Lesson 2: Social Responsibility

Consumers

With access to the Internet, consumers are becoming more aware of companies’ participation in social endeavours.


Many consumers are more inclined to purchase at a business that is involved in a social issue that they feel is worthwhile. Because businesses need consumers to be successful it is important that they are in tune with consumer wishes.

In 2016, the community of Fort McMurray was devastated by wild fires. Many businesses in that community and elsewhere donated free goods and services to help the people. Additionally, if consumers donated to the Red Cross, many stores matched their contributions. If you knew of that support, would you be more inclined to shop at the stores that were supportive?

Also in 2016, in an attempt to be socially responsible, Earls Restaurants made a decision to serve certified humane beef in its restaurants. However, this beef was sourced from the United States. Because Earls did not anticipate the uproar from many consumers who wanted to support local ranchers, the chain had to rethink its initial decision. This resulted in more time and effort to undo the negative publicity that was generated. This emphasizes that businesses must be mindful of their consumers.