Corporate social responsibility is the latest buzz word that seems to be everywhere, current indications are that it may be a guaranteed way to grow your business in the modern market.
It used to be enough to provide great customer service and ensure value for money. However, today’s customers want more.
From millennials to generations y and z, everyone wants to see accountability. Transparency, honesty and corporate social responsibility are the new order of the day for companies private or public, large or small – corporate social responsibility is the order of the day.
In some sectors, it is the non the multi billion dollar companies that are leading the way, but the SMEs like fruitful office, a company who are doing their part to help deforestation and aid developing communities, by planting one tree in Malawi with every basket of fresh fruit delivered direct to offices across the U.K.
As Richard Branson reports in theindependent.com: Purpose-driven companies inspire their employees and customers, have a major impact on their communities and often create even better overall performance. Research has shown a purpose-driven company returns six times more to shareholders than their profit-driven rivals.1
The modern customer has had their fill of corporate capitalism- awakened, empowered and emboldened by social media, the modern consumer wields more control over their decisions than ever before. With more choice and access to a global economy, there is always something better, just a click away.
More variety, creates the opportunity for more objections, more research, more discussion. The modern customer is easily distracted and difficult to impress. Thus, the onus is on the contemporary business to offer something more, to provide a sense of involvement in the brand.
Building corporate social responsibility into your brand story: helps to eliminate many objections, evokes an emotional response from the customer, gives the company a softer and more altruistic appearance and creates a sense of involvement in the brand.
It also offers an opportunity to connect with your audience on a deeper level through political viewpoints on social issues. Thus, consider your area of action carefully, with your brand strategy and story in mind.
From eco-friendly products, to community projects and staff volunteers, there are lots of things that you can do to build corporate social responsibility into your brand message and secure increased growth. Look for something unique that really speaks of your brand’s mission and culture.
What do you think about corporate social responsibility? How have you incorporated CSR into your brand? Tell us- we would love to know!