By Noah Rue, Contributor
Businesses that take on the challenge of social responsibility are earning higher profits and are fulfilling their ethical obligations at the same time.
For example, research from GreenPrint found that nearly 80% of consumers are more likely to purchase a product labeled as environmentally friendly. Meanwhile, separate study from IBM found that on average, 70% of purpose-driven shoppers pay an added premium of at least 35% more per upfront cost for sustainable purchases. These are some serious numbers that operators in the bar & restaurant industry should also consider.
By investing in Corporate Social Responsibility (CSR) programs, large and small businesses boost the strength of their brand, attract new customers, and may even receive governmental and private grants to fund their CSR projects.
Ultimately, it’s up to each business to decide which programs they want to invest in. However, those in the bar business may have an easier time deciding on a CSR initiative due to one simple reason: they serve alcohol. As such, bars can leverage their positions in the service industry to support public health campaigns surrounding alcohol abuse, mental health issues, and general public safety during the pandemic.
Let Your Guests Know They Have Your Support
Changing the conversation around mental health will require more than gestures, but it is a good place to start. Offering support to those struggling with their mental health is and important starting point as, unfortunately, there is a strong link between alcohol abuse and mental health issues like depression.
No bar owner or server wants to negatively contribute to a patron’s mental health, but it can be tricky to start the conversation. The easiest place to start is to make it clear that you stand behind those that are suffering. You can place informational leaflets on tables and at bars, post infographics around restrooms and areas of high traffic, and run fundraisers for local charities committed to supporting those who are struggling.
Setup Ridesharing Programs for Your Bar
Driving under the influence (DUI) continues to be a problem across the nation. Every day, 28 people are killed in the United States due to drunk driving. It’s a senseless crime, with tragic results, and significant legal repercussions.
The good news is bar owners and their team can help. Operators can create ridesharing programs through apps like Freebird that will transport customers to and from bars. This is a perfect example of CSR meeting profitable business practices: bar owners will see an increase in guests and sales, the number of DUIs related to bars in their area will be reduced, and no one has to sign up as the designated driver.
Stay on Top of Safe Alcohol Training
Creating a safe environment for the consumption of alcohol can be tricky, but it is a key ethical responsibility for bar owners and servers. Your staff should already have a state-approved bartending license which will cover the basics of safe alcohol training, but it may have been a while since they received their training. To ensure your entire staff are on the same page when it comes to safe service, you might want to consider investing in a training program (most programs can be completed remotely through e-learning apps and courses).
Of course, many employees will roll their eyes at the thought of completing online training programs. If you don’t think a training program will go down well at your workplace, you can attempt to tackle the issue yourself by engaging in productive conversations around safe alcohol service.
You can leverage this dialogue with your staff as part of your bar’s content marketing strategy. With staff’s permission, you record these conversations on alcohol safety and publish them as podcasts or videocasts through your website and social media channels. This will strengthen your commitment to public health, educate your followers and guests on your viewpoint and your commitment to safe handling, and can boost your bar’s brand image.
Take Away
We’re in a strange cultural moment: businesses across the nation are realizing their social responsibilities, and are making positive contributions to society. The businesses which successfully leverage their CSR also find themselves with a ready-made marketing strategy that creates a strong brand image with a loyal following. More broadly, the trend to invest in CSR programs is a breath of fresh air while we move through a rather repugnant time politically. For bar owners and managers, tapping into the CSR of public health initiatives can help you create positive change in your local community and provide an easy marketing win.
