CSR examples companies: Inspiring sustainable initiatives

CSR: more than just a trend

Today, customers and investors expect companies to take responsibility. This list presents 7 inspiring CSR examples of companies – from Patagonia to Allianz – and shows how sustainability works in practice. Discover best practices from companies such as SAP, BASF, Henkel, Deutsche Telekom and BMW and find out how your company can make a positive contribution through strategic CSR measures and increase its success at the same time.

1 Patagonia – Environmental Responsibility

Patagonia is a globally recognized example of corporate social responsibility (CSR) with a focus on environmental sustainability. The company has aligned its entire business model to minimize its environmental impact, promote product repair and reuse, and support environmental activism. A milestone was the transfer of company ownership (estimated at 3 billion US dollars) in 2022 by founder Yvon Chouinard to a foundation and a non-profit organization dedicated to the fight against climate change. Patagonia thus impressively demonstrates how CSR can be anchored at the core of the company and become a central component of the brand identity. This makes Patagonia an important “CSR example company” and an inspiration for others.

Patagonia’s approach is based on a circular business model. Specifically, this means that the life cycle of the products is extended through repair services such as “Worn Wear”. Used Patagonia clothing is repaired and resold. The company also uses recycled and sustainable materials such as recycled polyester and nylon in the manufacture of its products. Transparency in the supply chain is another cornerstone. Customers can see the origin of the materials and production conditions. With the “1% for the Planet” initiative, Patagonia donates 1% of sales to environmental organizations and is involved in environmental campaigns such as “The President Stole Your Land”. Learn more about Patagonia – Environmental Responsibility and discover more ways to make your business sustainable.

Advantages of this approach:

• Authenticity: The sustainability values are deeply anchored in the corporate culture and are not just superficial marketing measures.
• Customer loyalty: Patagonia’s commitment to the environment leads to strong loyalty among environmentally conscious customers.
• Transparency: Compared to other companies in the industry, the supply chain is exemplary in its transparency.
• Innovation: The new ownership structure sends out a strong signal and serves as an innovative model for climate-oriented entrepreneurship.

Disadvantages and challenges:

• Pricing: The premium prices make the products inaccessible to many consumers.
• Growth paradox: Strong business growth can be at odds with sustainability goals, as resource consumption and emissions can increase.
• Scaling: Scaling environmental initiatives while maintaining high quality standards is a challenge.

Tips for implementation:

• Integration: Integrate sustainability into the core of your business model instead of viewing it as a separate element.
• Measurability & transparency: Measure and report transparently on your environmental impact.
• Life cycle: Develop programs that extend the life cycle of your products (e.g. repair services, resale).

Who is this approach suitable for?

Patagonia’s model is particularly inspiring for companies that want to credibly integrate sustainability into their brand and are prepared to make far-reaching changes to their business model. This approach is particularly relevant for companies in the areas of e-commerce with sustainable products, tourism with a focus on ecotourism and all companies that want to set themselves apart from the competition in the long term through authentic CSR. The transparent communication and innovative solutions can serve as a model for all decision-maker roles, from management to sustainability officers. Patagonia shows how to not only fulfill ESG and CSR goals, but how to make them the core of the company’s identity and thus emotionally bind customers.

2. SAP – Digital Inclusion Programs

SAP, Germany’s largest software company, focuses on digital inclusion, education and diversity in the workplace in its corporate social responsibility (CSR) initiatives. The company runs numerous programs aimed at providing digital skills to underrepresented groups, creating economic opportunities and promoting inclusive innovation across its global operations. These initiatives make SAP an excellent example of corporate CSR and show how a company can use its core competencies to make a positive contribution to society.

