Column: How to Start a Corporate Social Responsibility Program at Your Startup — and Why

Elizabeth Melton
Liz is a problem solver who takes great pleasure in finding new ways to drive business value. Her background in consulting, product management and strategy has helped her cultivate relationships with partners including Target, Madison Reed, Nestle, Experian and Databricks.
Column: How to Start a Corporate Social Responsibility Program at Your Startup — and Why

Not long ago, corporate social responsibility (CSR), was thought to be the province of massive companies that had the luxury to invest in goodwill programs, or had the need to soften their image as heartless monoliths.

No more.

The tenets behind CSR have become more important over the past few years as social and environmental concerns have come front and center for consumers, employees and even investors.

At its core, CSR is a business model in which organizations pledge to hold themselves accountable to shareholders as well as the public for the impact they have on society.

These companies differ from others in that they adopt a "triple bottom line" approach. They make decisions according to how their actions will impact people, the planet and their own profit, and quantify their approach in public-facing company reports, measuring their impact over time.

But they're not always doing this for purely altruistic reasons. CSR can reap big returns in public good will. It can also be a form of "tax-exempt lobbying," swaying governments and consumers to favor the business.

You might think that startups don't have the time or budget for CSR activities, but being socially responsible doesn't have to be all-consuming, and ignoring social responsibility can backfire in big ways. Below, we'll explore ways for even the smallest startups to incorporate CSR into their DNA, benefit the community and even see bigger returns in the process.

How Being Socially Responsible Can Give Your Startup a Leg Up

It's tough to make a name for yourself as a startup. Having the goodwill of potential customers, investors and — perhaps most importantly — your employees, can not only differentiate you among competitors, it can make the difference in what talent you're able to bring on.

In some cases, being able to tout a socially responsible approach can set you apart from competitors and impress investors. CSR-focused companies tend to get more press coverage in local news and more engagement on social media. That extra media presence can pay dividends and allow startups to show off their approach on social media. Some VCs are laser-focused on environmental and social causes, and even those who aren't might view corporate responsibility as a sub-component of their thesis.

"For Entidad, CSR is both foundational and a strategic differentiator," says Entidad CEO Jesus Torres. His company is focused on developing digital solutions that improve farmworkers' quality of life, creating smartphone apps that are built atop blockchain technology. (Note: I'm currently consulting for the startup.)

"The organizations we work with have built trusted brands by holding themselves to the highest standards of social responsibility. We knew from the beginning that to effectively operate in their respective worlds, we needed to do the same."

Corporate social responsibility does wonders for talent, especially right now. The pandemic, racial injustices and political upheaval are on the minds of many, and employees are looking for jobs that contribute to the greater good. In fact, 75% of millennials would take a pay cut to work for a socially responsible company. Research shows that putting money toward improving society rather than padding employee paychecks actually lowers employee wage demands while increasing productivity and retention.

Socially and environmentally responsible companies are particularly hot on public markets. By July 2020, environmental, social and governance (ESG)-themed funds pulled in $38 billion, reaching $100 billion in total assets for the first time. The Forum for Sustainable and Responsible Investment reported U.S. sustainable investing assets at $17.1 trillion in 2020, 42% higher than in 2018.

These trends carry over into everyday consumer behavior. A survey by Aflac found that 49% of consumers believe it's more important for a company to "make the world a better place" than "make money for its shareholders." Other studies have found that 46% of consumers pay close attention to a brand's social responsibility efforts when buying a product. And perhaps most importantly, 66% of customers are willing to pay more for products from socially responsible businesses. Higher margins give socially responsible startups a financial leg up while they are doing good.

L.A.-based swimwear brand KINDKINIS was built around such an approach.

"Empathy isn't just good moral practice, it's also a good business practice," founder Merilyn Lopez says. With every sale, her startup donates to, a nonprofit that builds wells in developing countries.

KINDKINIS also uses a cruelty-free, vegan fabric called rPET and just became PETA approved. The company has recently partnered with Wearable Collections as well, allowing customers to donate old swimsuits that Wearable converts into new yarn or fiber products.

