charity

Don’t let marketing get in the way of CSR

Is Corporate Social Responsibility (CSR) getting too involved in marketing?

Tell your company’s story – not what you think people want to hear
Marketing is, in part, about telling your brand’s story – and this is where CSR tends to get muddled in with it. Think about the major players in the marketing world; they all have stories to fall back on. How many litres of water did Coca-Cola recycle last year? What emissions were saved by Toyota’s hybrid engines? Don’t know, because brands focus on a messages and solutions. Pit this against the responsibility to do the right thing: these are two separate messages entirely. (more…)