Corporate social responsibility (CSR) is a great way for companies to show they care through utilising ethical and sustainable operations while also benefiting at the same time. It’s about considering the environmental and ethical impacts of their operations on society and doing something to counterbalance or reduce the negative consequences. This means considering not only the local community and environment but wider concepts such as human rights and the society in which your business operates.
CSR is something that is increasingly expected by consumers and could be considered to be essential to the continued success of a business. Alongside this, there is also a moral obligation for businesses to consider their impact on the world around them. If you consider recycling, it is now commonplace and expected across society, whereas twenty years ago, it was something new, which was adopted by forward-thinking companies. It’s a staggering statistic that six years ago, 91% of consumers expected businesses to operate responsibly, and 84% actively sought responsible products. Six years is a long time, and a lot has passed, including a global pandemic, the broadcast of Blue Planet, and increasing awareness of the ethics connected to production and farming, so it makes sense that all companies should now be planning a Corporate Social Responsibility strategy.
But, aside from the fuzzy feel-good factor connected to knowing that your company has taken a moral high ground or is doing the right thing;
There are a number of other significant benefits connected to adopting CSR and putting it at the centre of your marketing strategy.
Improve your public image
If you take a moment as a consumer to consider what would make you choose between two companies with a similar offering. One of them will undoubtedly be that they do things for their local community. This could be anything from giving staff members the opportunity to volunteer or fund a high-profile education project or fundraising for local charities.
No matter the size of the initiative, it shows that your brand is committed to helping others and reducing its negative impact on its local or global community. Ultimately, that responsible standpoint will convert customers. Over a longer time, this can then help to increase brand awareness and recognition, and good news spreads.
Sustainable options can save your business money
One of the biggest changes businesses can make is focusing on ways to be more sustainable and environmentally conscious. Simple solutions such as reducing energy usage by turning off lights and hibernating PCs at night can not only create a positive socially responsible footprint but can also save money. For companies involved in production or that have a supply chain, using environmentally friendly alternatives for packaging, considering transport companies that re-use cooking oils as fuel, or using hybrid vehicles is another way of showing that you care about the global community.
Other ideas that can also be used within a wider marketing strategy could be supporting environmental charities or setting up environmentally friendly travel to work schemes.
Increase customer engagement
It doesn’t matter about the size of your business, if you are embracing Corporate Social Responsibility, you should be shouting it from the rooftops. There are two reasons for this, the first is that, as we’ve already said, customers love companies that show they care so you’ll increase overall customer engagement. The second is more subtle; telling the world about what you are doing increases awareness of the impact of the change you’ve made. As an example, letting the public know that you’ve switched over to LED lights because they save energy and help the environment informs others that if they do the same, they’ll have the same impact. It’s a double win!
Improve employee engagement
It goes without saying that employees like working for businesses that have a positive public image. Letting them know your CSR strategy provides a sense of pride in their employer. Additionally, by creating initiatives such as volunteering opportunities, you can provide them with personal and professional growth.
Having an excellent moral compass will also help your business recruit and retain top candidates.
What’s important to remember with any form of CSR is that it has to be an integral part of your business’ ethos and culture. It can’t just be something on the side or an add-on. A CSR strategy should be part of your overall business strategy. It is more than just donating to charity once a year (although that’s also great, don’t stop doing that). It has to be something that everyone within your organisation lives, breathes, and signs up to.
Chat with us about your CSR Strategy.
If you’ve read this and thought “hang on, we do that already, but we don’t tell anyone about it” we’d like to hear from you. On the other hand, if you read this and are now thinking, “We should be doing more”, we’d like to hear from you, too.
