By Olga Shumovskaya, Major in International Management and Minor in Clean Energy and Sustainability, College of Management, UMass Boston
On November 15, 2018, Jeff Bellows, Vice President of Corporate Citizenship and Public Affairs at Blue Cross Blue Shield of Massachusetts (BCBSMA), spoke about his company’s mission and sustainability initiatives. BCBSMA is a nonprofit business with over 3,700 employees, which provides healthcare and dental insurance services to over 2.9 million members in Massachusetts. In his presentation, Mr. Bellows discussed why corporate responsibility is important. He began by sharing data from a 2017 Cone Communications survey which showed that 87% of consumers will buy based on values and 76% will boycott products and services based on values. In addition, CSR is critical for attracting talent. According to a 2016 Cone Communications survey, 75% of Millennials would choose to work for a responsible company even for less pay, and 83% say they will be more loyal to a company that helps them contribute to social or environmental issues.
Mr. Bellows explained that corporate citizenship at Blue Cross includes four main pillars: investments, engagement, sustainability, and public affairs. The company’s corporate citizenship mission is “to help Massachusetts residents maintain a healthy lifestyle by increasing access to positive environments and experiences that inspire healthy eating and exercise.” BCBSMA has long recognized the link between environmental protection and health, and they are working to reduce its environmental impacts and support environmental policy initiatives. Since 2010, BCBSMA has reduced its absolute carbon emissions by 34%, landfill waste by 20%, and paper use by 58%. In 2017 it celebrated the launch of five solar arrays that will deliver about 6.9 megawatts of renewable power to Massachusetts communities. The projects increased the amount of solar-generated power in Mass. by 13% and reduced carbon emissions by an estimated 6,300 metric tons- the equivalent of taking 1,300 cars off the road. In addition, as part of its environmental sustainability work, BCBSMA joined other progressive organizations in Massachusetts in 2016 to support a ban on the most toxic flame retardants in the state. The company also promotes pollution-free transportation, and in May 2018, partnered with Salem to launch a bike share program designed to encourage healthy, environmentally friendly activity.
As part of its community investment, BCBSMA contributed $6 million to 441 nonprofits in 2017; its Foundation also gave $3.4 million to 73 community organizations. As a result, in 2017, the company was named one of Massachusetts’s Top Contributors by the Boston Business Journal. Blue Cross supports nonprofit organizations such as the YMCA, Boys and Girls Clubs of Greater Boston, United Way of MA, and others by promoting healthy eating, active lifestyles, and clean environments. BCBSMA has created a Healthy Living Accelerator, which engages a group of nonprofit organizations in partnerships working to “give a prescription” for healthy living. It also works with doctors to promote active lifestyles and healthy living. The four-part accelerator strategy includes Healthy Living Collaborative, Healthy Living Network, Healthy Living in Action, and Healthy Living Convening.
Employee volunteering is another key element of BCBSMA’s corporate citizenship strategy, and research shows a link between employee volunteering and higher on-the-job engagement. Eighty-eight percent (or 3,300 employees) of Blue Cross employees volunteered last year, supporting 284 organizations (an estimated $1.25 million in terms of time contributed). Civic engagement is one of their top priorities and includes activities such as an annual service day for all BCBSMA employees, youth mentoring, and community service sabbaticals.
While BCBSMA has had some impressive achievements over the past several years, there is more to do, admitted Mr. Bellows. Future goals and activities will focus on combating the opioid epidemic, improving the quality and affordability of health care, and further reducing environmental impacts. BCBSMA’s 2020 sustainability goals include reducing the company’s greenhouse gas emissions by 30%, water use by 10%, and waste to landfill by 30%, ensuring 75% of the food served is sourced sustainably, and ensuring 100% of the workplaces are free of toxic chemicals.