How social are your CSR initiatives?
March 3, 2009
Corporations often invest significant amount of resources towards fulfilling their commitment towards the society through socially responsible activities.
Most CSR Initiatives draw little attention as they are either perceived to be an act of gaining free publicity or because they hold little relevance to the community itself. Which brings us to an important question – though significant efforts and resources are being invested, can CSR initiatives move towards gaining recognition as a positive brand act? Now, here’s how your CSR initiatives can contribute to the society, lead to a favorable brand image, and earn consumer loyalty.
- Create a platform for community members to be part of your CSR initiatives
- Encourage community members to identify and recommend causes to be supported
- Make meaningful contributions to the society
- Send out positive signals and display your dedication to causes and society
- Be transparent
Eventually, adherence to the above factors can go a long way in converting your CSR efforts into a positive brand act.
Now, why will adhering to these factors make your CSR initiative work? Today, consumers want to be involved in most things that concern them, including causes they strongly feel about. This has led to a greater need of fulfillment. And today’s consumers will feel fulfilled by being part of a brand’s development as opposed to maintaining a passive relationship. A relationship that’s so far been one of merely consuming the products or services on offer. So, it pays to involve your consumer. More so if you want to spread your brand’s word.
