Corporate Social Responsibility (CSR) is a worldwide growing trend. What started as fair trade groups and green peace movement groups has now grown to inspire companies to lower their carbon footprint as well. As the public becomes more and more informed, businesses get more pressure from consumers to be socially responsible. It is no longer just about the product that a company is supplying, but, now, it is about what they are doing for the local community and the environment. We had guest speaker Adam Garfunkel visit our class today to discuss his experience with Corporate Social Responsibility. In fact, he works with companies in order to improve their CSR. It was interesting and astonishing to hear some responses and attitudes of companies when dealing with CSR. Adam mentioned that companies a lot of time responded to other companies CSR plans with "Why are they getting so much credit for that?" What Adam's clients aren't understanding is that in CSR, a simple approach is the best approach. Naked Juice, a California based company, has succeed in its CSR efforts and mastered the simple theory that Adam spoke of in class. Instead of trying to reach out in every possible way, Naked has chosen to promote their company by sending the message that they the Naked product strives to have a low carbon footprint.
Naked's CSR tactics are easily found on their website and are broken down into the ways that they are lowering their carbon footprint. These things consist of Packaging, Manufacturing and suppliers. All sections give a break down into what they are doing and how it is helping the environment. Just as their tagline states "Nothing to Hide", Naked really is hiding nothing, which is resulting in a gain of trust by consumers as well as brand loyalty as consumer feel they are a environmentally friendly company.
Don't get discouraged when you don't get headline news!
A lot of companies are conducting similar campaigns and tactics, so in the media, there is a lot of noise right now on the subject. It is always nice to get a lot of coverage on positive things your company is completing, it is important for companies to remember a key point of public relations, which is third-party endorsements. In CSR third party endorsements are really going to help a company and eventually possibly gain local and/or national media attention. For example, a Naked Juice costumer may visit their website and notice that they are socially responsible. In turn, they will tell their friends who will tell more people and, in today's technology savvy world, people will blog about it or talk about it on social sites. All of these conversations will improve brand reputation all from their website.
Another quick point to make before I leave you to ponder the benefits of CSR, Naked also gave suggestions on how consumers can make a difference, which is a great idea, especially in today's market where consumers like to feel involved. It is a great call for action on the site and something that other companies can learn from.
A lot of companies are conducting similar campaigns and tactics, so in the media, there is a lot of noise right now on the subject. It is always nice to get a lot of coverage on positive things your company is completing, it is important for companies to remember a key point of public relations, which is third-party endorsements. In CSR third party endorsements are really going to help a company and eventually possibly gain local and/or national media attention. For example, a Naked Juice costumer may visit their website and notice that they are socially responsible. In turn, they will tell their friends who will tell more people and, in today's technology savvy world, people will blog about it or talk about it on social sites. All of these conversations will improve brand reputation all from their website.
Another quick point to make before I leave you to ponder the benefits of CSR, Naked also gave suggestions on how consumers can make a difference, which is a great idea, especially in today's market where consumers like to feel involved. It is a great call for action on the site and something that other companies can learn from.Ever wonder how socially responsible you personally are or how much stress you are putting on the planet? Find out how big your ecological footprint is now by taking a short quiz!
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