Marketing and Sustainability: A Dangerous Liaison?
Greenwashing! How often have I heard this word every time I speak about corporate social reponsibility (CSR)? The only reason for this reproach is that too many companies have used CSR initiatives in order to improve their image, as a smoke curtain to hide unsustainable activities.
There are a lot of examples where marketing is a way to make goods and services look greener. Charitable activities are designed by marketeers with the sole purpose of washing the image of a company. Or maybe suddenly the packaging of some article gets greener (the colour) without actually getting greener (the article itself).
Of course, we all agree that good CSR is everything but just a marketing tool. CSR is a business strategy with a holistic view that does not only concentrate on donations, sponsoring or cause marketing. It goes well beyond that, and the marketing department should be an ally, not an enemy.
Whereas sustainability* should not be considered as a marketing tool, marketing can (and has to) play a very important role when developing and communicating our CSR strategy. Why and how?
- CSR is a task of all departments, including the marketing department. Fortunately, those companies where CSR depends from the maketing department are becoming rare. More and more often, CSR orginates from the board of directors and is spread throughout the company via the rest of departments, including marketing.
- External marketing: If you are good, why not tell it to the rest? Maybe other companies can learn from your sustainable strategy. Marketing tools can help you spread the word. If you don’t show off you might be missing the opportunity to find new investors or the possibility to enter new markets. Market your CSR strategy, but don’t let it look like publicity.
- Internal marketing: When it comes to developing a CSR strategy, getting the involvement of employees is probably one the most important things. Without employee involvement, nothing will work. Here is where the marketing department becomes especially relevant, supporting other departments to “sell” the idea internally.
- Furthermore, the marketig department, deeply involved in product development (and product responsibility), has to be part of the CSR strategy from the very beginning.
Are you aware of other initiatives, activities where the marketing department could do a lot for our CSR strategy? Please share!
*The terms sustainability and CSR are used interchangeably in this post