It’s our shared future: best practices for social impact through brands

There are numerous ways for companies and brands to make a social, positive impact — something that is urgently needed in today’s world. Only by working together as a society, which includes businesses and brands, can we truly make a difference and create a better world for everyone. But what does this look like in reality, beyond theory and strategies? What is actual brand responsibility? Here are 3 examples that have made a positive impact through their campaigns, strategies, and actions.

Setting the Stage: How to Measure Social Impact of Brands

Before we can discuss brands and their impactful campaigns that have truly made a social impact, we need to define how this impact can be measured. There are several approaches and practices for this:

• Social Return on Investment (SROI): One of the most commonly used metrics for measuring social impact or the overall positive influence of brands and companies. It evaluates the value of social, environmental, and economic outcomes relative to the resources invested by assigning monetary values to social outcomes — such as improved health or education access — and comparing them to the investment.
• Sustainable Development Goals (SDGs): Although not free from criticism, the SDGs are frequently used by companies and brands to commit to specific goals, making their efforts measurable and verifiable. Metrics such as carbon footprint, diversity rates, or community development initiatives are commonly tracked.
• GRI Standards: The Global Reporting Initiative offers a framework for companies to report on their initiatives, practices, and actions. Metrics vary by industry and can include areas like environmental impact, labor practices, and community engagement.

These examples highlight the importance of reporting — bringing efforts to the public eye and holding companies accountable for their actions.

In addition to these, there are other methods, such as stakeholder surveys and feedback, third-party certifications and audits, and case studies and success stories. These diverse approaches ensure that brands’ social impact is not only measurable but also credible and actionable.

Example 1: REI Setting New Standards in the Retail Sector

REI has become a leading example of how brands can balance business with meaningful social and environmental impact. Known for its commitment to sustainability and inclusion, REI continues to push boundaries, influencing both the retail industry and its community.

One of the company’s standout initiatives is its decision to set higher standards for the brands it partners with and focusing on social marketing in many of their business decisions. These guidelines ensure that products meet specific sustainability and social responsibility criteria, encouraging the adoption of better practices across the board. By holding itself and its partners accountable, REI demonstrates what responsible retail can look like.

To further its impact, REI made a bold move in leadership by appointing Wilma Wallace as Chief Diversity & Social Impact Officer. This shift emphasizes the importance of diversity and inclusion at the core of its operations. It’s no surprise that REI was named one of Forbes’ Best Brands for Social Impact in 2023 and 2024, highlighting its role as a community-driven, ethical company. However, no story of social impact is without its challenges. REI faced criticism in 2022 when workers at its Manhattan store sought to unionize, citing grievances over wages and working conditions. The company’s response, which included anti-union messaging, sparked backlash and raised questions about its internal practices.

Despite this, REI’s external efforts in sustainability and inclusion are reshaping the retail industry. By setting benchmarks for transparency and ethical practices, REI Co-op serves as both an inspiration and a reminder that genuine social impact requires ongoing effort and accountability.

Example 2: Subaru – Leading the Way in Corporate Social Responsibility

For the second consecutive year, Subaru has been recognized as one of Forbes’ Best Brand for Social Impact, a testament to its commitment to meaningful corporate social responsibility (CSR). Subaru’s success lies in its ability to seamlessly integrate CSR into its brand identity, proving that doing good can also drive business success.

A cornerstone of Subaru’s impact is its the Subaru Love Promise initiative which focuses on supporting communities, preserving the environment, and promoting health and education. Through programs like these, Subaru demonstrates its dedication to creating positive change beyond just selling cars.

Another standout effort is Subaru’s ongoing commitment to environmental sustainability. The company has achieved zero-landfill status at all its manufacturing plants in the U.S., a milestone that aligns perfectly with growing consumer demand for eco-friendly practices. Subaru also partners with organizations like the National Park Service to promote conservation and environmental education.

Subaru’s philanthropic impact is equally notable. Through its Share the Love campaign, the company has donated over $250 million to nonprofits, benefiting causes ranging from animal welfare to senior assistance. This approach fosters a deep connection with its customers, who see Subaru as a brand that shares their values.

By aligning its business practices with societal and environmental goals, Subaru continues to set a high standard for CSR in the automotive industry. Its ongoing success proves that when brands prioritize purpose, they not only enhance their reputation but also make a lasting impact.

Example 3: Sims Ltd. – A Hidden Champion

A third, maybe less well-known company, is Sims Ltd. from Australia. The recycling company got voted to the most sustainable corporation of 2024 by Corporate Knights. At its core, Sims Ltd. is transforming the recycling and waste recovery industry. By processing over 20 million metric tons of materials annually, including scrap metal and electronic waste, the company plays a critical role in advancing the circular economy. This approach reduces environmental harm by extending the life cycle of valuable resources, addressing the urgent need to tackle resource depletion and minimize electronic waste globally.

What makes Sims truly exceptional is its bold commitment to sustainability. The company has pledged to achieve net-zero carbon emissions by 2042, and its adoption of renewable energy and energy-efficient operations has already positioned it as an industry leader in decarbonization efforts.

Beyond environmental strides, Sims Ltd. also champions diversity and inclusion. With one of the highest percentages of women in leadership roles within its sector, the company demonstrates that social equity and environmental sustainability go hand in hand.

As a pioneer in circular economy practices and a leader in workplace equity, Sims Ltd. exemplifies how businesses can balance profitability with purpose. Its success underscores the powerful role companies can play in shaping a greener, fairer future — making it a standout example of impactful corporate social responsibility in 2024.

If you’re looking for actionable insights and inspiring social enterprises making a difference, check out Impact Hub Vienna’s Social Enterprises. Their work highlights the role of social enterprises in driving sustainability and supporting companies on the path to a greener future.

Having an Actual Impact: It’s Not That Easy

Show how important the role of large companies is when it comes to making a difference.

Making a real difference as a company is not that easy, as the three examples show. But, all three companies are front runners in their industry and have done a lot to achieve this and have been rewarded for it: Such efforts have real benefits and can lead to higher sales, better customer loyalty and a real impact in the long term. Most importantly, however, these three examples.

How can companies work towards net zero? Learn more here