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Doing good without communicating good may not be good enough

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I’ve mentioned many times to clients why businesses need to leverage their recycling & sustainability initiatives in the market, as part of their CSR “corporate social responsibility” platform. “Doing good without communicating good may not be good enough”.

There’s mountains of evidence today that “doing good” isn’t just good for our planet & for mankind … it’s also good for business and fast becoming the expected norm by consumers.  

When it comes to sustainability and recycling, businesses are increasingly coming to understand the power of communicating their purposeful activities. Unilever and Proctor & Gamble, two of the world’s biggest brand marketers, both recognize that doing good (corporate social responsibility) has a hugely positive impact on brand value & Top Line growth.

The 2013 Cone Communications/Echo global corporate social responsibility (CSR) report showed that:

  • 91% of global consumers are likely to switch brands to one that supports a good cause, given similar price and quality.
  • 92% of consumers would buy a product with a social and/or environmental benefit if given the opportunity, and more than two-thirds (67%) have done so in the past 12 months.

Global consumers have definitive expectations for the role companies should play in addressing social and environmental issues, and are avidly considering CSR in a variety of decisions:

  • Just 6% of consumers believe the singular purpose of business is to make money for shareholders.
  • 91% of consumers believe companies must go beyond the minimum standards required by law to operate responsibly.
  • More than 8 in 10 consider CSR when deciding where to work (81%), what to buy or where to shop (87%), and which products & services to recommend to others (85%).

Don’t get lulled by just stats! In today’s uber Social Media environment, many companies look to utilize connected supply chains that link their recycling and sustainability practices to their corporate communications strategies, to both maximize their sustainability efforts internally and to leverage and showcase their sustainability in the market with employees, customer, and consumers.

We work with many companies helping them to recycle their plastic waste, or make their products using a % of recycled plastic resins, or optimize and reuse their packaging, and in every case we tell our clients how important it is to connect and promote their sustainability and recycling practices to their customers, employees, and consumers. Doing good is not merely a “nice to do”… it’s an essential component for businesses impacting your bottom line, top line, and brand value.

By Daniel Schrager, President at GearedforGreen 888-398 (GEAR) 4327, info@gearedforgreen.com, www.gearedforgreen.com  

 

 

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