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Too few companies with a solid track record of corporate responsibility use it as a marketing tool, says a new study.
The report from the global consultancy Acona says that many companies assume their customers are not interested in CSR and therefore refrain from telling them about their achievements. But, it says, most companies have never properly asked their customers what they think, and might be surprised if they discussed the subject with them thoroughly.
Acona partner Julie Pike, co-author of the report based on face-to-face interviews with 14 companies, said too many businesses have a ‘common set of assumptions’, often derived from second-hand evidence about how their customers feel. ‘Because they use feedback from non-governmental organizations as a proxy for understanding their customers, they haven’t actually asked them,’ she said.
The report details various explanations given by companies for not using CSR in their marketing, including that customers don’t care, that they don’t understand the issues involved, and that the needs of other stakeholders are more important. However, it says these beliefs are ‘rarely based on any systematic quantitative or qualitative data’.
‘Weak links’ between marketing and CSR departments make it easy to overlook any opportunities to include corporate responsibility issues when marketing strategies are developed. However, some companies, such as BT, Marks & Spencer and Toyota, have used a record of responsible business practice to devise marketing programmes that reinforce brand loyalty.
The report from the global consultancy Acona says that many companies assume their customers are not interested in CSR and therefore refrain from telling them about their achievements. But, it says, most companies have never properly asked their customers what they think, and might be surprised if they discussed the subject with them thoroughly.
Acona partner Julie Pike, co-author of the report based on face-to-face interviews with 14 companies, said too many businesses have a ‘common set of assumptions’, often derived from second-hand evidence about how their customers feel. ‘Because they use feedback from non-governmental organizations as a proxy for understanding their customers, they haven’t actually asked them,’ she said.
The report details various explanations given by companies for not using CSR in their marketing, including that customers don’t care, that they don’t understand the issues involved, and that the needs of other stakeholders are more important. However, it says these beliefs are ‘rarely based on any systematic quantitative or qualitative data’.
‘Weak links’ between marketing and CSR departments make it easy to overlook any opportunities to include corporate responsibility issues when marketing strategies are developed. However, some companies, such as BT, Marks & Spencer and Toyota, have used a record of responsible business practice to devise marketing programmes that reinforce brand loyalty.
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