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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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