What does it mean to be socially responsible to a business? Also known as Corporate Social Responsibility (CSR), is when a company conducts business ethically and behaves with sensitivity towards social, economic, cultural, and environment issues.

Within the last decade the want and desire for companies to become more socially aware of their business has increased dramatically. This can be attributed to the high priority of climate discussions and how we as inhabitants of the planet treat our home.

How does my company become more socially aware?

How a company is actively participating in their CSR mission is based upon the products or services they offer.

Many companies find themselves aligning with a specific non-profit organization to share portions of the sale of a product that meets the mission of the company. Others create scholarships, youth, and other types of community based programs that embody the spirit of the company. Employee volunteer programs will speak volumes to the consumer to show the company is actively encouraging all levels of their company to participate and also will increase their recruitment for new employees.

Most recently, there has been an influx of companies that truly make sustainable products to reduce waste as they focus more on the environmental aspects of their corporate responsibility.

Pending the type of company and industry that your business is in, but also staff, resources, and outreach, goals of senior leadership, these factors will determine the direction of what your corporate responsibility looks like.

Factors of consumer purchasing from sustainable products

Trusted Brands

Companies that have already made a name for themselves with the marketplace that establish good product and services and that take action in providing sustainable products or highlight their social awareness, will be even more trusted by their consumer base and the likelihood of attracting new consumers will increase.

Health & Wellness

As science is able to provide more answers about how certain foods and activities influence the health of mind and body, the need for products that help aide in a healthy lifestyle individually and for the community, will become more attractive to consumers.

Environment

As mentioned before, the environment is a large factor in how a company can elevate their corporate responsibility either through the individual product or programs supported by the sales of the product or through their company employee programs.

Age

Millennials and Generation Z are the largest consumers of sustainable products (over 70% as surveyed in 2015). This can be attributed to a couple of different factors: 1) information is more widely available and creates a more educated society within the generations that have grown up with technology at so tight in their grasp and 2) these age groups have grown up with the understanding that there are large threats to our environment and way of being.

Premium Cost

Consumers that are interested in purchasing products that are sustainable or supporting companies with a large social awareness effort, are willing to pay that premium. This can be due to the fact that a production process or materials are not as commonly used for certain products, which is then passed along to the consumer. Also, the vanity of organic or sustainable is still relatively within a niche market that creates an exclusivity and to take advantage of these products or services comes with a price.

Marketing in a committed company

Marketing can come down to creating a reputation for the company and maintain, while simultaneously enhancing that reputation.

Speaking about recyclable products or waste elimination can be great pieces of your message, as consumers want transparency and honesty from the brands they choose to purchase from. However, the risk comes back to that reputation. As in all industries, overpromising or overselling your brand can create backlash as consumer feedback can resonate with large groups and will stay on review websites much longer than an email sent to your customer service.

Promoting your products or programs that highlight the company’s CSR mission must be held to the same standard and embody the policies put in place. A 2017 Cone Communications survey found that 65% of respondents will research the company and their efforts for legitimacy and authenticity.

Is my company’s marketing ready?

If your brand has made the investment and needs help in messaging, contact Colleen Eakins Design to set up a consultation to further discuss the opportunities to effectively communicate your mission to your consumer.