A challenge that corporate citizenship practitioners often face is how to engage their customers in their citizenship activities. Developing these relationships can strengthen customer loyalty and contribute to a brand’s reputation. eBay, which provides a way for consumers to connect with cause through the eBay Giving Works platform and raise valuable funds for charity by buying and selling goods, has not only been successful in engaging customers in its giving programs, but has extended its reach to nonprofit organizations, brands, celebrities and the general public.
As more and more companies try to connect their social and environmental impacts to the bottom line, measurement and accountability are becoming a standard. One of the ways to accomplish this is by formally accounting for your company’s environmental, social and governance (ESG) impacts and integrating those metrics into the company’s annual financial reports. Dogeared, Inc. decided to formally incorporate ESG standards and transparency into its business by becoming a Certified B Corporation. Given the growing community of B Corporations around the globe, the Center reached out to co-founder, Merlin Clarke, who explained the process of becoming a B Corporation and how it has impacted Dogeared’s corporate citizenship goals.