Concern for the environment has heightened in recent years and more importantly corporate social responsibility has become a given for business leaders and marketers in the current business landscape.
Organizations and marketers are forced to find unique opportunities to develop competitive advantages based on environmental activities embedded into a larger corporate social responsibility (CSR) framework. CSR and environmental concern, when done well, can serve society and be profitable.
Philip Kotler, one of the legendary figures in marketing provides a great quote about the importance of corporate social responsibility.
“Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.”
Understanding the Millennial generation’s significance provides an important consideration that organizations are forced to include in their strategy or risk becoming obsolete. Strategic planning, branding, and integrated marketing communications (IMC) play a critical role in strategizing and executing CSR and demonstrating an authentic concern for the environment and influence profitability.
Transformative Community Involvement: What it Means, What it Takes, What it Gives
Business and societal challenges are becoming increasingly bigger and way too complex to be addressed by traditional, transactional approaches to community involvement.
Although any form of philanthropy is inherently good, a transformative community involvement (TCI) approach maximizes opportunity all-around by getting partners and collaborators together to generate innovative solutions to much-needed societal challenges
When designed and executed insightfully, this approach is transformative both for business and for communities.