"Our business strategy on sustainability came from knowing that the future is dependent on our collective attempts to cut back on waste," Lopez adds. This is one of the pillars that drives our desire to succeed."

How To Start

Your startup doesn't need to be built around social responsibility to make a difference and elevate your work. The first step can be as simple as donating a minor portion of your proceeds to a nonprofit that matches your mission.

"CSR is front and center and driving everything we do at Gray Whale gin. It is our why," says Gray Whale Gin co-founder Marsh Mokhtari. His company donates 1% of its sales to ocean-restoration nonprofit Oceana and environmental organization 1% For the Planet.

The key to CSR adoption is to start small. One way to approach this is to list all the activities your startup already does, then ask yourself how to convert them into more environmentally or socially responsible ones.

For instance, Gray Whale needed to source ingredients to make their gin, so opted to support small, local California farms that grew organic limes, sea kelp, and juniper berries. This choice led to other small changes, like decorating Gray Whale bottles with sustainable paint and using a 100% biodegradable cork. Co-founder Jan Mokhtari explains: "Our target market is the millennial gin drinker, and they want to make an impact with their purchases. They'll make a decision based on whether or not a product is doing good in the world."

Here a few questions to can jumpstart your thinking:

  • How can we alter our benefits structure to be more socially responsible?
  • What is our environmental footprint, and how can we decrease it?
  • Can our product or people educate, feed, or counsel the L.A. community?
  • Are there nonprofits we can partner with in a simple, equitable way?

Think about the answers to these questions with the greater good in mind, rather than just the PR it will bring to your business. If your commitment isn't genuine, it can backfire 一 not only with your employees, but with your consumers as well. Consider setting internal KPIs to actually measure how much value you've brought to certain nonprofits or communities. This can help keep your ego in check and allow your team to set more audacious goals in the future.

Remember to involve your employees in the conversation as well. Startups are known for the creative minds behind them. Startup talent is bound to dream up new ways to tie sustainable practices into everyday activities.

One easy way to get this started is to leave 2 - 3 minutes at the end of an all-hands meeting to get input or send an anonymous survey to pick your first undertaking. Putting these habits into practice early sets you up to grow your program over time.

Partner With Orgs That Impact Your Community

Want to get started quickly? Consider partnering with a nonprofit that pertains to your industry. L.A. startup founders have some of the most diverse options at their fingertips.

For instance, youth and family services nonprofit The Bresee Foundation would be an incredible partner to startups in the education, childcare or even healthcare industries. It serves central L.A. youth, combating poverty through youth and family services and gang prevention.

The Bay Foundation is ideal for companies looking to work with a local nonprofit focused on improving the environment. The staff at TBF are science and policy experts who deeply care about L.A.'s ecosystem and work to restore natural land and water habitats. (Note: I provided pro bono services for The Bay Foundation in 2020).

The Point Foundation is an excellent option for startups that want to volunteer their time as mentors. Point works to counter the high prevalence of bullying in schools and provide bisexual, transgender and queer students scholarships, leadership development, and community service.

Looking for other organizations that might be good partners for your startup? Do Good LA, Great Nonprofits and Cause IQ all offer listings of area nonprofits, broken down by location and focus.

Have any more suggestions? Let us know!

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‘Expand Past the Stage’: How These LA-Based Ticketing Platforms Are Using the Metaverse To Take On Ticketmaster

Andria Moore

Andria is the Social and Engagement Editor for dot.LA. She previously covered internet trends and pop culture for BuzzFeed, and has written for Insider, The Washington Post and the Motion Picture Association. She obtained her bachelor's in journalism from Auburn University and an M.S. in digital audience strategy from Arizona State University. In her free time, Andria can be found roaming LA's incredible food scene or lounging at the beach.

‘Expand Past the Stage’: How These LA-Based Ticketing Platforms Are Using the Metaverse To Take On Ticketmaster
Evan Xie

When Taylor Swift announced her ‘Eras’ tour back in November, all hell broke loose.

Hundreds of thousands of dedicated Swifties — many of whom were verified for the presale — were disappointed when Ticketmaster failed to secure them tickets, or even allow them to peruse ticketing options.

