In 1952, advertising sage Leo Burnett proclaimed “what helps people, helps business.” This credo is at the core of socially-conscious companies that wisely include customers in promotions and marketing.

Recently, I saw a commercial for Firehouse Subs, a national chain that wears its corporate culture on its sleeve. Their mission: a commitment to flavorful food, heartfelt service, and public safety. The Firehouse Subs Public Safety Foundation donates a portion of every purchase to provide training, equipment and educational opportunities to first responders and public safety organizations. Watch the video

Since its inception, the non-profit organization has granted $35 million to hometown heroes in 47 states, Puerto Rico and Canada.

Does your business measure up? Research shows that adding charity and service to what a company values will pay dividends in the employees it attracts and the customers it keeps. Becoming more socially conscious not only makes the world a better place, it can help your business thrive.

Here’s a few ideas on how to get started: (1) create a social responsibility mission, (2) establish attainable goals, (3) ask employees what they want the company to take on to give back to the community.

Once you’ve identified your social mission, share it with customers, trusted partners and in your marketing. And post this axiom office-wide:

“What helps people, helps business”