Three Ways Distributors Can Add Value To Corporate Social Responsibility Programs
Most consumers, across generations, expect companies to maintain a level of corporate social responsibility (CSR). According to Forbes, more than 88% of consumers think companies should try to achieve their business goals while improving society and the environment, and 83% believe that companies should support charities and nonprofits with financial donations.
When looking for companies that align with their values, consumers and employees won’t settle. According to a 2015 survey by Nielsen, more than 50% of consumers are willing to pay more for a product or service if the business prioritizes sustainability.
Now many businesses are trying to combine brand with purpose. These budding CSR programs are essential to a client’s overall brand, says Adweek. In today’s socially conscious environment, clients are looking for fresh ideas to enhance their CSR programs.
Distributors can add value to clients’ social good campaigns by:
Focusing On The Brand
Any CSR effort must be aligned with overall business goals. Harvard Business Review says the main goal of CSR is to align a company’s social and environmental activities with its business purpose and values. Look at P&G’s Dawn Saves Wildlife campaign as an example. In 2013, P&G kicked off the social good campaign to highlight Dawn’s product benefits: tough on grease yet gentle on skin.
According to a CauseMarketing.com, the Dawn Saves Wildlife campaign was rated highest at driving Dawn purchase intent among Colgate-Palmolive users, contributing to a 1.2 share point gain. When designing a social good campaign, focus on the brand’s ethos.
Creating An Experience
Promotional products are essential to creating a brand experience. End users want to actually interact with a company’s values. The right product will create authentic and meaningful engagements. More companies are using products as physical representations of their brand.
According to a 2019 report from Incentive Research Foundation, companies spend an average of $824 per person annually for non-cash reward and recognition programs, and an average of $160 per reward merchandise item. Logoed, brand-name merchandise is the top type of gift given at 77%, followed by electronics at 73%. Give end users the personal experience they crave with socially-conscious products that have immersive customization and unique packaging.
Empowering End Users
Effective social good campaigns should inspire and motivate end users to act. According to Forbes, 88% of consumers want brands to help them become more environmentally friendly and ethical in their daily lives. Think of engaging ways end users can not only share your client’s CSR initiatives, but also be directly involved. With actionable next steps, end users ultimately become a key part of your client’s CSR program.