CSR – the future of responsible marketing

The start of 2007 seems to have had everyone within the marketing industry shouting about corporate social responsibility (CSR). Buzz-words such as ‘sustainability’ and ‘carbon footprint’ abound in much of the marketing press.

The general opinion seems to be that marketers are often seen as the ‘bad guys’ in environmental terms, due to their high print-volumes and excessive use of materials in DM campaigns, etc. According to the CSR survey conducted by B2B Marketing (Nov/Dec 06, p26), CSR is also slower to penetrate B2B than the B2C sector, with 51 per cent of B2B companies not having a CSR policy in place.

Therefore, if we are to believe the statistics and general perception, a B2B marketer is a very ‘bad egg’ in terms of CSR. So where do B2B marketers stand in terms of their commitment to CSR? And what is the future of responsible marketing for the B2B sector?

Business opinions are shifting to encompass environmental and social attitudes; therefore our business techniques must evolve as well. B2B marketers must embrace these changes and lead the way for their clients in terms of responsible marketing; we need to change statistics so that B2B companies can challenge B2C in terms of their CSR policies. But how can we do this?

 

1. Get your CEO/MD on board. B2B Marketing research has shown that 41 per cent of successful CSR campaigns are led by the CEO/MD. Without support from the top, you will find it much harder to allocate resources and time to implement a CSR policy. CEOs need to be made aware of the business advantages of CSR (see below) to encourage them to make this step.

2. Form a dedicated CSR team. With an increasing number of people becoming environmentally conscious, you are likely to find some ‘green’ individuals within your organisation who would be keen to help champion CSR causes. Target these individuals and form a small committee (four or five people) who can meet regularly to look at ways in which your CSR can be improved and to help implement policies.

3. Look for CSR policies that are easy to implement (therefore not restrictively expensive). Even small changes will make a difference over time, so start by looking for those changes that are simple to make. For example:

Most B2B marketers produce a lot of print, so investigate the printers you use and see if you can start moving towards those suppliers who are ISO14001 certified. These print suppliers use all recycled materials and their practices and policies comply with the most rigorous internationally recognised environmental management system.

Integrating CSR practices into core business functions is probably the most effective way to make a difference. Investigate ways in which digital marketing can help reduce your carbon footprint, e.g. encourage meetings via webinars, which stops the need for everyone to travel to a central meeting point.

If you don’t already have one, set up a recycling station in your office kitchen for plastic (including plastic bags), cardboard, glass, etc.

Contact the National Blood Service to be put in touch with your local blood donor scheme and see whether you can arrange for staff to donate blood.

4. Contact a local organisation such as ‘Business in the Community’. CSR is not something that you necessarily need to approach on your own. There are various organisations run by CSR professionals who can advise you and help you to implement a CSR scheme. Find out more about becoming a member of Business in the Community by looking at their website: www.bitc.org.uk

5. Look for a ‘partner’ within your local community whom you can support, either by offering your professional services ‘pro bono’ or providing staff for volunteer work. CSR is not just about environmental issues, it also encompasses a business’s impact on its local community. Investigate ways in which you might be able to help your local community. For example: marketing skills are much sought after and employing a good marketing agency is financially out of reach for many charities or ‘not for profit’ organisations. Look for an organisation whose causes and values you believe in (you could have a staff vote to decide on one that everyone would like to support), and approach them to see if they could benefit from your professional marketing services.

However, what are we going to gain from implementing a CSR policy? Obviously, the environment should benefit from employees making an effort to be more ‘green’ at work, but what are the advantages to the business as a whole?

The fact that these advantages may not be immediately obvious may be one of the reasons why the B2B sector has been slow to embrace CSR. However, there are in fact many benefits to be enjoyed and these will only grow as CSR moves up the corporate agenda. There are plenty of opportunities for B2B marketers to embrace a positive CSR policy. We need to build awareness in B2B to highlight potential areas where you can make an impact. Ultimately, you will be the one to gain. So make 2007 the year to improve your CSR and together we will secure the future of responsible marketing.

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