In one of my last posts (“Transparent Marketing”) I was talking about the importance of an open and honest business approach. To gain the trust and establish rapport with customer a business has to send truthfully and reliable messages to their customers.
In this post I want to show what influence the internal actions and policies of a company have on its public relations. I am talking about Corporate Social Responsibility (CSR).
A couple of years ago it was more or less up to a company how it was acting and what values it was representing. Thanks to modern communication technology everyone stands in the spotlight. Customers are rewarding companies with more sales for their social responsibility. For example in our community Kroger supports local Non-Profits and the people appreciate that. On the other hand Lumber Liquidators almost collapsed over allegations it would use wood from illegal sources.
Companies that share the the concerns of their customers have a positive impact. And it’s not just big corporations with large marketing budgets that can promote their intentions of doing good. Also small local companies can benefit from supporting a good cause. Here are some examples:
Customers reward companies that practice good business culture. Being known as a good employer for example also creates trust in customers. Companies which are thoughtful with their garbage and emphasize recycling show that the earth is important to them. This also counts for efforts to save water and energy.
Responsible companies also show that they care for their customers in offering products that are made out of environmentally friendly materials.
Support the community
Customers like companies which are engaging in the local community and support organisations that provide provide assistance locally. Here are just a few organisations that appreciate support financially but also donated volunteer hours:
-Habitat for Humanity -Refugees Centers – SPCA – Schools and Day Cares
Support of organizations that promote sustainability and fair business culture
Here are four organizations in the furniture industry that stand for Corporate Social Responsibility .
- Sustainable Furnishings Council sustainablefurnishings.org
The Sustainable Furnishings Council is a coalition of manufacturers, retailers and designers dedicated to raising awareness and expanding the adoption of environmentally sustainable practices across the home furnishings industry.
- Better Business Bureau bbb.org
BBB helps people find and recommend businesses, brands and charities they can trust.
- GoodWeave goodweave.org
GoodWeave is helping children in the international rug industry by certifying child-labor-free rugs
- Forest Stewardship Council fsc.org
The Forest Stewardship Council sets standards for responsible forest management. A voluntary program, FSC uses the power of the marketplace to protect forests for future generations.
In this context in want to close with a quote of Warren Buffet:
Look for three things in a person: Intelligence, energy, and integrity. And if they don’t have the last one, don’t even bother with the first two.