FRAMEBUYER / SOCIAL RESPONSIBILITY

THE POWER OF VISION

Optical embraces social responsibility in inspiring and inspired ways

BY AMY SPIEZIO

DONATE. VOLUNTEER. RECYCLE. BUY GREEN. When it comes to today’s consumers—and today’s businesses—there’s more to products than the cutest style or deepest discount. Working with a diverse population ranging from former hippie baby boomers who retain their thirst for environmental awareness and social justice to today’s hyper-conscientious millennials, social responsibility is front and center in how people buy and how companies operate.

In America, 42% of global online consumers report that they are “willing to pay more for products and services provided by companies that are committed to positive social and environmental impact,” according to a new study by Nielsen, “The Nielsen Global Survey on Corporate Social Responsibility.”

According to Nielsen, two-thirds of the “sustainable mainstream” population will opt for sustainable products over conventional options if given the choice. In addition, “these consumers are more likely to buy products repeatedly from a company if they know the company is mindful of its impact on the environment and society,” the report adds.

The optical industry has a firm grasp on this concept, making philanthropic and environmentally responsible business an increasingly significant portion of day-to-day operations.

In this report, EB puts the spotlight on some of the ways optical is doing well by doing good.

SIGHTS ON SERVICE

Doing well by doing good is a natural for optical companies, which exist to help people attain better vision.

“Social responsibility is important to our industry, it is actually at the core of who we are and integral to our very reason for being,” says Safilo CEO Luisa Delgado. “The purpose of our industry is to care for eyesight. We give sight—celebrating the eyes as a mirror of health, design, fashion, and beauty aspirations.”

Social responsibility is more than a trend for many optical companies. “It’s part of our philosophy to give back to others,” says Peter Friedfeld, executive vice president at ClearVision Optical. “For us, it makes good business sense to infuse resources to those organizations that truly need assistance; we are fortunate enough to be in a position where we can help others in so many ways.”

And the sentiment is spreading. Mike Hundert, CEO of REM Eyewear, adds. “Social responsibility is an essential component of doing business that REM values, and it’s also becoming an important factor in customers’ decisions regarding the companies they support.”

SMARTER SHOPPERS

Smarter shoppers are helping to shape the future of optical beyond developing strategies to design and deliver eyewear to shops and patients.

“Social responsibility is affecting how ALL companies do business,” says Mark Ginsberg, senior vice president, global marketing, at Marchon Eyewear. “It’s not only the millennial consumer—it is now all consumers wanting to connect with brands that give back, do the right thing, and have a social conscience. Our corporate goals include the values of caring, creating our future, and supporting our community and environment.”

Appealing to consumers today means attaching yourself to the local, regional, and global causes that help them identify and connect to your business. According to a recent report by market research agency GFK, consumers are deeply engaged in selecting products that exhibit good social and environmental policies.

When it came to the results of interviews with more than 28,000 shoppers, “Over three quarters (76%) agree that brands and companies have to be environmentally responsible, while just short of two thirds (63%) say they feel guilty when they do something that is not environmentally friendly and only buy products and services that appeal to their beliefs, values or ideals,” according to the survey.

“It is a sign of today’s times that our consumers don’t only buy an eyewear brand, they want to know who is behind that brand, what that company stands for, and its role in society, towards its employees and its suppliers,” Safilo’s Delgado says. “In sum, don’t we all want to know whether the company behind a product can be trusted? This is what we ultimately think is social responsibility.”

ONESIGHT LENDS A HAND

Luxottica’s OneSight organization is committed to helping improve vision care throughout the world

In fact, operating to a higher standard can actually buttress a company, with customers so committed to brands that they will provide support in good times and bad.

“Consumers want to work with companies they trust and believe in, companies that stand for something more than just profit margins,” says Chas MacDonald, president of Costa sunglasses. “Brands that take an active social responsibility role tend to have a more loyal customer base, even during down market cycles.”

EMPLOYING HOPE

Social responsibility speaks to patients, but it also sends a message to potential employees that your business is one that is more than the sum of its frame boards. That can be a potential draw in an increasingly competitive job market where the best of the best can pick and choose their optical.

“ClearVision Optical is known for its philanthropy, and our efforts are attractive to new employee candidates; it is often mentioned by those who are looking for employment within the company,” says Friedfeld.

Taking time out from the daily grind to do some good for others can also help keep employees engaged and feeling positive about their workplace, Friedfeld adds. “For those who are already part of the ClearVision family, our philanthropy provides an opportunity for team building, competition, spirit building, and to rally around causes that matter. Our efforts give our employees a feeling that they’ve made an impact and have had a chance to change someone’s life.”

Encouraging employee participation in a company’s philanthropic activities can help build connections in the office and in the field.