But the Taylor Swift fiasco is just one of the latest in a long line of complaints against the ticketing behemoth. Ticketmaster has dominated the event and concert space since its merger with Live Nation in 2010 with very few challengers — until now.

Adam Jones, founder and CEO of Token, a fan-first commerce platform for events, said he has the platform and the tech ready to take it on. First and foremost, with Token, Jones is creating a system where there are no queues. In other words, fans know immediately which events are sold out and where.

“We come in very fortunate to have a modern, scalable tech stack that's not going to have all these outages or things being down,” Jones said. “That's step one. The other thing is we’re being aggressively transparent about what we’re doing and how we’re doing it. So with the Taylor Swift thing…you would know in real time if you actually have a chance of getting the tickets.”

Here’s how it works: Users register for Token’s app and then purchase tickets to either an in-person event, or an event in the metaverse through Animal Concerts. The purchased ticket automatically shows up in the form of a mintable NFT, which can then be used toward merchandise purchases, other ticketed events or, Adams’s hope for the future — external rewards like airline travel. The more active a user is on the site, the more valuable their NFT becomes.

Ticketmaster has dominated the music industry for so long because of its association with big name artists. To compete, Token is working on gaining access to their own slew of popular artists. They recently entered into a partnership with Animal Concerts, a live and non-live event experiences platform that houses artists like Alicia Keys, Snoop Dogg and Robin Thicke, and has “access to Roc Nation.”

“You'll see they do all the metaverse side of the house,” Jones said. “And we're going to be the [real-life] web3 sides of the house.”

In addition, Token prides itself on working with the artists selling on their platform to set up the best system for their fanbase, devoid of hefty prices and additional fees — something Ticketmaster users have often complained about. Jones believes where Ticketmaster fails, Token thrives. The app incentivizes users to share more data about their interests, venues and artists by operating on a kind of points system in the form of mintable NFTs.

“We can actually take the dataset and say there’s 100 million people in the globe that love Taylor Swift, so imagine she’s going on tour and we ask [the user], ‘Would you go to see her in Detroit?’ And imagine this place has 30,000 seats, but 100,000 people clicked ‘yes,’” he explained. “So you can actually inform the user before anything even happens, right? About what their options are and where to get it.”

Tixr, a Santa-Monica based ticketing app, was founded on the idea that modern ticketing platforms were “living in the legacy of the past.” They plan to attract users by offering them exclusive access to ticketed events that aren’t in Ticketmaster’s registry.

“It melts commerce that's beyond ticketing…to allow fans to experience and purchase things that don't necessarily have to do with tickets,” said Tixr CEO and Founder Robert Davari. “So merchandise, and experiences, and hospitality and stuff like that are all elegantly melded into this one, content driven interface.”

Tixr sells tickets to exclusive concerts like a Tyga performance at a night club in Arizona, general in-person festivals like ComplexCon, and partners with local vendors like The Acura Grand Prix of Long Beach to sell tickets to the races. Plus, Davari said it’s equipped to handle high-demand, so customers aren’t spending hours waiting in digital queues.

Like Token, Tixr has also found success with a rewards program — in the form of fan marketing.

“There's nothing more powerful in the core of any event, brand, any live entertainment, [than] the community behind it,” Davari said. “So we build technology to empower those fans and to reward them for bringing their friends and spreading the word.”

Basically, if a user gets a friend to purchase tickets to an event, then the original user gets rewarded in the form of discounts or upgrades.

Robert Davari by Austin Neil

Coupled with their platforms’ ability to handle high-demand events, both Jones and Davari believe their platforms have what it takes to take on Ticketmaster. Expansion into the metaverse, they think, will also help even the playing field.

“So imagine you can't go to Taylor Swift,” Jones said. “What if you could purchase an exclusive to actually go to that exact same show over the metaverse? An artist’s whole world can expand past the stage itself.”

With the way ticketing for events works now, obviously not everyone always gets the exact price, venue or date they want. There are “winners and losers.” Jones’s hope is that by expanding beyond in-person events, there can be more winners.

