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Corporate social responsibility: green marketing
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by Dora Nikols
on Mar 14
Dora Nikols is the principal of Prickly Pear PR and is on a mission to help companies become socially and environmentally conscious. She can be contacted on 0415 285 663, 02 9362 8266.
If securing a berth behind the Pearly Gates isn’t motivation enough for you to ensure your brand is socially and environmentally conscious, just consider what it could do for your bottom line, posits Dora Nikols.
His dark sunglasses, long hair, pierced ears and casual demeanour are emblematic of the world famous rock star that he is. For the past three decades he has strutted the world’s stage drawing crowds in their hundreds of thousands. Not only are they there for his music, they are also swept away by his passion and his vision to end world poverty. He has international fame and he walks the golden corridors of the privileged. Yet his famous designer shoes have collided with the bare, naked feet of the deprived.
Who is he? Bono, lead singer of rock band U2.
Imagine what would happen if companies, brands, CEOs and marketers had that much passion and desire to make a difference to one important issue in the world? The world would be transformed and brands would carve a unique positing that truly engaged the hearts, minds and souls of their consumers.
If marketers want to create brands that are to thrive in a market threatened by global warming, child labour, water shortages, homelessness and other serious issues, an investment into corporate social responsibility needs to be considered; where companies and marketers together incorporate their values into their business practices and marketing strategies.
Evidence shows that companies and brands that stand for something also stand out. They last longer, are more profitable and have good corporate reputations. Take the following examples:
The Body Shop
Successfully incorporates its five values into all its business practices, including: opposition to animal testing, defence of human rights, protection of the planet, activation of self-esteem and a commitment to strengthening the community. All of its marketing campaigns are based around these values.
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