EYECARE Giving for Good How Optical Companies Align Values With Social Causes By Staff Monday, December 5, 2022 1:00 AM RELATED CONTENT ABB Optical Group Makes Giving Easy for Employees National Vision Cares Empowers Doctors and Associates to Support Local Communities L'Amy America and Two Blind Brothers Join Forces for a Bigger Purpose For ECPs, Social Purpose Is Every Day Johnson & Johnson Vision and Lions Clubs International Partner on Sight For Kids Vera Bradley Foundation’s Breast Cancer Research Is Long Supported by The McGee Group At Classic Optical, Giving Is Focused on Providing Eyeglasses to Students in Need Click to download a PDF of Giving for Good.NEW YORK—The crescendo of a global pandemic’s impact on health care, geopolitical upheaval, rising racial, diversity and inclusion awareness, climate change and fundamental economic challenges have escalated many things, one of which is a mindset among many that a company, large and global or small and independent, can and needs to more clearly spell out its values, priorities and support on a range of issues and worthy causes. Just a few months ago, Forrester Research reported that almost half of U.S. online adults report that they regularly purchase from companies that align with their personal values, and 42 percent try to support brands that are committed to social justice causes. Fully 68 percent of U.S. online adults wish more companies were transparent about their business practices, and 63 percent believe companies are responsible for protecting the environment. As Nadia Reckman, a writer at Business News Daily recently put it, corporate social responsibility, or CSR, is a form of self-regulation that reflects a business’ accountability and commitment to contributing to the well-being of communities and society through various environmental and social measures. CSR plays a crucial role, Reckman writes, in a company’s brand perception; attractiveness to customers, employees, and investors; talent retention; and overall business success. The definition of business success goes beyond profitability, growth rate and brand recognition. In today’s world, customers, employees and other stakeholders judge a company by how its activity impacts the community, economy, environment and society at large. In other words, by whether it cares about the greater good and not only greater profit. She also pointed out, CSR has evolved from the voluntary choices of individual companies to mandatory regulations at regional, national and international levels. However, many companies choose to go beyond the legal requirements and embed the idea of “doing good” into their business models. Certainly, a higher inflation rate in the latter part of this year is one development increasing a consumer priority toward value for their expenditures. But a company or brand’s perceived purpose still matters. McKinsey corroborated this in its newest report, which is that young consumers/Millennials, Gen Xers and Gen Zers tend to support environmental, social and governance-related brands and companies who do too. But health care and non-profit giving to local and disadvantaged in the many areas are still important to all sectors. In the eyecare and optical eyewear field, there continues to be a growing roster of examples of eyecare professionals, executives, companies and brands large and small, that are more consistently speaking about such diverse social causes as racial and social inequities, access to regular quality eyecare and eyewear, environmental causes, sustainability practices and much more. VM highlights just a small sampling of these on the following pages, examples of only some of the efforts being made across the optical industry in the name of being good corporate citizens, proof that making a difference matters. Remember to read VM’s A Greater Vision and VM’s Coronavirus Briefing stories on VisionMonday.com and follow our VMAIL news to learn more. Please keep the staff at Vision Monday and VMAIL in the loop and we’ll share your practice, brand or company’s message as we move into 2023.