Corporate Social Responsibility
Has business found a conscience, or another KPI?
It may have started off as a fad, but Corporate Social Responsibility (CSR) looks set to continue as a growing KPI for businesses.
Organisations are increasingly realising the commercial benefits in terms of brand and reputation that an effective CSR strategy can deliver.
Recent months have seen a wave of high profile commitments and developments, including Marks & Spencer’s launch of their ‘100 point plan’ for climate change responsibility.
BT were awarded the top Sustainability Reporting award by ACCA, and Carbon ‘offsetting’ schemes became controversial but popular CSR initiatives, and
Charitable donations and click to give
Charitable donation policies continue to embrace ‘click-to-give’ websites and viral marketing channels to spread the word – ensuring that this particular CSR strategy has visibility.
‘Ethical branding’ , once pioneered by Anita Roddick’s Body Shop, is now a critical business discipline, with the likes of The Cooperative Bank, Green & Blacks and Fairtade blazing the new trail.
For marketers, CSR themes are an effective way for businesses to communicate with customers online and at the point of sale, and engage them with the brand on a broader and more meaningful basis.