Customers leading companies to embrace Corporate Social Responsibility.

Corporate Social Responsibility Concept. Man holding a tablet co

Here are Three Tips on How to Let Them. Corporate

Countless examples fill the history books of the power of the boycott. Campaigns of the many unite in many small ways to have a larger impact. But in the past few decades, a shift has happened – in addition to using the power of the boycott, people are becoming increasingly aware of the power of the purchase. If the masses consciously withholding their money can have an impact, imagine the impact conscious, coordinated consumerism could have. Corporate

Corporate Social Responsibility Programs – from One-for-One to one for all

The rapid ascent of TOMS Shoes in the early 2000s shows the impact a Corporate Social Responsibility (CSR) program can have on the growth of a company, its profit, and – more importantly – its potential impact.

For years, research has shown companies with effective CSR programs to be more profitable than those without. Whether buying a computer or a candy bar, nearly eight out of ten consumers want to buy from companies committed to making the world a better place. With environmental issues as the top concern of consumers, investors have caught on to the trend. Over 70% say they factor a company’s efforts to improve the environment into their decisions. Corporate

Sizing Up Your CSR

But in a time when these trends have been going on for years when consumers are bombarded with myriad choices and factors helping them decide where they should spend their money, how can you set yourself apart? With companies worldwide seeking to capitalize on this trend, how can you get customers to see and understand how and why you are truly committed to embracing your social responsibility.  Corporate

As CSR grows, with Fortune 500 Companies spending around $20 billion a year on CSR, it is important to ensure you are going about it the right way. In the age of climate change, organizations have a prime opportunity to rethink their CSR programs and consider how they can better help the world, but if seen as disingenuous, it will backfire – notable flops such as BP’s greenwashing campaign can do more harm than good. But if you follow these three simple steps, you can avoid potential pitfalls while building a CSR program that helps your company grow while growing the impact it has on the world. Corporate

Step One

Firstly, pick an initiative that is simple yet concrete and impactful. At Yellow Tree Marketing, we wanted to build our CSR program around our dedication to having an impact on climate change. Undoubtedly a large issue, but by focusing on a simple mission – planting trees – we can have a lasting and growing impact. Simple. Concrete. Impactful. Corporate

Step Two

Once you have chosen an initiative, choose the right plan of action and/or mission partner. At Yellow Tree, we decided to partner with One Tree Planted and plant a tree for every new client, and an additional tree for every month the client continues with us.  Corporate

Step Three

Finally, use your brand messaging to drive a call to action to inspire more impactful change. At Yellow Tree Marketing, we have centered this mission, it is not just an initiative for us. It is central to our branding and our messaging because it is central to our identity.  Corporate

By following these three simple steps, you can align your company with a social responsibility program that speaks to you, your employees, and your clients, and – most importantly – allows you to have a true and lasting beneficial impact. Corporate

By Kevin Kaminyar

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