EVOLVE Business and Professional Magazine November 2019 | Page 29

execution. At our core, we lead from the heart – whether that is
making, selling, and distributing the greatest brands and beverages in
the world, or supporting our local communities and teammates.
We value giving back as much as we value the pursuit of
excellence and commitment to grow profitability. Our approach is to
serve, to care and to change lives for the better at the local level. We
have a committee structure in our facilities that identifies, evaluates,
and supports the programs that directly impact their communities.
Corporately, we recently created a sustainability task-force to
review business practices and innovations to continue lowering our
carbon footprint, operating some of the most water-efficient plants in
the US, recycling our raw materials during the manufacturing process,
and recapturing as much of our packaging as possible for re-use. And
most importantly, we are transparent about our approach.
Our intentions, whether large or small, must be done organically
and authentically. Navigating how to talk about your CSR efforts is
critical. For us, this is the foundation – it does not matter how much
programming we provide or how much we donate to charities and
non-profits, if our own teammates and stakeholders do not trust that
we are doing the right thing because it is simply the right thing to do,
then we fail. If what we are doing is viewed solely as a marketing tool,
then we fail.
The Edelman Study also reports that, “consumers rank trust
with product, brand, and company attributes as an essential buying
consideration and expect brands to keep their promises by taking
action that makes a real difference.” When our actions and values
align both internally and externally, we believe our people, brands,
and business grow.
Building social good, with a focus on the triple bottom line: people,
the planet, and profits should be a rallying-cry in every board room.
“Creating a strong business and building a better world are not
conflicting goals - they are both essential ingredients for long-term
success.” – Bill Ford, Executive Chairman, Ford Motor Company.
Companies and industries must anticipate change to be
competitive. How do you adapt your CSR strategy to address trends
on the horizon? Some questions come to mind:
• How does employee engagement in CSR programs
affect retention?
• Should businesses consider allowing employees “gap time” to
volunteer? Will the next generation of employees simply expect
this from companies?
• How active will CSR be in the C-Suite?
• What impacts will the supply chain feel as consumers
increasingly want to see products sourced using sustainable
materials and practices?
• How do you include diversity, equality and inclusion in a CSR
strategy?
• How will technology impact CSR?
Whether your organization is starting to create and implement a
CSR strategy or already thinking about the next chapter, remember, “...
to build and sustain brands people love and trust, one must focus—
not only on today but also on tomorrow.” Irene B. Rosenfeld, former
CEO of Kraft.
P O W
E
R
I
N G
BUSINESS
W H Y FLORIDA
FOR YOU R
BUSIN E SS?
IT COULD BE
Low electric rates
Special incentive rates
Extensive transportation
infrastructure network
Access to global markets
Favorable corporate
tax environment
No personal income tax
Vice President of Community Advocacy, Christi
McGee joined Coca-Cola Consolidated’s Public Affairs,
Communications & Communities team in January 2017.
She leads the strategic development and execution of
grassroots and community programming and other
corporate responsibility engagement initiatives that provide
maximum impact among customers, consumers, elected
officials and influencers. Christi is charged with rebranding,
designing and executing a comprehensive political strategy,
and serves on the Board of the Company’s Political
Action Committee.
CONTACT US TODAY
888.488.7703
PoweringFlorida.com
NOVEMBER 2019 | 29 |