Corporate Social Responsibility (CSR), like environmental marketing, is no longer the preserve of charities and "do gooders". It is now firmly on the business agenda and must be addressed seriously. As a matter of fact, our belief is that businesses (of all sizes) should do more than 'address' CSR, they should embrace it. However, we are not a political body so that's as near to a rant as you get!
Why 'embrace' CSR? It's simple. Because your customers are. Whether that customer is a global bank looking to appoint a new city law firm or a shopper in the high street, more and more people are questioning capitalism in its purest maket-driven form. Just look at the increasing levels of criticism being directed at Tesco. This is a superb British business with a brilliant management team yet it is under pressure from small suppliers and consumers alike.
But taking CSR seriously is not necessarily about defending against criticism. There is evidence to show that food companies who embrace fair trade as a policy see their sales increase. By investing in sport (clubs, events, associations and individuals) you too can benefit. Any business that is seen to be supporting sport in the community, particularly those underpriviledged communities with worrying levels of disenfranchised youth, will derive significant positive brand exposure as a consequence. Imagine how great the pressure on Tesco would be if it wasn't for its sport for schools programme. Businesses that invest time and resources as well as money into grassroots sport buy a bond with the community that no amount of advertising in the Coronation Street break could hope to achieve. Show you care and then let the PR people do their stuff.