Do the Right Thing
It would seem that during times of economic strife and uncertainty, building community and developing sustainable employment in countries across the ocean may be placed on the back burner until financial markets and economies stabilize, but this isn’t the case. “I don’t think the economy will have any effect on corporate responsibility,” noted Wurst. “I think companies who are already giving back will continue to do so. If anything, I see our efforts expanding in the upcoming year, due to an increased need from nonprofits and community service organizations.”
Driscoll echoed these sentiments and recognized a definitive push from distributors looking for ways to make ethical business decisions while finding great product, “Yes, we definitely are seeing growth in this market,” she said. “People do love the mission and want to support it,” she said, though she emphasized it does not supersede interest in a quality product.
And to those who aren’t actively making conscious choices on the promotional front, Wurst concluded, “the rewards of giving back to the community far outweigh the costs or the time taken to give back. Not only are you being responsible and giving back to those in need, but you are also creating opportunities to team build, keep employees engaged and build a stronger corporate culture.”
It can be likened to going for that cup of coffee at the same quick-stop joint every morning on your way into work—you do it because you know it is made just right, the way you like it. But what if you found out that somewhere between the fields of coffee beans and that first steaming sip that touches your lips in the morning, people were suffering and, even worse, dying—would that be enough to make you switch coffee shops? Would it be enough for you to take a left at the corner instead of a right and change your ways?