“If there’s 100,000 people who want to go to one show and there's 37,000 seats, 70,000 are out,” he said. “You can't fight that. But what we can do is start to give them other opportunities to do things in a different way and actually still participate.”

Jones and Davari both teased that their platforms have some exciting developments in the works, but for now both Token and Tixr are set on making their own space within the industry.

“We simply want to advance this industry and make it more efficient and more pleasurable for fans to buy,” Davari said. “That's it.”

Here’s Why Streaming Looks More and More Like Cable

Lon Harris
Lon Harris is a contributor to dot.LA. His work has also appeared on ScreenJunkies, RottenTomatoes and Inside Streaming.
Here’s Why Streaming Looks More and More Like Cable
Evan Xie

The original dream of streaming was all of the content you love, easily accessible on your TV or computer at any time, at a reasonable price. Sadly, Hollywood and Silicon Valley have come together over the last decade or so to recognize that this isn’t really economically viable. Instead, the streaming marketplace is slowly transforming into something approximating Cable Television But Online.

It’s very expensive to make the kinds of shows that generate the kind of enthusiasm and excitement from global audiences that drives the growth of streaming platforms. For every international hit like “Squid Game” or “Money Heist,” Netflix produced dozens of other shows whose titles you have definitely forgotten about.

The marketplace for new TV has become so massively competitive, and the streaming landscape so oversaturated, even relatively popular shows with passionate fanbases that generate real enthusiasm and acclaim from critics often struggle to survive. Disney+ canceled Luscasfilm’s “Willow” after just one season this week, despite being based on a hit Ron Howard film and receiving an 83% critics score on Rotten Tomatoes. Amazon dropped the mystery drama “Three Pines” after one season as well this week, which starred Alfred Molina, also received positive reviews, and is based on a popular series of detective novels.

Even the new season of “The Mandalorian” is off to a sluggish start compared to its previous two Disney+ seasons, and Pedro Pascal is basically the most popular person in America right now.

Now that major players like Netflix, Disney+, and WB Discovery’s HBO Max have entered most of the big international markets, and bombarded consumers there with marketing and promotional efforts, onboarding of new subscribers inevitably has slowed. Combine that with inflation and other economic concerns, and you have a recipe for austerity and belt-tightening among the big streamers that’s virtually guaranteed to turn the smorgasbord of Peak TV into a more conservative a la carte offering. Lots of stuff you like, sure, but in smaller portions.

While Netflix once made its famed billion-dollar mega-deals with top-name creators, now it balks when writer/director Nancy Meyers (“It’s Complicated,” “The Holiday”) asks for $150 million to pay her cast of A-list actors. Her latest romantic comedy will likely move over to Warner Bros., which can open the film in theaters and hopefully recoup Scarlett Johansson and Michael Fassbender’s salaries rather than just spending the money and hoping it lingers longer in the public consciousness than “The Gray Man.”

CNET did the math last month and determined that it’s still cheaper to choose a few subscription streaming services like Netflix and Amazon Prime over a conventional cable TV package by an average of about $30 per month (provided you don’t include the cost of internet service itself). But that means picking and choosing your favorite platforms, as once you start adding all the major offerings out there, the prices add up quickly. (And those are just the biggest services from major Hollywood studios and media companies, let alone smaller, more specialized offerings.) Any kind of cable replacement or live TV streaming platform makes the cost essentially comparable to an old-school cable TV package, around $100 a month or more.

So called FAST, or Free Ad-supported Streaming TV services, have become a popular alternative to paid streaming platforms, with Fox’s Tubi making its first-ever appearance on Nielsen’s monthly platform rankings just last month. (It’s now more popular than the first FAST service to appear on the chart, Paramount Global’s Pluto TV.) According to Nielsen, Tubi now accounts for around 1% of all TV viewing in the US, and its model of 24/7 themed channels supported by semi-frequent ad breaks couldn’t resemble cable television anymore if it tried.

Services like Tubi and Pluto stand to benefit significantly from the new streaming paradigm, and not just from fatigued consumers tired of paying for more content. Cast-off shows and films from bigger streamers like HBO Max often find their way to ad-supported platforms, where they can start bringing in revenue for their original studios and producers. The infamous HBO Max shows like “The Nevers” and “Westworld” that WBD controversially pulled from the HBO Max service can now be found on Tubi or The Roku Channel.

