How CSR Sustains Business
Allie Cefalo
on behalf of
Horst M. Rechelbacher CEO, Aveda Corporation

Philanthropy
is an investment
• It takes $ to play the good guy in big
business
• Opportunity for investment in business
visibility
• Budgeting for programs and resources
vital to business = budgeting for CSR

Where is the business
opportunity?
• Strategic philanthropy
• Align giving programs
• Align giving pogroms with expertise and
capabilities
• CSR guides approach to every day business
• “How do we remain competitive into the next
decade?”

How CSR sustains Aveda

30 Years of beauty, environmental leadership, and responsibility
• Founded in 1978 by Horst Rechelbacher
• Manufacturer of flower and plant-based
beauty products
• 1989 First company to sign the CERES
Principle
• 7,000 professional hair salons and spas in 24
countries

“Beauty is as beauty does”

• Environmental sustainability
policy: Commitment to
improvement
• Coalition for Environmentally
Responsible Economics

Strategic Philanthropy

• Earth Fund
• Indigenous Partners
• Earth Month Partners

A Responsible Business Model
• Ingredients
• Responsible packaging
• Renewable energy

Why Should You Care?

• Marketing is employed by
companies
• Companies are realizing CSR
is important
• Customers care
• You need to know how to
market CSR

QUESTIONS?