Let Marketing Take Lead on Corporate Responsibility Programs

Business process, product development, and partnerships can all be analyzed for better, more responsible alternatives, according to a Marketing Profs article. And marketers are the people who to look at a company’s strategy and vision and find opportunities for product differentiation and customer loyalty that integrate solutions to social and environmental problems.

A few tips from the article:

Look at the industry your company is in. What are the social and environmental hazards or issues? Is there a way to address them and at the same time provide your company with an advantage (lower cost, higher value, unique differentiator)?
Get ahead of the curve for what will attract tomorrow’s purchasers by incorporating social responsibility today. Moreover, consumers consider choosing environmentally safe products or those developed by socially responsible companies a badge of honor.
Invest for the long-term - results can take time to impact the bottom line.
Use grassroot efforts to deploy social responsibility across the company to illuminate for management the advantages to this new way of givingA?AA¢AA¢aAA¬AA¢a?A¬?and getting in return.

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