Promoting corporate social responsibility (CSR) has become increasingly important for companies, as socially conscious consumers expect organizations to make efforts to improve the world around them. To be effective, a company’s CSR strategy should be integrated into its marketing strategies so that customers are aware of the organization’s values from the start of their customer journey. Transparency is key, as 88% of today’s audience wants to know about a company’s CSR efforts up front.
Increasingly, U.S. consumers are factoring a company’s values into their shopping behaviors. In fact, 87% of Americans will purchase a product because the brand proactively promotes beliefs and values in sync with their own. This is not just important to customers; a survey showed that 73% of investors are influenced by a company’s efforts to improve the environment and society.
To achieve these results, organizations should first gauge their audience’s values and expectations to create a smart marketing strategy. One method to accomplish this is to link the efforts of marketing and human resources teams to improve practices regarding equity, diversity, and inclusion as part of CSR work. Company leaders can also generate authentic, shareable content that conveys the focus on social responsibility and the efforts being made in its name.
Ultimately, promoting a company’s purpose or CSR strategy and social impact outcomes requires genuine backing and authenticity. By engaging audiences through effective CSR promotion, companies can better connect with consumers, attract future employees with a positive culture, and increase profitability through philanthropic practices. For more information, check out the infographic below.