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CSR enthusiasts often try to convince us of the existence of a positive connection between CSR and sales, citing the results of public opinion surveys. They show that consumers appreciate the responsible attitudes of companies by choosing products of corporations that care about the environment and employees. The results are also intended to convince us that CSR builds consumer loyalty and makes them more loyal to our brands. However, let us consider to what extent these are empty declarations of the respondents and to what extent their sincere attitudes. Let's imagine that we are taking part in such a study. If asked directly, will to us than the fate of our employees?
Every day, each of us makes at least a few purchasing Phone Number Data decisions, and I bet that, in fact, we make relatively few of them because we believe in someone else's special "responsibility." On the other hand, although CSR supporters take up this topic less frequently, social pressure and expectations related to responsibility are growing. Companies that do not talk about it may soon experience negative market feedback. Already now, "social responsibility" is as much a cultural requirement as, for example, communicating with the environment. That is why the decision to refer to CSR may be, but most often is not, dictated by practical reasons.
When thinking about including "social responsibility" among the set of company values, it is worth remembering that such a provision will oblige us to something. True CSR is not only about compliance with the law, but also about "exceeding legal norms" for the sake of the social environment. Are we really sure that we have nothing to blame ourselves for? If we have a shadow of doubt, let's let it go. Any accusations of lack of responsibility will be much more painful for us if we have previously boasted about it at every step! It seems, at least from a marketing point of view, that responsibility focused on a selected area of issues is much more interesting (and safer!) than general "responsibility".
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