In concrete terms, this means that SAP promotes digital literacy in developing countries with programs such as “Code Unnati”. The “SAP Social Sabbatical” program enables employees to volunteer in social enterprises. With “Autism at Work”, SAP is committed to hiring neurodiverse people. And the Africa Code Week initiative teaches children and young people in Africa how to code. These programs help to close the digital divide and at the same time support future professionals and potential customers. Learn more about SAP – Digital Inclusion Programs

Advantages of this CSR strategy:

• Combating the digital divide is in line with SAP’s core competence.
• High employee motivation and commitment to CSR initiatives.
• Measurable results in skills development.
• Development of future technology specialists and potential customers.

Challenges:

• The long-term sustainability of the programs after the initial funding can be a challenge.
• There are geographical differences in the implementation of the initiatives.
• Measuring the actual social impact is complex.

Concrete examples of the success of the programs:

• Training over 1.8 million teachers and pupils in Africa in programming.
• Annual contribution of over 20,000 hours by volunteers in social enterprises.
• Creating jobs for hundreds of people on the autism spectrum.

Tips for implementing similar initiatives:

• Align CSR initiatives with your company’s core competencies.
• Develop robust measurement frameworks for social impact.
• Create opportunities for employee involvement at all levels.

Why SAP belongs on this list:

SAP impressively demonstrates how “CSR examples companies” can be implemented in concrete terms and integrated into the corporate strategy. The programs are not only well-intentioned, but also strategically smart, as they close the digital divide, promote future talent and strengthen the brand image at the same time. Individuals such as Christian Klein (CEO), Alexandra van der Ploeg (Head of Corporate Social Responsibility) and Adaire Fox-Martin (former board member) have been instrumental in driving these initiatives forward, demonstrating the importance of leadership commitment to the success of CSR programs. For companies in the hotel & tourism, e-commerce, banking & insurance, automotive & industry and SME sectors in particular, SAP offers an inspiring example of how sustainability can be credibly implemented and communicated.

3 BASF – Verbund Sustainability System

BASF, the world’s largest chemical company, has implemented a comprehensive sustainability approach with its Verbund concept. This integrated production system links production facilities to maximize resource efficiency, reduce waste and minimize environmental impact. The company has set ambitious climate targets, including carbon neutrality by 2050, and focuses on the principles of circular economy in all its operations. This makes BASF an excellent example of CSR in a corporate context (“csr examples companies”) and particularly relevant for our target group looking for best practices.

The Verbund approach is at the heart of BASF’s sustainability strategy. By intelligently linking the production plants, by-products from one plant are used as raw materials for the next. This leads to considerable savings in energy, water and raw materials while minimizing emissions and waste. The ChemCycling project, for example, enables the chemical recycling of plastic waste that would otherwise be incinerated or sent to landfill. The Carbon Management Program aims to reduce CO2 emissions through innovative technologies and processes. In addition, BASF works with farmers in sustainable agricultural partnerships to improve the environmental and social impact of agriculture.

Advantages of the Verbund Sustainability System:

• Systematic integration of sustainability into industrial processes
• Significant reduction in energy consumption and emissions thanks to the interconnected system
• Innovations in circular economy applications for the chemical industry
• Comprehensive sustainability reporting using multiple frameworks

Challenges:

• The chemical industry faces inherent sustainability challenges due to fossil raw materials.
• High capital investments are required for sustainability transformations.
• Complex global supply chain with different sustainability standards.

Examples of successful implementation:

• The Ludwigshafen Verbund site saves around 4 million tons of CO2 every year.
• Development of biodegradable plastics such as ecovio®.
• Sustainability assessment in agriculture for over 100,000 farms worldwide.

Tips for applying the Verbund approach:

• Apply systems thinking to identify efficiency potential throughout the entire company.
• Invest in process innovations that reduce environmental impact.
• Work with customers and suppliers to expand sustainability impact.

When and why should this approach be used?

The Verbund approach is particularly suitable for companies with complex production processes and high resource consumption. It offers the opportunity to achieve ecological and economic benefits by reducing waste, increasing energy efficiency and promoting the circular economy. The integrated system is a particularly promising model for companies in the chemical, energy or raw materials industries that are under pressure to improve their environmental footprint. For SMEs, the adaptation of individual elements of the Verbund system, such as the optimization of material flows and the search for synergies with other companies, can also provide valuable impetus.

