Today, almost all organizations are emphasizing on social responsibility and this has become among the major factors in securing a competitive edge. Companies strive at achieving a balance between the economy and the ecosystem in order to kill the perception that firms are only after maximizing profits and Whole food industry is no different. Social responsibility is good for the business of this American supermarket chain and this paper endears to discuss this statement in fine details.
Alignment with its Vision and Mission
Whole Food business has developed a vision on sustainability which stresses in creating a future that underscores the value of creativity, individual choice, and diversity. To this end, it means that social responsibility fosters this vision because it promotes the utilization of human and material resources in ways that do not devalue the ecosystem. As such, over the years, the company has increased the accountability of its actions by changing and rethinking its co-ordination with the environment, food supply and various respective bodies. On the other end, the mission of the company is to deliver standard least processed and naturally preserved foods. The mission is also graced with a logo advocating for inclusiveness. The logo’s mantra is Whole-Foods-Whole People-Whole Planet. Hence, with such a vision and mission, the need for social responsibility in this supermarket chain cannot be over-emphasized.
Suffice is to say that the mission and vision displays a devotion to social responsibility. In order to maintain its success and reputation, Whole Food must show commitment to sustaining this mission and vision. The implementation of social responsibility at all levels of the company ranging from the processing stages to grocery stores manifests the application of its vision and mission in ways of doing business. Social responsibility is necessary and inevitable for Whole Food’s business, especially since the company aims at leading by example in the pursuit of a sustainable future. The role is to not only shape its ways of operations in tandem with social responsibility but also compel people in the participation of a sustainable world. One of the ways the organization is doing so is by increasing education and production on organic foods and natural products. Whole Food’s focus on sustainability and ethical business endeavors as well.
Creating Value for All Constituencies
Whole Food business does not solely answer to investors because customers, employees, suppliers and the community are equally important. The company should create value for all of them because different stakeholders have varying needs and desires. It is the function of the company to satisfy them as long as they are valid and legitimate. Inasmuch as it is essential to maximize profits in line with investors’ needs, it does not warrant a company to undermine the perspectives of other stakeholders. Since the inception of Whole Food 39 years ago, the business has grown and developed impressively. It boasts a robust market capitalization and registers billions of sales annually. An interview with one of the company’s executive revealed that the success was not as a result of primarily fulfilling the needs of investors. Whole Food significantly prioritizes customers thus shifting from a profit-centered business. A customer-centered business is valuable than the profit-centered one. The former is broader and more inclusive than the latter leading to greater passion, interest and empathy.
Therefore, in a customer-centered business, social responsibility is paramount, which is why Whole Food enumerates six stakeholders ideal for serving – customers, employees (team members), investors, vendors, communities and the environment. Social responsibility ensures the creation of value in various levels of these stakeholders. Even better, it enables the flexibility of the organization because the satisfaction of their needs is a process. Every stakeholder can only be contented for a short while before another desire emerges. It is thus the responsibility of the company to continually offer solutions to this process and improve the business competitiveness in the marketplace. In fact, the customer-centered business promotes a profit-orientation model because it is an excellent marketing strategy since it eventually benefits investors substantially citing consequences such as customer retention and influencing purchase decisions. In the case of the community and environment, the company is perceived to be altruistic, and this has long-term benefits for the investors. Whole Food is known to make donations every year. One of the critical philanthropic acts is the 5-days donations of 5% of its store sales to selective non-profitable organizations. This has greatly boosted the growth of the firm, specifically in terms of increased sales.
Education and Public Participation
Whole Food significantly engages the public, particularly on matters of sustainability. Every store of this company has ‘Take Action Centers’ whose main purpose is to educate customers on environmental issues that are top concerns locally, nationally or/and internationally. The topics include organic foods, genetically modified foods, good agricultural practices among many others. Importantly, Whole Food enlightens the customers on how they can influence the change to sustainability by informing them of the current legislation governing the issues. Hence, this serves as a spectacular marketing strategy, especially since the business sells products which are friendly to both the environment and human’s health and safety.
The company goes ahead to stress on the value of all forms of life. For example, the pursuit of tuna fish is characterized by a hot debate due to the killing of dolphins incurred during the hunting. Whole Food is one of the organizations that vehemently condemn the killing of these creatures in the name of pursuing tuna. The company urges its customers to only buy tuna from fishermen who use fishing methods as opposed to those who eliminate dolphins. Whole Food also creates awareness on the welfare of animals. Therefore, this company is grounded in social responsibility and it promotes regulation, enforcement and accountability in its operations. The company has immensely benefited from social responsibility, such as the acquisition of massive following from the public thus augmenting the number of its customers and sales. Various agencies have also commended its efforts thus pushing its products and services. Besides the associated innovation, the company has won customers through its inspirational and engagement programs.
Apparently, social responsibility is the heart of Whole Food’s growth and profits. It prioritizes social responsibility – a move that has remarkably rewarded the company in the long-run and it serves as an example in sustainability. It swiftly infuses environmental urgencies in its structure so deeply that one may confuse it for a non-profitable organization. It has managed to secure a prominent position in the free market economy through the approach of social responsibility. The company is bound to continue with this role since matters of social responsibility are gradually evolving, particularly in the line of environmental sustainability. Nevertheless, social responsibility is good for Whole Food’s business.
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