I think its an inescapable fact that most people go into business to make money rather than champion a global cause. Of course, there are the Anita Roddick’s of this world but they are few and far between.

Being sincere and genuine is important in any CSR initiative. However, corporations need to also be realistic about what they can andd cannot do. This is why they need to manage consumer expectations.

As badpup has alluded to, one can also do this much to be a ethical based firm. Anything beyond that may be seen as an insincere effort to get media coverage.

My own world view is that anything which helps a worthy cause, regardless of intention, is worthwhile applauding. There is just too much pain and suffering around.

Thanks for the well thought through comment on this post!

I had my suspicions and doubts about responsible marketing too. Not everything lends itself well to a CSR approach when it comes to branding. However, I believe that principle based businesses are growing in clout and consumers are also getting smarter.

The most glaring example is the environment. It has now become the number one global issue for politicians and industry leaders, even overtaking poverty and hunger in its significance and coverage. Nobody gave two hoots about it a couple of years back, but now it has become the flavour of the moment.

1. Everybody is doing it, after all, so we should too,
2. We need to “appear concerned about something” otherwise we may be branded as heartless,
3. We need to get into the good books of stakeholders – public, government, legislators etc.
4. I really don’t know what to do with my marketing budgets anyway, and ads are not working out as well as they used to… etc

Marketers sit around and think… hmmm which cause should we support that has alignment with our needs and which we can extract the most mileage and goodwill out from for our business . Too many of them do not support a cause for the cause’ sake, but to serve their own interests.

I’m feeling that maybe these companies shouldn’t insult people’s intelligence.

I’d give examples, but I still want to have a career in the PR industry… ^^

PS: Welcome back, Walter! =)

I’m finding the whole thing a bit tenuous.

I’m a huge fan of responsible corporate citizenship and I love the idea that more and more companies will put “make the world a better place” in their mission, I really am.

But as a manufacturer of athlete’s foot powder, or paper hole punches, or steel rods that reinforce walls, or any of the other (majority) million goods and services that make the world go round… the whole “principle based marketing can lead to greater revenue and consumer goodwill in the longer term” thing just rings hollow.

It’s extremely solid for some businesses (like the ones used as examples at the conference), but for most its unlikely to make an iota of difference to their revenue and goodwill. I’m sad about that, but I think its true.

I think this is a classic case of finding examples that support the theory (a bit like finding statistics that reinforce, while ignoring those that don’t).

I’d also say “delivering on brand promise” is one of the major determiners of brand sustainability but I can’t seem to fit it into the four factors you list. When I think of sustainability I think of a loop process, which includes delivery, response, adjustment, delivery, response, adjustment…

Just thoughts, nice post (as always).
=) Marc