Sustainability Marketing 2.0: Consumers, Communication, Conversations and Communities

Sustainability Marketing 2.0: Consumers, Communication, Conversations and Communities

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.

‘Gimme Some Truth’: Greenwashing vs Sustainability

‘Gimme Some Truth’: Greenwashing vs Sustainability

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

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.

Employee Engagement: Harnessing and Building Momentum – Part 2

Employee Engagement: Harnessing and Building Momentum – Part 2

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.

The 3 Basic Steps To Create Trust Through Corporate Social Responsibility (Part 3 of 3)

The 3 Basic Steps To Create Trust Through Corporate Social Responsibility (Part 3 of 3)

If business wants to regain the public’s trust, they’re going to have to be trustworthy, and employees are the key. Here are three basic steps to engage your employees, build social capital, and win stakeholder trust.

Make Your CSR Believable? How? Create and Leverage Social Capital

Make Your CSR Believable? How? Create and Leverage Social Capital

Many companies are turning to Corporate Social Responsibility as a strategy to win back the trust of their stakeholders and customers. It won’t work. Why? Because you don’t become trustworthy by asking people to trust you even more. Corporate social responsibility requires trust.

Trust: Why Business Lost It, And How To Win It Back (Part 1 of 3)

Trust: Why Business Lost It, And How To Win It Back (Part 1 of 3)

There is a serious lack of trust among consumers these days. Citizens of every country are eying large national and multi-national corporations with a narrowed, suspicious gaze. Questions are being asked. Answers demanded. With taxpayers around the world bailing out stupendous failures in the financial, housing, and insurance sectors, there is more than a lack of consumer confidence affecting the market. Frankly, we’re over it. We just don’t trust big business anymore. This is actually nothing new. But the uniform opinion of distrust, leveraged by the social media tools of Twitter, Facebook, LinkedIn, Ning sites, and blogging seems to have brought us to a tipping point.

Don’t Cut CSR Spending: Reallocate to Build Your Brand

Don’t Cut CSR Spending: Reallocate to Build Your Brand

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.