationship with its stakeholders. The company has the opportunity to address issues about animal protection, human rights and environmental safety, while consumers can benefit from their purchase. This example of cause-related marketing is a win-win scenario, where both the company and its stakeholders benefit.

            The Body Shop has a multi-faceted CSR commitment, which allows the company to fulfill its mission and values through various outlets. The Body Shop explains: “We campaign with passion on issues close to our heart, because activism is in our blood. We always keep people, animals and the planet in mind. So when you shop with us, you are choosing beauty with heart.” The company’s dedication to CSR is both admirable and noteworthy. 
            Exactly 39 years later, The Body Shop still embodies Roddick’s words throughout its entire company: “It should be about public good, not private greed.” Personally, I believe the company continues to radiate the very sincerity upon which Dame Anita Roddick founded it, each and every day.

Citations:

Coombs, W. Timothy., and Sherry J. Holladay. Managing Corporate Social Responsibility: A 

            Communication Approach. Malden, MA: Wiley-Blackwell, 2012. Print.

Kotler, Philip, and Nancy Lee. Corporate Social Responsibility: Doing the Most Good for Your

            Company and Your Cause. Hoboken, NJ: Wiley, 2005. Print.

"The Body Shop." Beauty Products, Make-up and Skincare from. N.p., n.d. Web. 27 June 2015.

"The Body Shop Foundation." The Body Shop Foundation Home Comments. N.p., n.d. Web. 27
            June 2015.