HBO Max’s recently-canceled reality dating series “FBoy Island” has also found a new home, but it’s not on any streaming platform. Season 3 will air on TV’s The CW, along with a new spinoff series called (wait for it) “FGirl Island.” So in at least some ways, “30 Rock” was right: technology really IS cyclical.

As TikTok Faces a Ban, Competitors Prepare to Woo Its User Base

Kristin Snyder

Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

As TikTok Faces a Ban, Competitors Prepare to Woo Its User Base
Evan Xie

This is the web version of dot.LA’s daily newsletter. Sign up to get the latest news on Southern California’s tech, startup and venture capital scene.

Another day, another update in the unending saga that is the potential TikTok ban.

The latest: separate from the various bills proposing a ban, the Biden administration has been in talks with TikTok since September to try and find a solution. Now, having thrown its support behind Senator MarkWarner’s bill, the White House is demanding TikTok’s Chinese parent company, ByteDance, sell its stakes in the company to avoid a ban. This would be a major blow to the business, as TikTok alone is worth between $40 billion and $50 billion—a significant portion of ByteDance’s $220 billion value.

Clearly, TikTok faces an uphill battle as its CEO Shou Zi Chew prepares to testify before the House Energy and Commerce Committee next week. But other social media companies are likely looking forward to seeing their primary competitor go—and are positioning themselves as the best replacement for migrating users.


Last year, The Washington Post reported that Meta paid a consulting firm to plant negative stories about TikTok. Now, Meta is reaping the benefits of TikTok’s downfall, with its shares rising 3% after the White House told TikTok to leave ByteDance. But this initial boost means nothing if the company can’t entice creators and viewers to Instagram and Facebook. And it doesn’t look promising in that regard.

Having waffled between pushing its short-form videos, called Reels, and de-prioritizing them in the algorithm, Instagram announced last week that it would no longer offer monetary bonuses to creators making Reels. This might be because of TikTok’s imminent ban. After all, the program was initially meant to convince TikTok creators to use Instagram—an issue that won’t be as pressing if TikTok users have no choice but to find another platform.


Alternatively, Snap is doing the opposite and luring creators with an ad revenue-sharing program. First launched in 2022, creators are now actively boasting about big earnings from the program, which provides 50% of ad revenue from videos. Snapchat is clearly still trying to win over users with new tech like its OpenAI chatbot, which it launched last month. But it's best bet to woo the TikTok crowd is through its new Sounds features, which suggest audio for different lenses and will match montage videos to a song’s rhythm. Audio clips are crucial to TikTok’s platform, so focusing on integrating songs into content will likely appeal to users looking to recreate that experience.


With its short-form ad revenue-sharing program, YouTube Shorts has already lured over TikTok creators. It's even gotten major stars like Miley Cyrus and Taylor Swift to promote music on Shorts. This is likely where YouTube has the best bet of taking TikTok’s audience. Since TikTok has become deeply intertwined with the music industry, Shorts might be primed to take its spot. And with its new feature that creates compiles all the videos using a specific song, Shorts is likely hoping to capture musicians looking to promote their work.


The most blatant attempt at seducing TikTok users, however, comes from Triller, which launched a portal for people to move their videos from TikTok to its platform. It’s simple, but likely the most effective tactic—and one that other short-form video platforms should try to replicate. With TikTok users worried about losing their backlog of content, this not only lets users archive but also bolsters Triller’s content offerings. The problem, of course, is that Triller isn’t nearly as well known as the other platforms also trying to capture TikTok users. Still, those who are in the know will likely find this option easier than manually re-uploading content to other sites.

It's likely that many of these platforms will see a momentary boost if the TikTok ban goes through. But all of these companies need to ensure that users coming from TikTok actually stay on their platforms. Considering that they have already been upended by one newcomer when TikTok took over, there’s good reason to believe that a new app could come in and swoop up TikTok’s user base. As of right now, it's unclear who will come out on top. But the true loser is the user who has to adhere to the everyday whims of each of these platforms.