Isn’t it odd that most every company has a crisis communications plan in the event of a brand-crushing emergency, yet few have an on-going strategy for how and where to share their stories about the good they’re doing in the world?
I spent Thanksgiving eve discussing this very point on the “Your Triple Bottom Line” radio show with Derrick Mains and Angelo Fernando. You can listen to the interview here:
Sustainability, Corporate Social Responsibility, Brand Ambassadorship and Storytelling: How do you communicate?
Corporations are relatively mute when it comes to telling their CSR stories, especially with social media. We reviewed a new, in-depth report by Custom Communications: “SMI Special Report: Social Media Sustainability Index.” They studied 287 European and North American Companies, and found that although around 85% are active in social media, only roughly 22% use social media to tell their story about sustainability and their CSR efforts.
This is especially puzzzling when you consider that another recent study determined that 75% of consumers are more likely to buy from a company with a solid sustainability and CSR story than those without. Isn’t that motivation enough for corporations to unleash their CSR storytellers and share their good news with the world?
Apparently not. It’s human nature to focus on the bad and sequester the good. It’s an odd condition, indeed. Do you know of a company that is telling their CSR story exceptionally well?
Tags: Angelo Fernando, corporate social responsibility, Derrick Mains, Green Marketing, sustainability, Your Triple Bottom Line Radio Show, Your3BL.com
Posted in: Green Marketing, Green Social Media, Sustainable Marketing
Park –
I don’t think the “recent study” you quoted “determine(d) that 75% of consumers are more likely to buy from a company with a solid sustainability and CSR story than those without.”
The linked study states “The survey tested consumer views of companies in 14 industries, and found that 75% are big believers in corporate social responsibility.”
There is a huge difference.
Even with all the hype about ozone holes, plastic grocery bags, global warming, recessions, etc., I believe people continue to purchase products or services because they fill a need, are priced competitively, are of good quality and are sold by a company or person they can trust.
Further down the list would fall any sort of CSR or Sustainability factors. These factors are obviously more important to some, and should be considered by all, but one shouldn’t lose sight of the forest by staring at the tree in front of you….