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CORPORAT
OCIAL
RPONIILIT Y:
HOW
TARUCKI
MAKINGAN
IMPACT
eptemer24,2015

KateVandeveld

Aouproalknownow,WhWhiperifocuedonupportingorganizationand
companiethatcareaoutmakingapoitiveocialorenvironmentalimpact.
Recentl,weveeenthinkingaouthowimpactfuldifferentcompanieprogramare.
Arethereallmakingadifference,orarethejutthereforPRpurpoe?
WhiledicuingafriendemploerCRtrategrecentl,heaidthatthe"providea
dicountonagmmemerhipandincentivizeutochallengeourelveindifferentwa
withtherewardofcompanhoutoutandprize.It'jutenoughforthemtocheckoff
theocialreponiilitoxeforegoingpulic."
Thigotuthinking.Howmancompaniearejutcheckingofftheoxwhenitcome
toocialreponiilit,andhowmanareactuallmakinganimpact?
Togiveouaeneatowhatwemean,wetookalookatoneofthemotcomprehenive
CRtrategieweveeentodate:taruck.Herewhattheredoing,andwhitwork:

Whoarethe?
Amotofuknow,taruckianinternationalcoffeecompan,withover20,000tore
inover60countrietodate.utjutfiveearago,thecompanwadoingpoorl.Thi
wapartiallaareultofthefinancialcriiandinternalretructuring;ut,generall,
thecompanfuturewaleak.Aareultofthilump,taruckCOHoward
chultzlaunchedaTranformationAgenda,aimedatinvetinginthecompan

people.Theerieofinitiativelaunchedundertheagendawerecenteredonpeople,the
environment,andthecommunit.Aareultoftheeinitiative,whichwelldiveintoina
minute,taruckrecoveredfinanciall,andevenexceededitpriorrevenue,2013.

WhataretaruckCRinitiative?
taruckocialreponiilittrategiaedonthreepillar:Communit,thical
ourcing,andthenvironment.Herewhatthecompandoetohaveapoitiveimpact
ineachofthoearea:

Tohaveapoitiveimpactonthe
communitieitworkwithandin,
taruckdevelopcommunittorethat
partnerwithlocalnonprofit.The
nonprofittheetoreworkwithoffer
erviceaimedtomeettheneedofthe
communitietherelocatedin.taruck
inturndonate$0.05to$0.15per
tranactiontothenonprofitpartner.Youcanfindalitoftheecommunittorehere.
taruckhapledgedtohireatleat10,000veteranandmilitar2018,andfocue
ondiveritandincluionintheworkplace.Thecompanaloprovidetraining
opportunitieforouthintheircommunitie,andhaevendevelopedthetaruck
Foundation,a501c3whoegoalitotrengthenthoecommunitiefurther.Theearejut
afewoftheirmancommunit-centricinitiative.

Theecondpillar,thicalourcing,
dictatethewathattaruckpurchae
itproduct.Thecompanicommittedto
enuringthattheircoffee,tea,cocoa,and
manufacturedgoodarereponiland
ethicallproducedandpurchaed.The
atheirucceilinkedtotheucce
ofthefarmerandupplierwhogrow
andproduce[their]product,andotheonlpurchaethoeproductfromfarmand
manufacturerthatadheretoacertaintandardofethicaltreatment.

taruckrefertotheplanetatheir
motimportantuinepartner,and

takeacompreheniveapproachto
reducingtheirenvironmentalimpact.To
dothi,theuildLDcertifiedtore,
arecommittedtorecclingandconerving
waterandenerg,andpuruetrategie
thataddreclimatechangeonagloallevel.Generall,tarucktrietoea
environmentallfriendlapoileineverapectoftheiroperation.

Whiitworking?
Firtandforemot,taruckdecidedtoinvetinitpeopleandthecommunitiethe
workwith.Whenacompanputpeoplefirt,andfocueonmakingpoitivechangefor
thecommunitietheworkwithanderve,conumernotice.Infact,tudiehowthat
whencompanieupportocialorenvironmentaliue,93%ofconumerhaveamore
poitiveimageofthatcompan.tarucktrategandreultantoutcomeareproof
poitiveofthattud.Plu,whencompanielikeinvetintheirpeople,theeele
turnover,andemploeeecomeadvocateofthecompanawell.
Whatmore,eachear,taruckpuliheaGloalReponiilitReport(in9different
language!),thatharedatahighlightingtheimpactthevehadoverthepatear.The
uethidatatoinformthecomingeartrateg,oatoenuretheirprogramarea
effectiveapoile.RatherthanimplcomingupwithaCRtrategandlindl
tickingtoit,tarucktakethetimetomeaureandevaluateitprogram.
Werenotuggetingthatouruineocialreponiilittrateghouldeon
tarucklevelnotrightofftheat,atleat.utitnotenoughforuineetodo
"jutenoughtocheckofftheox".ThoughtfulCRprogramarentjutPRtuntora
howforinvetor,andthecompaniethatarereallucceedingareproofthatthee
programcanehugelimpactfulifimplementedwell.
DoouknowofanaweomeCRprogramthatouthinkiworthtalkingaout?What
aoutoneouthinkcouldueomeimprovement?harewithuinthecommentwere
intereted.

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