**Building a successful brand in the current economy now requires much more than a good advertising campaign or celebrity endorsement. **
In fact, it seems that corporate social responsibility is quickly becoming the most important aspect a business can apply to its brand strategy in order to appeal to contemporary audiences and when used properly CSR can significantly boost a brand.
The relevance of CSR has risen from two distinct rationales. Foremost, consumers are no longer prone to choosing goods from brands that simply meet the basic demand of purpose, quality and cost. Instead, they look to associate psychologically with a brand, preferring brands that better reflect their own values.
Second to that, in the modern age of technology, individuals have greater access to a wealth of knowledge that informs or influences their own principles and escalates their interests.
Though it’s not just consumers that CSR is aimed at, it may further encompass the values of its employees, investors and broader audiences, such as suppliers, governments, and local communities, succinctly known as ‘stakeholders’.
CSR is therefore a broad discipline that can manifest is many forms like taking an empathic approach to social orders, or engaging in positive ethical, environmental and philanthropic ventures.
CSR may be demonstrated by a business that would redevelop its industry in order to reduce the negative impact it is having on important environmental concerns. For example, a company may introduce a recycling scheme into its offices or else adopt a print-less ethos, using email, web and digital documents as its primary means of communication and supplying documentation. Similarly, a company might focus on reducing their carbon footprint by economising transport methods, or it could concentrate on finding alternative and more sustainable components to replace the non-renewable or toxic resources its industry uses.
CSR encompasses humanitarian endeavours made by a company, such as making charitable donations to organisations or endorsing activities that have the benefit of improving the welfare of communities. Alternatively a business might offer its stakeholders the opportunity to contribute to a valuable cause by supporting and encouraging staff to take part in fundraising activities.
In another way, a popular CSR strategy is ‘win-win’ branding, when a particular product is created for customers to purchase that will directly benefit a commendable cause. For example, Apple promotes ‘(RED)’ products; “When you buy (PRODUCT) RED merchandise, Apple gives a portion of the purchase price to the Global Fund to fight AIDS in Africa.”
Elsewhere, CSR is advocated by manufacturers that aim to ensure the ethical integrity of their products’ sourcing and manufacture. This includes ensuring decent working conditions and paying a reasonable wage to its employees, as well as abiding by fair terms of trade where developing countries are involved. The ‘Fair-Trade’ mark is an internationally recognized certification for ethically mindful products that fall in line with this kind of corporate social responsibility.
Additionally, CSR relates to activities that a company adopts to support its employees needs and well-being. By offering beneficial services or improving the work environment, employees will feel more valued and respected, leading to a stronger internal community and positively motivated work force. Building on this form of CSR also makes the company more appealing to prospective employees and reinforces the brand in the minds of its stakeholders.
Knowing the ways CSR can be integrated is the basis of this revolution in branding. Ultimately, the more society grows aware of the effects businesses have on worldly environmental and economic concerns, the more consumers will be inclined toward brands that support a positive outlook. For brands that are seen to genuinely incorporate their CSR initiatives will undoubtedly gain greater success in their market place. After all, it is a means of gaining an edge over competitors who can offer the same product, but do not have the added attraction of appealing to the consumer’s conscience.
Superdream and CSR
Here at Superdream, we like to do our bit too.
That’s why, for the fourth year running, we’re walking 40 miles non-stop in a bid to raise £10,000 for two great charities.
(link: https://www.superdream.co.uk/feckenham-40-returns/ text: Feckenham 40 popup: true title: Feckenham 40 Returns for Fourth Year) is an annual charity walk organised by Superdream and the team at Barrie Beard, and we’d really love for you to help us reach our target. You can sponsor us via our (link: https://www.justgiving.com/teams/Feckenham40/ text: JustGiving page), or contact us to join the walk on April 27th. Thank you.