Frank-Martin Belz and Ken Peattie examine the role that online and social media play in sustainability marketing, and how they allow direct interactions between companies and consumers.
Often green washing is not an outright attempt to be deceptive, but rather stems from failing to consider environmental impact measures with the same robust attention as is usually given to more established and familiar measures of business performance.
Corporate Social Responsibility’s Seven Best Practices: Avoid Greenwashing Through Stakeholder Engagement
A look at the seven best practices in corporate social responsibility (CSR). They include: setting measurable goals, stakeholder engagement,sustainability issues mapping, sustainability management systems (SMS), lifecycle assessment,sustainability/CSR reporting, and sustainability branding.
We should engage employees because they are a key stakeholder group. They have the primary impact on the performance of the company in any particular corporate responsibility pillar and they have an impact through their actions outside of the workplace. We will look at employee engagement by harnessing and building momentum, and integrating sustainability with the business.
rebuilding trustIf we express our values through our community investment, then to substantiate our authenticity, we need to be consistent in applying those values to our core business.
As consumer expectations rise and trust in corporations decline, the need for ethical business practices is greater than ever. Yet in a recession, companies seeking to cut costs will likely postpone important CSR initiatives or cut spending in favor of core business initiatives. But it doesn’t have to be either-or. Companies that consider social and environmental initiatives as potential innovation platforms and brand builders — not expenses — will come out ahead.