How Alejandro Betancourt Lopez Sees His Role in Corporate Social Responsibility as an Industry Titan

Corporate social responsibility refers to anything from fair hiring practices to price transparency to environmentally friendly policies. It’s a hot topic among customers, employees, and leadership alike. As the president of Hawkers sunglasses and founder of Spanish ride-sharing giant Auro Travel, Alejandro Betancourt Lopez is in the thick of CSR-related decision-making.

“Social responsibility is a big thing,” says Betancourt Lopez. “The customers demand that companies incorporate CSR into their strategy and into their business plan. It’s the very DNA of doing business.”

Betancourt Lopez practices what he preaches.

“When I launch a new product, in the very next breath, we’re discussing the percentage of the proceeds we’ll announce that will go toward a particular foundation, which foundation will participate. CSR is always present.”

And what about when things don’t go as planned on the customer-facing side?

“ Today, my businesses immediately update customers on problems with their orders” no matter where they are in the supply chain, said Betancourt Lopez . This wasn’t always the case, but making this change has led to greater brand loyalty and customer goodwill.

The Sustainability of Corporate Responsibility

For many companies, it’s not always easy to land on the right theme when it comes to marketing. For instance, a company that wants to pay more to their employees might have to raise prices for the consumer. If the consumer doesn’t have enough money to purchase the products, it can end up having a reverse effect despite the good intentions of the strategy.

Companies can also miss the mark when they promise that they’re working toward a brighter tomorrow, but when it comes to sharing a road map, they may either gloss over their plans or stretch the truth of what they’ve managed to accomplish.

Companies can wield corporate social responsibility as a potent tool for success by aligning their business goals with positive societal impact. First, integrating sustainability into core business practices, such as adopting eco-friendly processes or sourcing ethical materials, not only enhances a company’s image, but also resonates with environmentally conscious consumers. Second, actively engaging in philanthropy and community development fosters a positive brand perception and strengthens ties with local communities. Third, transparency is key; companies should communicate their CSR initiatives openly, demonstrating accountability and building trust with stakeholders. And last, a holistic approach, where CSR is embedded in the company’s culture, ensures long-term commitment and meaningful contributions to social and environmental causes. By integrating CSR seamlessly into their operations, companies can cultivate a positive brand identity, gain customer loyalty, and contribute to a sustainable and socially responsible business landscape.

As a founder and president, Alejandro Betancourt Lopez has to consider how the production of each product relates to his larger philosophies. He has to evaluate whether his campaigns make sense for the broader audience as well as all the people working under him. Nuances abound, but he says the secret to his CSR strategy is straightforward.

How Betancourt Lopez Balances the Demands of Corporate Social Responsibility

For Betancourt Lopez, being socially responsible means understanding how things shift over time. With every new turn, priorities change for corporations. It’s anticipating what’s around the corner. Essentially, companies need to read the room.

“Some of the chatter surrounding CSR hinges on fossil fuels, renewable energy, and climate responsibility. No matter where a company chooses to dive in, there are endless opportunities to be charitable.”

Betancourt Lopez’s Hawkers sunglasses brand gives back to the planet in a fashionable way. Hawkers recently added the eco-friendly H2O line, which recycles with stylish effect, to their product mix.

“Both the frames and the lenses of all six H2O models are made using materials which respect the planet. From innovative, biodegradable materials to recycled preexisting plastics. The packaging is also 100% sustainable.”

And Auro Travel has announced its intention to go net zero by 2026 by transforming its fleet to be exclusively EV.

“ I believe that you have to understand that the world is changing so fast and with the world of markets, the appetites, the cultures, everything changes and more technology, there is more adaptation needed.”

Originally published at https://www.corporatevision-news.com on January 15, 2024.