Doing the right thing is a brand communicator’s imperative

Arlene Fairfield

Corporate social responsibility (CSR) is now vital for a brand’s survival, even more so in recession, provided it is genuine and not perceived as mere green-speak.

Doing the right thing is a brand communicator's imperative

Arlene Fairfield

Corporate social responsibility (CSR) – a company's efforts to deliver benefits to society and the environment – has become a mainstream marketing strategy.

Despite the financial crisis, consumers continue to express interest in the environment, but they are more likely to be on the hunt for 'economy' products. This doesn't mean companies can afford to abandon environmental considerations. Consumers expect more of companies in a recession and continue to be sceptical of firms that position themselves as environmental or social crusaders.

Staying on the sidelines, however, is not an...

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