It’s possible that you are reading this blog because you have been wondering why your company needs to undertake corporate social responsibility based activities or how you could make the best use of such initiatives.
In the era of social media, it is important for companies to show their social side too. Consumers would like to see that entities are using part of the profits they make to give back to society.
Almost every business is run with a profit motive. Many a time that comes at the cost of the environment or people. Many believe that by virtue of being a big company, they must be flouting rules, harming the environment and having no regard for human suffering.
Which is why it is important that companies highlight their environment and people friendly policies to help the consumers understand that they care about things other than simply making more profits.
Consumers tend to support brands that are known to support other causes but more importantly have a motto to not cause harm to the environment or people.
Companies with the top 10 CSR reputations globally are:
Source: 2015 Global RepTrak® 100 study
In today’s fast paced and capitalist economy consumers do not value a business whose sole motive is to make money. They want to know that companies have a human side to them too.
People believe people who work for the benefit of others. Why should brands be different?
Consumers would like to see brands being affiliated to causes that help mankind at large. From poverty, hunger to a range of global and social issues, companies have taken up causes and made them their own. In some cases brands are better known by their social causes.
Campaigns such as the Pepsi Refresh project, Target Bullseye Gives program and The Stonyfield Have-A-Cow program are some of the most well-known CSR initiatives.
CSR activities help companies show their affinity and care for the community and social issues at large. This helps build goodwill for the company.
It’s not just the consumers who care about such activities but the media too tend to support brands that indulge in such activities and support such causes. The wider the reach and effect of the CSR activity the higher the coverage the media tends to give the brand.
All this helps in creating a better public image and better goodwill for the brand.
It is always prudent for companies and brands to be associated with a social cause for the right reasons. Publicity must always be the byproduct of such initiatives and not the driving force.
Companies that do not have their own CSR programs as yet are missing out.
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