In recent years, CSR has gained momentum and now plays a major role in reaching new customers. Why that ? Simply, because it shows consumers that the brand cares about the world around it. The success of CSR investments reflects nothing less than the pressing demand for an increasingly sustainable market. Consumers today pay particular attention to a brand’s moral values and social initiatives , especially in times of crisis. However, it is not easy to highlight these CSR efforts.
How can retailers effectively incorporate their CSR initiatives into their marketing strategy?
To successfully communicate on its CSR strategy, it is imperative that the latter be consistent with the identity of the brand . By building its brand image, a company acquires a history, assimilates itself to a vision, to values that are supposed to define it. But beyond telling a story to consumers, a brand must prove that it is not selling dreams. It is for this reason that marketing should not be the main driver of CSR practices .
A speech adapted to reality
It is important to walk the talk. If a brand doesn’t want consumers to question its integrity and sincerity, it should offer them concrete projects and results .
For example, the LVMH group celebrated the last International Biodiversity Day with an ingenious marketing initiative. They changed the homepage of their website for an artistic illustration accompanied by a few sentences, reiterating their commitment to UNESCO. In one click, the web page redirected to an article published on their blog highlighting key figures, actions and quotes from Antoine Arnault, member of the Board of Directors of LVMH.
Initiatives like this allow a brand to highlight its CSR initiatives without giving the impression of making a publicity stunt . It is also a way for the brand to show consistency and relevance in its choice to commit to a specific cause. It is essential to keep your promises before trying to integrate the CSR of a company into its marketing strategy.
In addition, brands today have to face a new type of competition : companies building their identity around sustainable development and ethical consumption. For example, eyewear brand Jimmy Fairly has made BOGO (Buy One, Give One) its brand concept. For every pair purchased, they donate one to someone in need. Most DNVB (digitally native vertical brands) base their marketing strategy on eco-friendly: reusable water bottles, wooden toothbrushes, vegan and animal-friendly beauty products, etc. Social responsibility is in the DNA of these brands.
Avoid blunders in communication
As highlighted above, marketing should not drive your CSR initiatives. The way you highlight them should make that crystal clear. A clumsiness in your communication can cost you some of your customers . The notorious increase in front-of-mind ecological discourse is fueling consumer skepticism with regard to CSR practices. In fact, in Western countries, more than 77% of consumers say they find it difficult to trust companies.*
It is in this context that the credibility of the brand plays a decisive role. Not only must the brand be able to prove its claims in order to convince skeptics that it is not trying to deceive them. But she must also choose wisely the field in which she engages , it must not seem unsuitable vis-à-vis the brand. It is difficult to justify a marketing valuation of CSR if the latter has little connection with the communication habits of the brand.
For example, “fast fashion” giants promising a green turnaround to their customers have drawn a number of criticisms. Several outlets pointed out that their reported CSR reports and initiatives were inconsistent with their expansion goals. The lack of transparency and respect regarding human rights and product manufacturing has also led consumers to boycott some of the world’s biggest brands.
Some ideas to promote your CSR initiatives
Going through the brand’s products is an excellent way to reach consumers. To put a partnership with an association or NGO in the spotlight, a brand can create unique products and donate the proceeds . For example, the Chloé brand created a capsule called “Girl forward” for UNICEF. The amount of sales is fully donated to fund programs in favor of gender equality.
Such a strategy not only encourages additional purchases for the good cause, but also showcases the brand’s commitment in a good light. The products become an effective communication tool . In addition, the limited number of items creates a sense of urgency that generally benefits sales, and allows the brand to control the amount of money they want to donate through this project.
The gift card
The gift card is the ideal tool for publicizing CSR initiatives since it is synonymous with generosity . As we have explained in other articles, it has enormous, often untapped potential. Whether the brand already has gift cards in its marketing strategy or not, they can very easily be integrated in order to publicize its CSR practices.
The brand can offer its customers “Buy One, Give One” gift cards. For each gift card purchased, they will receive a second gift card with an amount that will be donated to an association . For example, if a customer chooses to put €100 on a gift card, €10 is added to a specific card which will allow the beneficiary to make a donation. This gives added value to your gift cards .
A customer looking for a suitable gift will be able to offer something really special. With your gift card, his loved one will be a beneficiary while being a donor . Donating generates pleasure and pride, adding this aspect to your card will put customers in an even more favorable state of mind. Your cards, and by extension your brand, will thus stand out from the rest in their eyes. This positive experience will make them want to visit your stores again .
