How to Market Corporate Social Responsibility for Your Business
1. Embrace sustainable business
Establish a cross-functional team that sets goals and tracks progress. This includes product development, supply chain, procurement and marketing.
2. Empower your employees
Employees are passionate about corporate sustainability. Today’s consumer is emotionally invested in issues like ethical sourcing, food waste, green operations and water conservation. Among many others. Employees want to work for a company that demonstrates social responsibility. Engage them in a workplace culture that embraces sustainable business ethics.
3. Understand what’s important to your audience
B2B companies can create a sustainable business model. Stories of ingredient origin, fair trade practices and supporting startups can impact a customer’s purchase decision. Purchases are made based on impact to environment and betterment of society. Customers are compelled to purchase products or services that have a sustainable message. Additionally, a sustainable business model helps companies meet consumer demand and comply with corporate initiatives.
4. Evaluate where you are vs. your industry
Research what is relevant and important in your industry. This ensured that you’re up to date on the latest trends and insights. Then, look for ways to incorporate relevant messages into your integrated marketing strategy. Ask yourself – where does transparency build sales conversion?
5. Be holistic
Define your pillars. Engage your employees. Be consistent with your message. Ask yourself – does this add value to my brand? Does this protect my position in the market?
AMG researched the importance of corporate sustainability in the food operator segment. 82% of operators said that sustainable products influence purchase decisions (Source: Technomic).
Many companies recognize that corporate social responsibility creates value by:
• Creating new market opportunities
• Taking relationships from reactive to proactive
• Inspiring, attracting and retaining top talent
• Enhancing brand value with key stakeholders
• Building resilient sustainable supply chains
Corporate social responsibility is a broad area of opportunity. Once you build it into your business model, provide value to your customers. Tell these stories through meaningful marketing. Sustainable business is now necessary to meet consumer demand and keep up with growing competition. In today’s market, sustainability does matter!
Mary Ellen Ellar, VP Account Services
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