Corporate Volunteering in Retail: Why It Matters

Corporate volunteering in retail is on the rise; the result is increased advantages for both businesses and the general public. In 2024, the UK saw the highest year-on-year uplift in employee volunteering participation at 300%. The total proportion of the UK population participating in volunteering and giving programmes was 14%, which was an increase of 25% compared to the previous year.

In retail, there are opportunities to build a better, more united company, not merely to make a profit.

This blog examines the increasingly significant role of corporate volunteering in retail, its alignment with the principles of community engagement and how it’s enabling businesses to do good while also doing well. 

We’ll break down:

• What corporate volunteering in retail is
• Why it’s more important than ever in today’s social retail environment
• How retailers, both large and small, can use employee-led projects to make a difference.

From improved employee morale and decreased turnover to empowered local communities and enhanced brand perception, you will learn how a small act of volunteering can deliver a wealth of value at every level.

What is corporate volunteering and why does it matter in retail?

Simply put, corporate volunteering in retail is when businesses encourage and support their employees in giving their time and expertise to nonprofits or community groups, often through paid volunteer days or other forms of support. 

In retail, for example, the store team might assist local food banks, work in a charity shop, support youth through mentorship, or help startups strengthen their financial knowledge.

Corporate volunteering is a direct and impactful manifestation of community engagement. It involves a company encouraging and supporting its employees to dedicate their time, skills, and expertise to non-profit organisations, charities, or community projects, often during paid working hours.

Benefits of corporate volunteering in retail

Why should businesses be concerned about these community initiatives? 

Corporate volunteering helps build stronger relationships with the community, gives employees a sense of purpose, and encourages a values-driven culture in the industry as a whole.

There are numerous benefits for all involved in corporate volunteering. Let’s look at some of the most significant ones:

Benefits for employees

Volunteering is highly beneficial for the retail workplace. The employees who participate frequently report greater job satisfaction, stronger team bonds, and a clearer sense of purpose.

• Stronger team bonds and dedication: Millennials are twice as likely to say their corporate culture is very positive if they actively participate in their company’s employee volunteer activities, compared with those who rarely or never volunteer. While 52% of frequent volunteers say they are very loyal to their company, just 33% of non-volunteers say the same.
• Finding meaning beyond the job: Volunteering gives people something deeper to connect with—something that goes beyond daily tasks and targets. When employees get the chance to support causes they genuinely care about, it often sparks a real sense of fulfilment. It’s not just about giving back; it’s about feeling like what you do matters, both inside and outside of work. In fact, 70% of employees feel volunteer work raises morale in the workplace more than company mixers and other activities.
• Increased wellbeing and reduced stress: After volunteering for 12 months, 93 % of employees report feeling less stressed, which leads to less burnout and absenteeism.
• Skill development: Corporate volunteering in retail gives staff an opportunity to learn new skills and enhance their work experience, like leadership, communication, and empathy. As a result, employees become more dedicated to their company.
• Connections that count: Volunteering also brings people together. It opens doors to new relationships, often outside one’s usual professional circle. These connections can grow into valuable networks or simply offer fresh perspectives that enrich your work life.

Benefits for employers

Companies that invest in volunteering enjoy a competitive advantage. 

• Increased productivity: According to new research by Pro Bono Economics for the Royal Voluntary Service, employer-led volunteering adds at least £4.6bn to the UK economy per year in productivity, which translates to an average of £4,551 per volunteer.
• Higher retention rates: Retailers that champion community involvement tend to hold on to their people longer. It’s not a surprise: when values align and employees feel supported in pursuing their passions, they’re more likely to stay. It creates a workplace culture where purpose and productivity go hand in hand.
• Boosted engagement and morale: Employees who participate in volunteering activities typically report higher job satisfaction. Engaging in meaningful work that benefits the community can significantly boost morale and overall engagement. This engagement often translates to more productive and motivated employees, fostering a stronger sense of belonging and commitment to the company.
• Showing what you stand for: When a company puts time and effort into volunteering, people notice, and it makes a difference. Community involvement signals that the business cares about more than just profit. It builds trust, strengthens relationships, and earns respect from customers, partners, and the wider public.
• Brand reputation: In a crowded market, shared values can be just as powerful as a great product. Companies that actively support social causes don’t just talk about purpose, they show it. That kind of visible commitment helps them stand apart from the competition and creates a brand people feel proud to support.
• Modern consumer and employee expectations: Retailers face additional demands to show that they are more than a profit machine. On the one hand, consumers are more motivated by their values and preferences. 72% of Gen Z would want to work for companies that offer employees opportunities to volunteer, and 79% believe such companies would be good to work for. Corporate volunteerism is a single method to accomplish that, as it contributes to all of your company’s efforts in the areas of retail corporate responsibility, ESG, and community contribution goals. 

Benefits for communities

What is arguably even more important is that corporate volunteering in retail projects has a lasting impact on the communities that host them.