With its Verbund system, BASF shows how sustainability can be implemented on a large scale and thus serves as an inspiration for other companies. The initiative is largely driven by Martin Brudermüller (CEO), Saori Dubourg (Board Member for Sustainability) and Dirk Elvermann (CFO). Further information can be found on the BASF website. BASF’s success with the Verbund system impressively demonstrates how “csr examples companies” can be implemented in concrete terms and developed into a competitive advantage.

4 Henkel – Sustainability Ambassador Program

Henkel, a multinational corporation specializing in consumer and industrial products, has developed a comprehensive Sustainability Ambassador Program. This program trains and empowers employees to become ambassadors for sustainability and to actively promote this important topic in schools and communities. Henkel integrates sustainability across the entire product life cycle – from development and manufacturing to distribution – and sets concrete goals in the areas of climate positivity, circular economy and social progress. The program is an outstanding example of CSR in the corporate context (csr company examples) and illustrates how employees can be actively involved.

The program is based on the idea that every employee can make a contribution to sustainability. Employees are trained to become “Sustainability Ambassadors” and receive the necessary knowledge and tools to represent sustainability issues internally and externally. Henkel’s “Factor 3” efficiency target – tripling the value added per unit of environmental impact – underlines the holistic approach. Initiatives for sustainable packaging and the assessment of sustainability in the supply chain round off the program.

Concrete examples of implementation:

• Over 50,000 trained sustainability ambassadors reach more than 150,000 schoolchildren.
• Development of the Nature Box cosmetics line with sustainable packaging.
• Adhesive technologies that enable the recyclability of complex packaging materials.

Advantages of the program (Pros):

• High level of employee commitment to sustainability initiatives.
• Systematic approach to developing sustainable products.
• Solid measurement and reporting framework.
• Integration of sustainability into performance assessment.

Challenges (Cons):

• The difficulty of reconciling sustainability with cost pressure in consumer markets.
• Varying consumer interest in sustainability in global markets.
• Complexity of sustainability management across a diverse product portfolio.

Tips for implementing a similar program:

• Create formal training programs to build sustainability knowledge throughout the company.
• Develop clear sustainability criteria for product development.
• Empower employees to become advocates for sustainability in their communities.

When and why should you use this approach?

The Henkel Sustainability Ambassador Program is particularly suitable for companies that regard sustainability as an integral part of their corporate strategy and want to actively involve their employees. It is an effective means of strengthening CSR activities (csr examples company), improving the corporate image and promoting a sustainable corporate culture. This approach is particularly relevant for companies in the consumer goods, industrial and e-commerce sectors, which are under public scrutiny and whose customers are placing increasing emphasis on sustainability. The model also offers SMEs a good basis for taking the first steps towards credible sustainability communication with a manageable amount of effort.

Popularized by: Carsten Knobel (CEO), Sylvie Nicol (Executive Vice President Human Resources), Fritz Henkel (founder, who established principles of corporate responsibility at an early stage).

Website of Henkel

This example deserves its place on the list as it demonstrates a holistic and employee-centered approach to sustainability. It shows how a global company is embedding CSR (csr examples company) not just as a marketing tool, but as an integral part of its corporate culture. The program provides inspiration and concrete recommendations for other companies that want to strengthen their sustainability efforts.

5 Deutsche Telekom – Digital Responsibility

Deutsche Telekom is positioning itself as a pioneer in digital responsibility, focusing on data security, data protection, digital inclusion and the ethical development of artificial intelligence (AI). The company addresses both the opportunities and challenges of digitalization with comprehensive programs to ensure that technology benefits society while minimizing potential harm. This holistic approach makes Deutsche Telekom an excellent CSR example for companies, especially in the context of increasing digitalization. The initiative shows how CSR can be successfully integrated into a company’s core strategy and provides valuable inspiration for other companies.

