Corporate social responsibility (CSR) is quickly becoming a term that cannot be left out of the conversation when planning a company’s future. And that goes for all companies, no matter what the size.
CSR is not just for ‘corporations.’
Employees, customers and investors are making choices that give preference to businesses that have a positive impact on the communities they live, work and do business in. And that will impact your bottom line.
Here are five very basic reasons your business will profit by considering your social responsibility: Continue reading
Sponsorship is one of the oldest forms of advertising, and the basic principle – associating your brand’s name positively with something your target market enjoys –still holds water today.
However, in today’s changed information marketplace, in which traditional media share the stage with bloggers, brands, experts and individuals, traditional sponsorships can fall a bit short. Why? Because they give people precious little to talk about.
Enter cause marketing. Continue reading
I’ve been following Simon Mainwaring (@simonmainwaring) on Twitter for several years now, and for almost the same duration have been an admirer of this work and thinking. So I jumped at the chance to talk to him about corporate social responsibility, CSR – and what responsible business practices mean to (and require of) communicators.
But first, some context. When Mainwaring talks about CSR, he goes far beyond the veneer of sponsorship.
“Cause marketing,” he says, “is window dressing. Talking a good game isn’t good enough. Brands have to walk the talk in terms of products, transparency and authenticity.” Continue reading
Stop The Charity and Start The Impact (a Business4Better white paper)
The way beyond the self-limiting altruistic corporate charity of the 20th century is business integrated community involvement, which brings charity to the core of business operations and makes business interests central to community involvement. This 2.0 version of corporate giving synergistically melds commerce and charity to the point of making them indistinguishable.
A sales representative might educate clients about reducing their carbon footprint while trying to sell a product upgrade or a corporate call center might staff a community help line in addition to taking customer calls. Continue reading