More than a marketing issue, any company's concern for social well-being and the environment is a matter of humanity.
That’s why, in this article, we’ve brought you everything you need to know about corporate social responsibility and how it can affect your business. Check it out!
What is corporate social responsibility?
Corporate social responsibility is nothing more than a set of actions and initiatives taken by companies seeking, in a completely voluntary manner, to contribute to issues of ethics, the environment and society.
These initiatives integrate the aspects mentioned with the parties involved, such as employees, suppliers, the government and citizens.
Corporate Social Responsibility, or SER, aims to achieve business objectives that converge with sustainable and responsible development practices, in a relationship with the community that is mutually beneficial for both parties.
Unlike donation and financial contribution policies with charitable and social assistance entities, corporate social responsibility goes far beyond philanthropic actions.
It deals with an ethical relationship in all its actions, practices, policies, values and even in the way a company communicates.
Thus, unlike donation practices, which happen sporadically and vp communication officer email list at strategic times, corporate social responsibility is a value that is put into practice in a lasting and constant manner at all times and in all ways in which the company operates.
The importance for a business to survive
The issue of corporate social responsibility is seen by many companies as an obstacle. After all, in times of great competition and possible crisis scenarios, investing in social commitment can seem like a real burden.
This thought is completely understandable, since socially responsible practices demand certain expenses that, without strategic management , may seem unnecessary.
Thus, considering the permanent scenario of crisis and predatory competition that dominates the current market, it may seem paradoxical to invest in social responsibility, but in fact, this type of investment can be the fundamental step to guarantee the company's survival.
In recent times, people's perception of brands and companies has changed considerably. If a few years ago marketing objectives were focused solely on increasing profits and sales, today it is necessary to think beyond that.
This new public perception has brought about the need for social concerns to take precedence over purely financial aspirations.
Investing in the social side is, today, a way of investing in the growth of the company's consumer audience. It is ensuring that more and more people have the right and the possibility to consume such products, generating a situation of mutual benefit.
Social marketing
For some time now, the corporate image has been undergoing a major change. Today, especially with the growing importance of online activism, a company's negative attitudes are gaining as much or more prominence than its positive aspects.
This is why understanding social marketing is gaining so much importance.
A term coined in the 1970s by the father of marketing, Philip Kotler, Social Marketing emerged when he realized that the main aspects of traditional marketing could also be applied to social causes and the propagation and diffusion of ideas and behaviors.
Therefore, every social marketing campaign has the main objective of alleviating situations of inequality or even eliminating social problems.
In general, they are linked to issues such as public health, transport, housing, hunger, work and education.
Already very common in non-profit organizations and public bodies, social marketing presents campaigns aimed at raising awareness among the population.
Blood donation campaigns, vaccinations and other social causes are often publicized in marketing materials.
Some institutions, such as Doctors Without Borders, frequently use social marketing campaigns to obtain donations that help fund their missions.
You have undoubtedly seen, at some point, a commercial for this international NGO on television.
For companies that do not have an end goal focused purely on social assistance, social marketing is a tool used to publicize and disseminate corporate social responsibility practices.
In other words, the idea is not to reverse the reach of these campaigns into an increase in sales and profits for the business, but rather to draw attention to some social cause or even to some program or action carried out by that business.
This type of campaign occurs mainly when companies (usually the larger ones) publicize their foundations, with the aim of increasing the reach of the beneficial actions carried out by them.
Indirectly, this type of marketing works as a positive strengthening of the business's branding , which associates its name with this type of social action.
