Let Marketing Take Lead on Corporate Responsibility Programs

February 1, 2007

Email this story Print this post Add your comments

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.

Email this story Print this post Add your comments

Advertisers

Stay competitive through sustainability.

Find out how at the SAP Sustainability Resource Center. >>

Unclear about the EPA's new GHG Rule?

Learn how it could affect your business. >>

EPA mandatory emissions reporting starts Jan 1st

CSA Standards can help your organization get ready for compliance. Find out how. >>

Survey Results: Product Environmental Compliance Best Practices

How to achieve compliance at a significantly lower cost. Download the full report. >>

Join the Discussion

Recent Daily News [ see all ]

11/20/2009
11/19/2009
11/18/2009

Charts [ see all ]

European Paper Industry Cuts CO2 Emissions by 42% since 1990

S. America Takes Most Urgent View of Copenhagen Talks

Nike Tops Annual Climate Action Scores

Oceans May Trap more Carbon than Forests

Jobs

View All Jobs >> Post a Job >>

Comments and Discussions

Stevenson on News Corp. Taps Hara for Energy Efficiency, Environmental Management
"All of us should think of ways to save energy now. It is not a myth,..."

Trade Association on Trade Group on EPA Chemical Regs: ‘If Everything is a Priority, Then Nothing is a Priority’
"Seriously… that..."

Gary Markowitz on Supermarkets Tackle Emissions Reductions, Fuel Efficiency
"Supermarkets waste over 10 percent of their energy through improper..."

peter in ireland on Ontario May Follow California’s Lead on TV Energy Efficiency
"Governor Schwarzenegger is shooting himself in the foot! 1...."

Environmental Leader on S. America Takes Most Urgent View of Copenhagen Talks
"The survey respondents (the PDF report mentions 4,000 respondents in 38..."

Jake on UPS Trying New Hydraulic Hybrid Trucks
"A point of clarification: the Reuters press release referenced herein reports that 20 UPS will purchase..."

Custom Organic Shirts on S. America Takes Most Urgent View of Copenhagen Talks
"90% of North Americans believe it is urgent to get a global climate..."