Doing Good is Good for Business: How Giving Back Helps You Thrive

The convenience services industry plays a vital role in the daily lives of countless individuals across the communities served. From the breakroom to the campus, the industry’s presence is woven into the fabric of where people live, work, and learn. This local presence isn’t just about locations; it’s a powerful foundation for building stronger businesses. Increasingly, operators, manufacturers, and suppliers are discovering that actively engaging with their communities – in ways big and small – can lead to tangible benefits: stronger customer relationships, a more engaged workforce, and a competitive edge.  Explore how tapping into local connections can drive growth and create a more resilient future.

The Value of Local Connections

Businesses embedded in communities—whether through vending machines in schools, micro-markets in hospitals, or services in office breakrooms—are uniquely positioned to make a meaningful impact. Consumers are increasingly choosing to support businesses that reflect their values.

Recent research by Futerra shows that 88% of customers prefer companies that give back, and 66% are willing to pay more for products from socially responsible businesses. In convenience services, where brand loyalty and customer retention are vital, these statistics translate directly into stronger relationships and better financial performance.

Customers Appreciate Businesses That Care

People may grab a drink from a vending machine in an office building or a snack at a rest stop without thinking much about where their money goes. But when given a choice, many consumers prefer to spend with businesses that show they care. A study found that 88% of customers favor companies that give back in some way. This isn’t just a feel-good statistic—it translates into real customer loyalty and long-term revenue.

Engaging with the community isn’t just about donations—it’s about showing up. Hosting an event, collaborating with a local artist, or featuring locally made products can create buzz and make a store feel like part of the neighborhood. These efforts make customers feel good about their purchases, strengthening long-term relationships.

Building Purpose and Pride

A commitment to community engagement fosters internal benefits as well. According to Deloitte, nearly 60% of employees who participate in company-sponsored volunteer programs report feeling more purpose-driven at work. Businesses that encourage staff to volunteer or support community causes see higher job satisfaction and better teamwork.

Some convenience service operators have found success by letting employees have a say in which causes the business supports, whether that’s donating excess inventory to food banks or sponsoring local youth sports teams. For instance, Five Star embeds giving back into its company culture. Through its nonprofit, Feeding the Future, Five Star has generated more than 3 million meals for children facing food insecurity while encouraging employees to volunteer and match donations in other charities. This kind of employee-driven community engagement boosts morale internally while strengthening relationships externally.

Even small gestures, like allowing employees to take part in local charity events or organizing a group volunteering day, can boost morale. When employees feel connected to their workplace, they are more productive and likely to stay longer—reducing the cost of hiring and training new staff.

Community Support Pays Off

Convenience services thrives on local presence. Members are in schools, hospitals, offices, and community centers—places where people live, work, and gather. This proximity gives the industry a unique opportunity to build meaningful connections and contribute to the fabric of the communities they serve.

Supporting the community isn’t just the right thing to do—it’s good business. When small shops invest in their neighborhoods, it creates a ripple effect. A bookstore that hosts free reading events brings in more foot traffic. A café that partners with local farmers attracts customers who value sustainability. A clothing store that donates to shelters strengthens its reputation and brings in socially conscious shoppers.

Businesses that actively engage with their communities often see increased sales and stronger relationships with customers and partners. Studies even show that companies with strong social responsibility programs perform better financially in the long run.

Ways to Engage Locally

Community involvement can take many forms, and the most effective strategies are tailored to each business’s capabilities and community needs. For those looking to get involved consider:

• Supporting Local Causes: Aligning with charities, schools, or neighborhood organizations that resonate with customers and employees.
• Donating Unsold Snacks: Instead of letting excess inventory go to waste, partnering with food banks can help the community and reduce disposal costs.
• Offering ‘Round-Up’ Options: Some operators allow customers to round up purchases, donating the spare change to local charities.
• Encouraging Employee Participation: Empowering staff to take part in volunteer opportunities or community initiatives.
• Hosting or Supporting Events: Engaging in local activities or campaigns that enhance visibility and community ties.
• Promoting Sustainable Practices: Participating in recycling programs or reducing environmental impact through operational improvements.
• Sharing Community Efforts: Highlighting involvement through signage, customer communications, or partnerships to reinforce credibility.

A Lasting Impact

Community engagement is not a short-term campaign—it is a long-term investment in reputation and business resilience. Convenience services operators who consistently contribute to the well-being of their communities often stand out—and thrive.

Your Role in Shaping the Industry

If you’re already giving back, this research validates your impact. For those looking to start, it proves that small efforts drive meaningful change. By supporting the NAMA Foundation, you help fund research, education, and advocacy that empower the industry and broaden its positive reach.

Let’s create stronger businesses, healthier communities, and a more sustainable future—together. Support the NAMA Foundation today.