Companies tout their social consciences online

The YouTube clip shows the hilly landscape of Tanzania, dozens of red and yellow coffee beans and women in colorful head scarves toting water through meager fields.

It looks like the opening of an ad seeking aid, but it's a spot created by coffee giant Starbucks. It's to let viewers know that with every cup of coffee they buy, they are supporting social projects like the construction of a water cistern in Tanzania.

"It's a new trend we're noticing," said Spencer Crooks, a spokesman for the video-sharing site. "A lot of companies turn to YouTube to raise awareness of global concerns like renewable energy, climate change or poverty. Now, socially conscious businesses are following suit by leveraging their brands to showcase important issues and encourage people to get involved."

Starbucks is one of several major retailers using the site to display their concern for making the world a better place.

Nike produced a six-part series called "The Girl Effect," promoting education and support for girls and young women in the fight against poverty in developing countries.

Then there's organic grocer Whole Foods, whose YouTube spot - called "Whole Earth Generation" - teaches users how to save money by using biofuel and encourages them to present their own videos about what they do to protect the environment. "It's the company's opportunity to get into pretty personal communication and interaction with its own customers," Crooks said. "They strengthen their brand by putting a face to things. Customers can hear and see them talk."

Timberland also has joined the social causes movement. The outdoor company produced a video in which its employees talk about their values and give tips on saving energy. Like Whole Foods, Timberland solicits feedback, asking viewers to submit video of their efforts to become an Earthkeeper. Viewers can vote on the clips Sept. 2-14 to choose an Earthkeeper Hero who will receive $5,000.

"The Earthkeeper channel on YouTube is one of several vehicles by which we seek to engage consumers in a dialogue around the environment and climate change," said Margaret Morey-Reuner, Timberland's senior manager of values marketing. "The reason we chose to sponsor a contest on YouTube is because video is such a popular and powerful medium that allows consumers to explore very creative, stimulating methods of communicating their messages."

Of course, the companies are motivated by more than altruism.

For Timberland, the YouTube exposure is a marketing instrument, Morey-Reuner said.

And it reaches the target groups of the young and keen to consume. The Timberland Earthkeeper spot, for example, has been watched by nearly 107,000 viewers since it was posted in April. The Nike clip has drawn more than 125,000 viewers since May.

"Companies have an interest to be perceived as socially responsible, but they want to sell their products at the same time," said David Stewart, dean of the School of Business at UC Riverside. "YouTube is a new vehicle, and companies are offering these types of media. Therefore, the spots are not completely altruistic. There's an element of both selling and doing good."

Robert Duncan, executive creative director of the San Francisco ad agency Duncan/Channon, said it's a trend that former Vice President Al Gore started with his film "An Inconvenient Truth."

"He not only indicated the problem of climate change, but he also set a new form of demonstration: Short clips, brief presentations," he said. "No company can ignore the whole climate (problem). I have no doubt that the PR (department) of every company is telling their bosses 'We have to have a presence' because it's part of being in business today."

As long as the result is good, Duncan said, he doesn't condemn companies for getting attention through social causes.

"Is a good result worse because the motivation was bad?" he asked. "I don't think so."