It can be difficult for brands, large and small, to ensure their CSR efforts truly make a difference. For brands on a budget, it’s even more difficult to gain a foothold in philanthropy. FleishmanHillard’s Judith Rowland proposes several ways brands with modest CSR funds can make an impact. For example, she urges them to look to fill unmet needs. And there are plenty of them, she argues.
Stories by Judith Rowland, FleishmanHillard
There’s more research showing CSR is no longer a nice-to-have, writes Judith Rowland of FleishmanHillard. Consumers expect brands to take stands on social issues or risk losing their business. And brands must walk the walk. The research found that 47 percent of engaged customers are less or not at all likely to purchase from companies whose business practices are inconsistent with their CSR promises.
Communicators in the CSR and sustainability space often need to be opportunistic as they search for ways to build their programs. Using the United Nations General Assembly as an example, Judith Rowland of FleishmanHillard provides tips communicators can use to leverage opportunities at large meetings of public and private leaders.