• Support with local issues: Volunteering plays a crucial role in revitalising the high street, community centres and charity shops, addressing food poverty, and enhancing social inclusion in many under-resourced local areas, especially those affected by the decline and closure of high-street businesses.
• Sharing what you’re good at: Many businesses have skills that go far beyond what non-profits can usually access, from marketing and IT to strategy and legal advice. When employees offer their expertise through pro bono work or skills-based volunteering, it can have a real, lasting impact. It’s not just about lending a hand—it’s about helping non-profits do more with what they have.
• Giving more than time: Volunteering often opens the door to deeper support. Teams get inspired, and that energy can help raise vital funds or even lead to direct contributions. When companies back up their time with financial support, it creates a ripple effect that helps non-profits grow and thrive.

These approaches are particularly useful in volunteering in the UK, where around 8.3 million people formally volunteer on a monthly basis, and 14.2 million volunteer annually.

These are strong statistics and show that employee volunteering in the UK offers a measurable return both to employers (in terms of productivity, employee engagement and retention) and communities (in volunteer hours, financial support and capacity building).

Examples of retail volunteering in action

Retailers across the UK are leading the charge when it comes to volunteering:

• FatFace – Donate a Day Campaign: Hosting an annual family festival, “Rock up and Sea”, and encouraging group volunteerism through their “Donate a Day” scheme, FatFace reinforces social bonds within their community. Through their “Donate a Day” concept, employees have paid time to volunteer in their community, a fantastic example of day volunteering in action. The move builds morale among their teams and helps out local causes.
• A.F. Blakemore (a large SPAR wholesaler) inspires its employees to get involved in team challenges, mentoring and numeracy volunteering via the Blakemore Foundation. This volunteering is intended to increase confidence, bond the team, and provide support to local communities.
• Marks & Spencer: An example in the UK of retail philanthropy accountability is Marks & Spencer’s 2007 “Plan A”. M&S aims to treat world problems with eco- and social action. They have long backed numerous charities and community initiatives throughout the years. M&S fundraising each year raises millions of pounds for Macmillan Cancer Support. They back community projects and offer employees paid time off to volunteer for local causes. Reforestation and renewable energy are other examples of their key efforts.
• Sue Ryder – Volunteering and EDI Networks:  Sue Ryder, one of the UK’s largest charity retailers, has more than 6,000 retail volunteers in its retail arm. The organisation promotes volunteering as a route to employment and has established Equity, Diversity and Inclusion (EDI) networks for volunteers and staff. Such systems, backed by senior leaders, result in a more inclusive, positive work environment and help keep vacancy rates low at their stores.

These aren’t one-off campaigns; they’re part of a long-term community engagement strategy to build shared value between business and community.

How to launch a corporate volunteering scheme

Starting the volunteer programme doesn’t have to be an expensive endeavour; it should be deliberate, aligned, and led. Even a simple application form can help streamline onboarding and match employees with the right volunteering role.

Here’s a guide to assist you in initiating the programme:

• Embrace your values: Choose causes that align with your brand’s values and target audience; doing so will make you feel good and encourage customers to remain loyal.
• Engage staff early: Get staff involved in designing the programme. Surveys or focus groups can also help pinpoint which issues matter most to your teams.
• Establish goals and metrics: Decide the number of hours that will be provided, how success will be measured (e.g., participation rate, social impact), and what outcomes you intend to achieve.
• Team up locally: Partner with a reputable local organisation that shares your goals. Local charities often have the best understanding of what is most needed.
• Share your story: Highlight your achievements and effectively communicate your message. Emphasise people, projects, and progress so that you can sustain momentum.

Overcoming barriers and making it sustainable

Yes, there are challenges, particularly in busy retail settings. But it is possible to work volunteerism into the culture of your team with a flexible, well-supported model.

• Be flexible: Paid volunteer days, team-based projects, or even micro-volunteering opportunities that can be completed in a few hours.
• Leadership from the Top: Senior leadership should lead by example. When leadership participates, the participation multiplies.
• Recognise and reward: Acknowledge the hard work of employees, whether through internal communications, awards, or even retail perks.
• Transparency: Communicate goals and monitor progress. Interfacing honestly fosters trust and encourages further interaction.

Final thoughts

Corporate volunteering in retail is a future-proof strategy that unites people, purpose, and profit. In a time when consumers are more mindful, employees are more value-oriented, and communities are more desperate than ever, volunteering could provide a way for retailers to step up and do the right thing. It’s creating meaningful relationships between your brand and your people, your business, and your communities.

By making volunteering a part of your retail company culture, you’re doing more than helping others; you’re encouraging cohesion and making your staff feel like they’re all pulling in the same direction.

Whether you are renovating a local park, mentoring the store managers of tomorrow, or raising funds for a food bank, your impact extends far beyond the shop floor.

Don’t let your incredible efforts go unnoticed!

If your retail business has a community engagement or volunteering programme that fills you with pride, now’s the time to share your story.

Apply for the Community Engagement Programme of the Year award at the People in Retail Awards and give your dedicated team the recognition they truly deserve. Request your FREE entry pack today.

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• community engagement