Today’s consumers want more than
quality products; they want to buy from companies who care about giving
back and engaging in ethically and socially responsible business practices. Target
claims that it is committed to providing individuals with exceptional customer
service and savings on their favorite products, celebrating workplace diversity
and inclusion, and engaging in corporate social responsibility. Target has shown
its commitment to customers through the following social initiatives.
- Target’s educational
program is one of its largest CSR projects. The corporation plans to donate
$1 billion dollars to fund education by 2015. Target has developed literacy
pilots, donated books to local communities, and funded school library
makeovers. The Target International Giving Program was established in 2002 to
assist in providing children with quality accessible education throughout the
world.
-Target has also been committed to protecting the environment
since its doors opened in 1962. It supported urban renewal programs and river
and waterway cleanups in the 1960s before CSR was popular. Today, Target has
devoted itself to numerous sustainability practices, such as providing
customers with a wide selection of sustainable products (e.g. Seventh
Generation Cleaning Supplies) and giving away millions of reusable bags each
year. Target also uses energy efficient
lighting in its stores, as well as sustainable packaging for its products.
There are recycling kiosks in each store to encourage customers to be “green”.
-Target is one of the founding members for the Alliance to
Make US Healthiest, which is “A coalition that helps people nationwide become
more physically and emotionally healthy, and aims to help the U.S. become the
healthiest nation in a healthier world.” Target has also taken steps to provide
opportunities for its employees. The corporation offers career and mentoring
opportunities that can help employees prepare for management positions.
Employees are also encouraged to engage in volunteer work with organizations
like United Way. Employee and consumer safety are highly valued, and all
employees are trained in disaster preparedness.
Corporate social responsibility goes beyond the scope of helping
local communities and consumers. In recent years the public has demanded safer
working conditions for foreign laborers in developing countries. Target is committed
to responsible and ethical sourcing. It was one of the key contributors to the
launch of the Alliance for Bangladesh Worker Safety.
With a large company that caters to millions of diverse
consumers each year, it makes sense to have multiple social initiatives. It
makes sense for companies to contribute to the communities they serve, and
Target certainly puts its money where its mouth is in that respect. Target
should definitely continue expanding and developing new social outreach programs.
I think that a more extensive program that encourages healthy eating and living
would be a great idea. So many Americans are choosing organic and becoming more
selective about the food they feed their families. Target is certainly a model
for other companies who plan to integrate CSR into their business operations.
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