“Social responsibility is a pillar of the Luxottica community, says Holly Rush, president of Luxottica Wholesale North America. “We believe in hands-on giving and encourage our associates to use their skills and expertise to give back to those in need through OneSight. The industry can alleviate the current crisis by providing free eye exams and new glasses in underserved areas, while partnering with local communities to provide permanent access to affordable eye care and eyewear.”

GETTING TO WORK

So are you ready to get started? Whether giving is in your corporate DNA—like the sell-one give-one policies of Toms, Shauns Eyewear, or VisionSpring—or you’re just getting ready to delve into social responsibility as a volunteer, planner, or sponsor, opticals have many opportunities to appeal to potential customers while making the world and workplace better. Take inspiration from some of the following.

ESSILOR’S HANDS-ON HELP

Essilor’s chief corporate mission officer, Jayanth Bhuvaraghan, shares his insights on the company’s commitment to social responsibility

DAILY GIVING: Often optical companies lend a hand. For every pair of L’Amy America-branded frames bought by the end-consumer, one pair will be donated to a person in need through highly respected charities such as Lions Clubs International, New Eyes for the Needy, Volunteer Optometric Services for Humanity (VOSH), and Eyewear for Kids. Since starting this program six years ago, L’Amy has donated over 10,000 frames to deserving charities to service needy patients.

Donation boxes for Lions Clubs or OneSight are also helpful and simple ways to get involved in giving, as is participation in World Sight Day (see p. 52).

HIT THE ROAD: Mobile eye clinics, such as the Ogi Eyewear-supported Kirby Puckett Eye Mobile and the Eyenstein mobile unit from Transitions/VSP, are pop-up opportunities to volunteer.

Free vision screenings through groups such as Big Brothers, Big Sisters can also be an temporary outlet for interested eyecare professionals.

For those looking to spread good will a bit further out, a mission at destinations all over the world can be arranged through a number of national/international organizations, such as VOSH and Orbis International. OneSight is also updating its systems for easier ECP access to giving and volunteering opportunities (see sidebar on p. 124).

GET GREEN/PINK/FUZZY: Philanthropy doesn’t have to be restricted to optical-oriented groups. If a cause is dear to the hearts of your staff or your patients, it can be your focus.

Costa launched a campaign earlier this year, “Kick Plastic,” designed to make people more aware of the growing trash problem clogging up our oceans, while ClearVision and McGee are fundraisers for breast cancer charities and Paws and Claws gives to the ASPCA (see fundraising product profiles on p. 128).

As the classic slogan says: Just Do It! Thinking about what is meaningful to your patients and your practice can make social responsibility a reality.

As Safilo’s Delgado reflects on the subject: “We want to conduct our day-to-day business in a way that we impact positively and sustainably on society—through our product and communications—thereby, doing good by doing well.”

FUNDRAISING FRAMES

MCGEE GROUP + VERA BRADLEY FOUNDATION FOR BREAST CANCER

The McGee Group’s annual Vera Bradley Breast Cancer Awareness collection makes a splash with six ophthalmic and three sun styles this season. Katalina Pink is the newest color to raise awareness for the Vera Bradley Foundation for Breast Cancer. Katalina Pink features stylized florals that are reminiscent of lace over a subtle camouflage pattern, symbolizing the fight that is so close to the hearts of the McGee Group family.

INFO: mcgeegroup.com

SPY + SURFRIDER FOUNDATION

The SPY + Surfrider Frazier is the latest addition to SPY’s eco-conscious Recompose Collection. The environmentally mindful frame is made from 100% biodegradable Plantate and features the Happy Lens. The frame does good while doing well for the environment—a donation of $5 from each sale aids Surfrider Foundation’s Rise Above Plastics campaign and its mission of protecting oceans, waves, and beaches.

INFO: spyoptic.com

TURA + GEOFFREY BEENE

All net profits from Geoffrey Beene, LLC, together with the Geoffrey Beene Foundation (including eyewear from Tura), fund philanthropic causes that support initial-stage, revolutionary research for treatments and prevention across all cancers as well as awareness and research for Alzheimer’s, heart disease, scholarships, programs for veterans, protection of women and children, and protection of animals.

INFO: tura.com

CLEARVISION + BREAST CANCER RESEARCH FOUNDATION

ClearVision recently introduced four readers to its Ellen Tracy eyewear, a limited-edition collection benefiting breast cancer research. These new readers feature a bold pink and black color palette, crystal stone embellishments, and ribbon motifs. ClearVision is currently giving a special offer to customers who purchase an Ellen Tracy readers kit: The company is donating 22% of the suggested retail price to the Breast Cancer Research Foundation. BCRF’s mission is to advance the world’s most promising research to eradicate breast cancer in our lifetime. For more information about BCRF, visit bcrfcure.org.

INFO: cvoptical.com