January 29, 2016
Lifestyle brand Swarovski is making its corporate social responsibility initiatives crystal clear with a redesigned Web site for its foundation.
Swarovski Foundation’s site has been given a cleaned up look, creating a space for consumers to learn about its work fostering education, supporting health initiatives and protecting the environment. Consumers, especially the up-and-coming millennial generation, are concerned about the impact of the brands they buy from, making CSR a key differentiator.
Swarovski’s new CSR site was unveiled at the start of 2016. The new design opens with the headline and call-to-action to “Give. Support. Inspire.”
Screenshot of Swarovski Foundation Web site
On the homepage, consumers can read about the Swarovski Foundation, which was founded in 2013 to honor the memory of Daniel Swarovski, the company’s founder. Continuing his legacy, the philanthropic arm of the house works to support the pillars of culture and creativity, wellbeing and the preservation of natural resources.
A quote from Mr. Swarovski explains that helping others is key to one’s own success.
Below, consumers can explore the idea of assisting others at work around the world.
In the field of culture and creativity, the Swarovski Foundation has preserved sites, such as its project restoring the San Giorgio. It also participates in events, such as the Venice Biennale in 2014, where it collaborated with Rem Koolhaus on an installation entitled “Luminaire” (see story).
Swarovski Luminaire at the 2014 Venice Biennale
Swarovski also contributes to creative fields as a major donor to the Design Museum, London, and through scholarship programs for students at Parsons the New School for Design and Central Saint Martins.
In the Wellbeing hub, Swarovski shows its work to promote health, social equality and education.
When the ebola crisis hit Africa, Swarovski Foundation donated to Doctors Without Borders, and the foundation helps fund medical research through Cancer Aid Tyrol.
The organization also supports the NSPCC’s “Letting the Future In” program, which helps children who have survived abuse cope and heal emotionally through play.
Screenshot of Swarovski Foundation Web site
Nest, which protects the livelihood of female artisans in Varanasi, India and Women for Women International, which works to educate and support females in conflict areas so they can help their nations move toward peace, are also on the list of beneficiaries.
Sustainability is a hot topic, and Swarovski shows it is playing its part in the fight against environmental destruction in the third pillar.
The brand works with Naga, a Netherlands-based organization that works to restore ecosystems and climates, on its project in Kenya to revive more than 7 square miles of grassland. Creating more of an impact, this work provides employment, makes water more readily available and improves the variety of plant life in the area.
Swarovski Foundation also partners with WaterAid in Ethiopia to improve sanitation and provide education on water usage to farmers.
The new site includes a lot of imagery, enabling visitors to visualize the impact Swarovski is having on a global scale.
Making an impact
Many brands are looking to be more transparent about the work they are doing, ensuring that their efforts do not go unnoticed.
For instance, Italian luxury conglomerate Prada Group is letting its consumers see its company with new eyes thanks to a dedicated microsite.
Csr.pradagroup.com provides a window into the group’s social responsibility initiatives, from its revitalization of old plants and a tannery to its measures to combat climate change. Both transparency and showcasing positive values are attractive to younger consumers, but even if that were not the case, such responsibility comes with the image Prada Group cultivates (see story).
Research from The Future Laboratory, which tracked the five stages of luxury consumption, found that 15 percent of luxury consumers are currently in the “Responsible and Aware” stage.
These individuals are most concerned about the impact of the goods they are buying. They seek out brands that care about doing good, particularly in topics surrounding the environment, and brands invite their loyal fans to become an active part of their efforts.
Millennials make up 41 percent of this subset, making it an important target audience for the future (see story).
CSR initiatives can have an impact on a brand beyond shaping consumers' buying decisions.
Forty-six percent of CEOs agree that climate change and the scarcity of resources will transform their business, according to a new report by Positive Luxury.
Positive Luxury’s “2016 Predictions for the Luxury Industry: Sustainability and Innovation” report examined impactful events from 2015 to forecast how these world happenings will impact luxury going forward into 2016. Sustainability is proving itself more than just a fad, with consumers becoming increasingly aware and conscious of how and what they purchase, and as a result investors are putting more weight into sustainable business models (see story).