This is a terrific article by Dermot Egan of the Guardian (click here to read). It details what companies need to think about when it comes to Corporate Social Responsibility – and why it has to go way beyond increasing your sales figures.
I personally feel that what has been considered “traditional” advertising is going to go the way of the 8 Track. That is not to say that the tools of traditional advertising are going anywhere (i.e. TV spots, Radio spots, magazine ads, social media, etc.) but the messages communicated in those mediums will shift dramatically. With all the bickering going on in Washington politics and a proven inability to get anything done – there is an opportunity for compaines to sieze a power that effective CSR or “social enterprise” campaigns will provide – and that will translate to sales.
The reality is, once again the private sector has to step up – and in partnership with Non-Profits, fill the void of state and government programs that will not be funded in this political environment. And the only way the private sector will do that is if it will make a difference to their bottom line. I believe consumers are so fed up with Washington’s inability to do anything that they will flock to companies and brands take up the slack. And companies and brands that ignore CSR will be ignored by consumers.
Folks are fed up. They are fed up with politicians who promise one thing but do another – fed up with Wall Street that got bailed out then turns around and offers bigger bonuses to CEOs than ever… and ultimately – the masses will start voting with their dollars. Only paying for items that come from mindful companies. Remember when “Made in America” was a good thing? Until we all understand the true meaning of supporting local economies and jobs, we will not be able to break the status quo. But once we truly get it – there will be no stopping us!
Support “social enterprise” the next evolution of CSR.
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