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Causes and Commerce: Kitchen and Bath Brands Doing Good

March 28, 2022

Are corporate charitable alliances a profit-shrinking marketing gimmick or a meaningful contribution? The answer may surprise some in the kitchen and bath industries. A study by Nucleus Research shows that philanthropy is good for business, with the average consumer willing to pay up to 6% more for a product from socially responsible companies. The research is part of a guidebook developed by Nucleus for Saleforce.org Philanthropy Cloud – a platform that connects consumers and corporations with the causes they care about.

“Consumers show loyalty to brands aligned to their own values, even if that means spending a little more,” said Rebecca Wettemann, VP of research at Nucleus Research. “Plus, employees are increasingly driving cause-based engagements from within. Businesses need to prioritize corporate social responsibility and consider better ways to centrally manage the overall process.”

Younger generations in particular are demanding social responsibility from their employers and from the brands they buy. As the data shows, businesses need to manage the process or risk employee attrition, brand confusion and even decreases in revenue.

Other key findings include:

  • Consumers are 64% more likely to recommend socially responsible companies to friends.
  • Consumers are 63% more likely to try new products from socially responsible companies.
  • 50% of respondents believe it is important or very important to work for a company that supports philanthropic causes they favor.

“It’s always nice for businesses to give to worthy causes,” said Ian Campbell, CEO of Nucleus Research. “But to bump revenue potential by 6% and rev up word-of-mouth promotion is not only icing on the cake, it’s a strong call for businesses to be more strategic in how they approach corporate social responsibility.”

Here are four kitchen and bath businesses that have stepped up and are making a difference to worthy causes.

BOCCHI

causes house framingHomes and Hope for Kentucky works with low- to middle-income families who are often overlooked in these unforeseen disasters. They may not qualify for significant government assistance but also do not have the funds or sufficient insurance to repair the damage from this historic event. The news of the tornado and awareness of the Homes and Hope for Kentucky team quickly spurred Bocchi to action, with the company offering to donate faucets to homeowners in need.

It was important to Bocchi that the individuals had decision-making power regarding the style and finish of the faucet they received to make the rebuilding process as empowering as possible. Homeowners gravitated toward the Lesina Faucet with side sprayer, the Maggiore Faucet with pot filler and the Belsena Pull-Out Faucet in brushed nickel, oil-rubbed bronze and chrome finishes. In total, Bocchi donated almost 150 faucets with a retail value of nearly $60,000.

“The devastation caused by natural disasters is always heart-wrenching, but to see entire towns wiped out in a matter of minutes – in this case, just weeks before Christmas – really struck a chord with us,” said Dawn Robinson, director of marketing and communications at Bocchi. “Rebuilding will be a monumental task, and we are fortunate to be in a position to help. It is gratifying to be a part of the group that is working to restore homes and a sense of community to the town of Mayfield.”

BEMIS

causes bemis toilet seat Washington mall

Photo by Paul Morigi/Getty Images for Fight Colorectal Cancer

To mark Colorectal Cancer Awareness Month, Bemis Manufacturing Company teamed up with leading advocacy organization, Fight Colorectal Cancer (Fight CRC), in March.

The family-owned manufacturer donated 100 toilet seats that were installed on the National Mall in Washington, D.C., as part of Fight CRC’s “United in Blue” installation. Each seat displayed an awareness fact or statistic about the disease, which is the second-most fatal cancer in the U.S. The seats surrounded more than 27,000 blue flags on the National Lawn, each symbolizing a projected case of colorectal cancer in someone under age 50 by the year 2030.

“As a manufacturer of toilet and bidet seats, we produce a type of product that people sometimes don’t want to openly talk about because of its private nature,” said T.J. Stiefvater, director of marketing for Bemis. “The same can be said for colorectal cancer. We feel strongly about shining a light on it and helping raise awareness about what can be done to alleviate the suffering it causes.”

Contrary to popular belief, colorectal cancer is not an “old man’s” disease. One in 23 men and one in 25 women will be diagnosed with this type of cancer in their lifetime. In 2022, the American Cancer Society estimates there will be 106,180 new cases of colon cancer and 44,850 cases of rectal cancer. By 2030, colorectal cancer is projected to be the No. 1 killer cancer among those ages 20-49. 

SANIFLO

causes Saniflo logoSaniflo North America, a division of Group SFA, the world leader in above-the-floor macerating and grinding toilets and drain pumps, is a Mission Supporter Sponsor of Plumbers Without Borders (PWB). The ultimate goal is to support the group’s efforts to connect volunteer plumbers and industry resources with organizations working to increase access to safe water and sanitation worldwide.

“We have been gratified and encouraged by our industry’s generosity, and we’re excited and proud to be aligned with SFA Saniflo,” said Domenico DiGregorio, president of PWB.

“We look forward to partnering with PWB on non-governmental organization projects that could potentially benefit from Saniflo’s above-floor macerators, grinders and drain pumps,” said Regis Saragosti, CEO of SFA Saniflo North America. “Plumbers Without Borders has done so much to advance community empowerment and improve sanitation around the world, and we are proud to be a part of that mission.”

As a Mission Supporter Sponsor, Saniflo North America will support the philanthropic work and causes of PWB with product donations and technical support on a case-by-case basis. Based on past projects, the organization predicts one or two projects that could benefit from Saniflo’s innovative, above-floor plumbing solutions.

Plumbers Without Borders is currently coordinating with partner organizations involved in installing rainwater harvesting systems, water filtration and above-ground water tank storage, in addition to building pit latrines and other hygiene-improving systems in several villages in Africa.

“I was heartened to see SFA Saniflo’s story of a donation equivalent to three Planet Water filtration systems in Cambodia,” said DiGergorio.

AJ MADISON

ajmadisonAJMadison, a family-owned company and the leading kitchen appliance retailer in the country with more than 2.5 million customers, is addressing two critical issues this coming Earth Day: sustainability and food insecurity in the U.S.

On April 22, Earth Day, AJMadison will launch the Community Fridge Initiative with a goal to donate and deliver 100 refrigerators, supporting grassroots efforts to provide community fridges around the country. The initial efforts kick off in New York, Washington, D.C., and Miami, where AJMadison has showrooms, and Philadelphia. However, community refrigerator projects will be supported everywhere in the continental USA.

“In conjunction with Earth Day, our goal is to increase awareness around food insecurity and provide more visibility for community refrigerator projects,” said Amy Chernoff, AJMadison’s vice president of marketing. “Contributing fully functional scratch-and-dent refrigerators will provide a sustainable solution instead of a trip to the landfill and is a win-win on multiple fronts. This effort helps organizations that support people experiencing food insecurity, reduces food waste and emphasizes the importance of sustainability. AJMadison will spearhead this year-long campaign, delivering 100 refrigerators to communities across the country.”

Appliance manufacturer BlueStar is donating the first four refrigerators, to be delivered between April 18 and April 21 to local organizations. In Miami, Village (Free)dge has signed up to place community fridges, and in Brooklyn, One Love Community Fridge is pleased to join the initiative. Near Washington, D.C., in Loudoun County, Va., Mobile Hope, which serves homeless and at-risk youth up to age 24, is also participating, with plans to place refrigerators in food-insecure neighborhoods. The fourth partner, Germantown Community Fridges, located in Philadelphia, will also add a new fridge to stock as they work to help deal with food insecurity and provide healthy food free to the public.