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Adopting the Right CSR Approach for Marketing

Corporate Social Responsibility, or CSR, is an important element in today’s business landscape. Consumers want to know that the companies they make their purchases from act in an ethical manner and are environmentally aware.

Potential employees also want to know that they are going to be working for a company which cares about their welfare and which supports sustainability. Therefore the following key areas should be mentioned not only in your marketing material, but in your recruitment information and in your company’s annual report.

Air Quality

Clean, filtered air which is at an ambient temperature goes a long way in ensuring the comfort of your staff and visiting clients. However, attaining this climate control also needs to be done in a cost effective way and as Envirotec highlights, one solution can be air curtains  which are very successful in reducing the cost of heating and cooling a building.

Preserving Natural Resources

Any reduction in heating and cooling costs is also going to mean that you are reducing your reliance on natural resources. Your carbon footprint can be lowered further by using energy efficient lights and installing automatic motion sensors, so lights only come on if someone walks into a particular room or area of the corridor.

Your use of water can also be lowered by using automatic shut-off taps, dual flush toilets and making sure that you are not wasting any water through internal or external leaks.

Finally, wood is another natural resource which needs to be preserved. Moving towards a paperless office is a great step in the right direction. This will probably not be completely achievable but it will radically reduce your paper consumption. Furthermore, any paper that is needed, whether for printers, photocopiers or even for toilet paper, should be made from wood sourced from sustainable forests.

Waste Management

A move towards a paperless office will cut down substantially on waste but there are also a further couple of steps that you can take.

• Recycling: Ensure as much of your waste as possible is recycled and have separate bins in your kitchen area so that this is done by your staff, sorting it into paper, plastics, glass and food waste. Firstly, this shows staff that the company takes the issue seriously and secondly it means that waste is sorted much more efficiently as no-one has to sort through it a second time.

• Equipment: Ensure that all computer equipment is disposed of in compliance with WEEE regulations. 

One of the key advantages of working in a serviced environment is that considerations of air quality, preservation of natural resources and waste management are all taken care of for you. As Skyline Offices highlights, serviced offices are also more efficient, as several companies are using the same facilities and sharing meetings rooms, so there is no wasteful duplication of resources.

Reducing Travel

Finally, a socially responsible company will try to reduce the miles their employees travel every year, either when they commute to work or on business travel. Encouraging them to car pool, cycle to work or use public transport is one set of solutions to this, as is letting staff telecommute for at least part of the week.

Even business travel can be reduced by holding meetings via teleconferencing and by using the train, rather than flying, for some travel to Europe.

These four key areas, when communicated to potential customers, will reassure them that you take your responsibilities as a socially aware business seriously.  In turn, this has the effect of building trust in your brand and trust is a big factor when consumers are making purchasing decisions.