What does digital responsibility mean and how does it work at Deutsche Telekom?

Digital responsibility goes beyond mere compliance with legal regulations. It is about understanding the ethical implications of digitalization and proactively taking action to ensure a positive social impact. Deutsche Telekom operationalizes this by developing concrete guidelines and programs that are integrated into all business areas.

Features & benefits:

• Ethical guidelines for AI development: Telekom has established clear guidelines for the development and application of AI to ensure that these technologies are used responsibly and for the benefit of society.
• Educational program “Media literacy meets AI”: This program teaches important skills in dealing with AI and promotes an understanding of the opportunities and risks of this technology.
• Teachtoday” initiative for digital education: With Teachtoday, Telekom is committed to digital education and supports children, young people and adults in using the digital world safely and competently.
• Inclusive design for digital accessibility: Telekom relies on inclusive design principles to make digital products and services accessible to all people, regardless of age or ability.

Advantages (Pros):

• Proactive engagement with ethical issues of digitalization
• Integration of digital responsibility into product development
• Comprehensive approach to digital inclusion across all age groups
• Strong stakeholder engagement in the area of digital ethics

Challenges (Cons):

• The rapidly evolving digital landscape creates constant challenges.
• Weighing up the speed of innovation and ethical considerations.
• Complex implementation in international markets with varying degrees of digital maturity.

Examples of successful implementation:

• Establishment of an independent advisory board for digital ethics
• Development of the award-winning #TAKEPART campaign on digital responsibility
• Development of simplified smartphone interfaces for older users

Tips for implementation in your own company:

• Establish clear ethical guidelines for digital products and services.
• Consider multiple perspectives when developing frameworks for digital responsibility.
• Create training materials for various stakeholder groups.

Why this CSR example is relevant:

Deutsche Telekom shows that digital responsibility must be an integral part of a sustainable corporate strategy. Especially for Click A Tree’s target group, which is active in sectors such as tourism, e-commerce or the automotive industry, the example of Deutsche Telekom offers valuable orientation. It shows how ESG & CSR obligations can be fulfilled in the digital sector, how sustainability can be communicated credibly and how customers can be emotionally engaged with the topic. Telekom’s transparent guidelines and programs serve as a best-practice example for companies that want to strategically integrate digital responsibility into their corporate management.

Well-known representatives:

• Timotheus Höttges (CEO)
• Barbara Costanzo (Vice President Group Corporate Responsibility)
• Claudia Nemat (Board Member for Technology and Innovation)

(Deutsche Telekom website: www.telekom.com) (Please insert the correct link to the CSR page, if available)

6 BMW Group – Sustainable value chain

The BMW Group serves as an outstanding CSR example company and has developed a comprehensive sustainability approach for its entire value chain, from the procurement of raw materials to the end of the vehicle’s life. This holistic approach positions BMW as a pioneer in the automotive industry and shows how CSR examples companies can be implemented in concrete terms. The company is focused on reducing CO2 emissions across the entire lifecycle of its vehicles, implementing circular economy principles and ensuring responsible supply chain practices, especially for critical raw materials used in electric vehicles. Especially for companies with complex supply chains, as is common in the automotive and industrial sectors, BMW offers a valuable example.

How it works:

BMW’s sustainability strategy is based on several pillars: The focus is on reducing the CO2 footprint, implementing a circular economy and ensuring fair working conditions in the supply chain. This is done through concrete initiatives and programs that are integrated into the business processes. This is particularly relevant for decision-maker roles such as CEOs, CMOs, CSOs, ESG officers and CSR managers who are looking for best practices for the implementation of sustainability strategies.

