In the age of the conscious consumer, simply posturing around ethics and ideals isn’t enough – consumers want proof that a company has demonstrable moral values. As such, the benefits of pursuing a strategy of social responsibility are essential to brand image. Instead of the usual consumption-driven marketing ploys, consumers are leaning towards more ethical purchasing behavior. Take ‘Buy One Give One Free’ promotions; rather than the age-old ‘Buy One Get One Free’ scheme, consumers are encouraged to invest in good causes while enjoying their purchase. This strategy is particularly effective for sustainable cosmetics brands, who provide a luxury product while upholding ethical standards.
Higher stakes in the CSR space
Greater emphasis on corporate responsibility is fueled by consumer concerns with the environment. Moreover, post-recession values of accountability and durability have permeated the ethical area, compelling companies to demonstrate their environmental, social and fiscal responsibility. However, this obligation has meant the CSR marketplace is increasingly crowded, making it more challenging for companies to demonstrate that they’re making a difference. Consumers are looking beyond green; instead, they are looking for in-depth corporate responsibility efforts that help the environment and communities.
Provital’s BioDeVaTe: The benefits of pursuing a strategy of social responsibility
Provital put sustainability and social responsibility at the core of their operations. For Provital, this isn’t merely PR – as an organization, they believe they have the potential, capacity, and obligation to do so. By investing in local and international projects to build a fair and environmentally-friendly supply chain, the company actively supports sustainable and ethical practices, thus maximizing the benefits of pursuing a strategy of social responsibility. A prime example is the BioDeVaTe project with farmers in Vall del Tenes, just 50 km from their HQ in Barcelona. Provital has signed an agreement with these local producers to obtain organic, aromatic plants as totally traceable raw material for their actives.
One of these farmers is Pilar Comes, who opened her farm Parc de los Olors in 2017. Pilar and her team use small-batch, mixed cropping methods to grow local species organically. Using only artisanal, manual farming methods, Parc de los Olors prioritize the promotion of high-quality, sustainably farmed local species. Currently, the farm supplies Provital with 11 organically-grown herbal species, including chamomile, thyme, rosemary, lavender, calendula, mugwort, and lemon balm.
Not only does Pilar’s work play a crucial role in creating an ecological supply chain for Provital’s products, but the farm also plays an important role in preserving and promoting the area’s traditional heritage. By organizing educational visits for school groups, Pilar and her team ensure that traditional knowledge about medicinal plants stays alive.
Creating meaningful social responsibility projects
Today, consumers won’t buy into corporate responsibility projects that they perceive to be tokenistic. Instead, the conscious consumer wants to see that companies are implementing ethical practices at every point in their supply chain. As a customer and ethically-oriented producer of sustainable cosmetics, Provital recognizes the benefits of pursuing a strategy of social responsibility. Through projects like BioDeVaTe, Provital invests in and facilitates economically, environmentally and socially responsible practices. Further down the supply chain, Provital passes these benefits to cosmetics manufacturers, who can be confident that their actives play a role in their broader corporate responsibility aspirations – a holistic approach to CSR that the conscious consumer looks for.