Creating an Authentic Corporate Social Responsibility Strategy – The Martin Group
Corporate social responsibility (CSR) gives brands the ability to bring about change. Not only do corporations have the ability to make a difference, most consumers believe they have a responsibility to do so. If your brand is making a difference, consumers buying into your brand will feel they are also contributing to that change; this is why CSR should be factored into your content strategy, especially in 2021.
It’s important to note that CSR must be rooted in compassion and authenticity. Using a brand platform to take up space and spread information should not be taken lightly. The best way to implement CSR into your content marketing strategy is to do, not tell.
What are some examples brands can focus on?
- Reducing carbon footprints
- Diversity, equity, and inclusion
- Improving labor policies
- Charitable giving
- Corporate policies that benefit the environment or community
- Volunteering in the community
- Socially and environmentally conscious investments
- Activism
Here are some takeaways to keep in mind when planning your content for the year.
1. Actions > Words
Corporate social responsibility can take place in many different ways. If a brand feels sustainability is a focus, they should do something about it. Raising awareness about a topic is now just a starting point; consumers expect brands to take action. What is the brand doing to reduce its carbon footprint? How is it being measured? These are questions consumers will want to know. Brands must have a comprehensive plan in place when moving forward with CSR initiatives.
2. Highlight Company Values
Authenticity should be at the forefront of a brand’s thinking when planning CSR. Does activism in the social justice space align with a company’s existing values? It probably should, but has it historically? Organizations should select a CSR focus that makes sense for their brand, staff, and overall operations. By staying true to who they are, brands can make the most impact.
3. Let Others Tell Your Story
It’s okay to understate efforts. Brands don’t have to be the ones sharing their CSR initiatives. Done the right way, CSR will garner media attention, social media commentary, and more. If a brand initiative is to take part in lots of community work, it’s going to be talked about at some level. It’s okay to give a public relations push, but the purpose is to make a difference, not to be too promotional. If you’re making an impact, your audience will take notice.
Corporate social responsibility should be custom to each brand and its values. Companies are using CSR to make an impact and improve the quality of life for the communities their consumers are a part of. For brands of any size, it’s vital to take notice of the key issues that consumers are interested in and the opportunities they have to make an impact on them.