Features:

• RE:SOURCE Initiative: For sustainable raw material procurement, especially of critical raw materials such as cobalt and lithium.
• Circular economy strategy for electric vehicles: Aims to reuse and recycle components and materials.
• Due diligence process for human rights in the supply chain: Ensures fair working conditions and the protection of human rights.
• CO2 reduction targets over the entire life cycle of the vehicles: from raw material extraction to disposal.

Advantages:

• Holistic approach: Takes the entire product life cycle into account.
• Innovation: use of secondary materials in premium vehicles.
• Leading blockchain-based traceability systems: transparency in the supply chain.
• Integration of sustainability criteria in supplier selection: Promotes sustainable practices throughout the supply chain.

Disadvantages:

• Premium market positioning: Limits the impact on sustainability in the mass market.
• Challenges in verifying sustainability in multi-level supply chains: complexity and transparency deficits.
• Balancing performance expectations and sustainability characteristics: Technological and economic challenges.

Examples:

• BMW i Vision Circular concept car: demonstrates the principles of circular design.
• Implementation of blockchain technology: For tracking critical raw materials.
• Partnership with suppliers: For the implementation of renewable energies.

Tips for implementation:

• Identify sustainability hotspots along the entire value chain: analysis and prioritization.
• Involve suppliers in collaborative sustainability initiatives: partnership approach.
• Invest in traceability systems for critical materials: transparency and control.

Made known by: Oliver Zipse (CEO), Ilka Horstmeier (Chief Human Resources Officer), Milan Nedeljkovi? (Chief Production Officer)

(Website: www.bmwgroup.com/nachhaltigkeit – Please replace this with the correct link to the BMW Group sustainability page)

Why this example is included in the list:

The BMW Group shows how a global company can put a comprehensive sustainability strategy into practice. The example offers concrete CSR examples of companies and demonstrates best practices for the automotive industry and beyond. From raw material procurement to recycling, the entire life cycle is considered and optimized. This is particularly relevant for companies that want to fulfill their ESG & CSR obligations and credibly integrate sustainability into their brand without the risk of greenwashing. BMW’s use of innovative technologies such as blockchain for the traceability of raw materials provides inspiration and shows possibilities for the future of sustainable value creation. The example therefore speaks directly to Click A Tree’s target group and offers valuable insights and suggestions.

7 Allianz – Climate risk insurance: A CSR example for companies

Allianz, one of the world’s largest financial services providers, impressively demonstrates how CSR initiatives (“csr examples companies”) can be put into practice. With innovative insurance products and investment strategies, the company is tackling climate change and setting a strong example of corporate responsibility. Allianz combines commercial products with social commitment by offering climate risk insurance for vulnerable populations while pursuing ambitious decarbonization targets for its investment portfolio and operations. This example is particularly relevant to our target audience at Click A Tree as it shows how sustainability and commercial success can go hand in hand. Companies from industries such as hospitality & tourism, e-commerce, banking & insurance, automotive and SMEs can learn from this approach and adapt it to their specific needs.

How it works:

Allianz is addressing climate change on several levels. Firstly, it is developing special insurance products that cushion the financial risks of climate-related damage. This includes both traditional insurance policies and innovative, parametric solutions that pay out automatically when certain climate events occur. Secondly, Allianz integrates sustainability criteria into its investment decisions. Specifically, this means excluding coal-related investments and implementing a net-zero emissions target for the investment portfolio by 2050. Particular attention is paid to the development of climate risk assessment methods for investments.

Successful implementation:

Allianz can already point to a number of successes, including the provision of microinsurance for over 46 million people in developing countries. The development of parametric insurance solutions for climate events, such as droughts or floods, is another example of the company’s innovative strength. In addition, Allianz’s “Sustainable Cities Initiative” supports urban resilience planning.

