How to Benefit from Authentic CSR?
Consumers prefer socially responsible companies and want to buy their products. However, far too many companies’ good intentions are lost in today’s marketplace because those corporations fail to communicate their good works to their stakeholders, including customers, shareholders and suppliers.
That’s one of the conclusions from the recent Corporate Social Responsibility Perceptions Survey conducted and released in March 2010, by Burson-Marsteller, Penn Schoen Berland and Landor Associates. The survey showcased compelling evidence that good corporate citizens increasingly have the upper hand with consumers, as long as they communicate their social responsibility. However, many companies that are authentically practicing CSR are not leveraging those actions very well, resulting in consumer confusion and lost opportunities to win share of hearts and pocketbooks.
Many consumers may not be able to specifically define CSR, so it behooves a company to help educate customers as part of a marketing communication strategy. The education about the nature and advantages of CSR is best begun internally via corporate communications in order to create support for ongoing and extended practices, including that need for customer awareness.