Many retailers have chosen to highlight as a competitive advantage their dedication to community and humanitarian efforts. Consumers, such as millennials, increasingly value companies that emphasize improving the wider society, as noted in Deloitte’s recent Millennial Survey 2017.
In this article, I’ll address three businesses that use social media to publicize their efforts toward improving humanity.
Ten Thousand Villages
Ten Thousand Villages is a fair-trade retailer in Akron, Pennsylvania with more than 50 retail locations throughout the U.S. What makes Ten Thousand Villages unique is its dedication to nurturing lasting relationships with its makers-suppliers across the globe, especially in third-world countries.
Since its founding in 1946, Ten Thousand Villages has helped over 20,000 makers in over 30 countries earn over $140 million. Ten Thousand Villages ensures the makers are fairly compensated and have good working conditions.
In addition to including product information on its ecommerce site, Ten Thousand Villages spotlights the makers of those products and provides printable “story cards” for each item.
OluKai Preserves Hawaiian Culture
OluKai is a Hawaii-based footwear retailer. Its website states, “Years before OluKai was profitable, we were giving back because that is part of our core values.”