Advantages:

• Addresses both commercial and social aspects of climate resilience
• Integration of sustainability criteria into the core business (insurance and investments)
• Development of innovative risk transfer mechanisms for climate impacts
• Systematic phase-out of coal-related investments

Disadvantages:

• Tension between short-term profitability and long-term sustainability goals
• Challenges in accurately pricing novel climate risks
• Geographical restrictions on the implementation of microinsurance programs

Tips for implementation:

• Development of innovative insurance products that address climate vulnerabilities
• Transparent reporting on climate risk exposure
• Partnerships with the public sector for risk sharing in vulnerable regions

Why this example belongs in the list:

Allianz shows how a global company can strategically integrate sustainability into its business model and at the same time make a positive contribution to society. The combination of commercial products and social commitment makes this approach particularly effective. Learn more about Allianz – Climate Risk Insurance

Special features and benefits:

• Insurance products for underserved markets (emerging consumers)
• Net-zero emissions target for the investment portfolio by 2050
• Climate risk assessment methods for investments
• Microinsurance products for climate vulnerabilities

Made known by: Oliver Bäte (CEO), Günther Thallinger (Member of the Management Board responsible for Investment Management), Line Hestvik (Chief Sustainability Officer)

This example from Allianz offers valuable insights for decision-makers, ESG managers, marketing departments and anyone who wants to credibly integrate sustainability into their company. It shows how to fulfill ESG & CSR obligations, make sustainability visible and emotionally engage customers with real impact projects without greenwashing.

CSR Initiatives Comparison of 7 Companies

Company	Implementation complexity ?	Resource requirements ?	Expected results ?	Ideal use cases ?	Main advantages ?
Patagonia	Medium – Integration of sustainability in the business model and supply chain	Medium – material innovation, repair services	Strong brand loyalty, environmental protection, transparency	Environmentally conscious brand management, sustainable product development	Authenticity, transparency, innovative ownership structure
SAP	High – Diverse programs and global implementation	High – Personnel commitment, educational partnerships	Improved digital skills, inclusion	Digital education, declaration of the workforce	High employee participation, measurable impact
BASF	Very high – integration of industrial processes	Very high – investments in technology and infrastructure	Energy and emission savings, circular economy	Chemical industry, process optimization	Systematic resource efficiency, innovative strength
Handle	Medium to high – Training programs and sustainability assessment	Medium – employee training, product development	Raising awareness, sustainable products	Sustainability ambassadors, product and supply chain work	Employee commitment, clear measurements, product integration
German Telekom	High – Development and implementation of digital ethics and education programs	Medium to high – Technology, stakeholder management	Protection of privacy, digital inclusion	Digital responsibility, ethics in technologies	Proactive ethics design, comprehensive integration
BMW Group	Very high – Life cycle management and supply chain transparency	High – innovations, traceability, supplier coordination	CO2 reduction, circular economy, transparency	Automotive industry, sustainable mobility	Holistic approach, blockchain integration
Alliance	High – Development of complex insurance products	High – risk management, data analysis	Climate risk minimization, social security	Financial industry, climate risk protection	Combination of business and social impact, innovation

Sustainability as a success factor

The seven CSR examples of companies presented – from Patagonia’s focus on environmental responsibility to the BMW Group’s sustainable value chain – impressively illustrate that sustainability is not a cost factor, but a key success factor in the modern business environment. From digitalization at SAP and Deutsche Telekom to BASF and Henkel’s sustainable systems and Allianz’s commitment to climate risk, these examples show how integrating CSR into corporate strategy not only has a positive impact on society and the environment, but also strengthens customer loyalty, increases brand value and can open up new markets. Particularly for companies looking to integrate sustainability into their core strategy, Theory House’s exploration of sustainable retail marketing offers valuable insight and inspiration. By taking inspiration from successful “CSR example companies”, companies can effectively achieve their sustainability goals and be economically successful at the same time.

The key is not to view CSR as an isolated measure, but as an integral part of the overall corporate strategy. The implementation of sustainable practices should be authentic and credible in order to avoid greenwashing and gain the trust of customers. Only in this way can companies benefit from the advantages of sustainable corporate management in the long term and make a positive contribution to the future.

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