In the article, WP's co-founder and CEO Neil Blumenthal said that their customers were not too interested in the company's "buy a pair, give a pair" model.
"While customers certainly love the fact that we give back, at the end of the day, it's not a critical factor in deciding whether to buy a pair of glasses," he said in the article. So the company relegated the story to afterthought status, burying it in the website in favor of messages that were more important to customers.
At first glance, this seems to argue against the idea of promoting your company's Corporate Social Responsibilities through storytelling.
But if you look closer, not so much. The message clearly doesn't seem to resonate with consumers, and honestly that surprises me a bit. Maybe it's just the nature of the eyeglasses category.
But there is a key quote toward the bottom of the story, in which Blumenthal says their social purpose is "the No. 1 reason" people want to work there. So their CSR, and the stories behind it, clearly helps in attracting talent.
In CSR, as in any content marketing and storytelling effort, your target audience is not always your customers. Attracting talent and building a reputation can be every bit as important.