Is “kindness” unsustainable?

During the past ten years CSR has become a word that is nearly on all marketers lips. In the concept’s original form an assumption exists that companies are obligated towards doing something for society beyond just being a business. As the phenomenon expanded CSR became something that marketers were speculating in and in a slightly cynical sense; “just another tool in the ongoing struggle for attention”. I remember this case where MTV spent more money on doing advertising around their sustainable efforts than the amount of money they actually invested in the efforts. As technology and the digital world expands in to what is known as the information society companies are constantly looking for new ways to strengthen their brand’s image avoiding communication noise. But is this still the reality?

Josefine Cambell discuss in an article on markedsføring.dk how “meaningful marketing” has become the new marketing mantra. Her key point is that consumers have become more critical in their perceptions of companies CSR-initiatives. She argues that consumers have “developed an almost allergic reaction to the excesses and false promises” and that it is no longer sufficient to communicate statements about social marketing and green initiatives. Consumers want visible results, so companies are almost forced to ensure that social marketing initiatives are the core of the brand and thus the company’s identity. When I was reading through her article I came to think of digital media’s impact on this development. With the rise of SM eye-catching topics can be spread as a virus within a second. If companies are telling untrue stories about their brands the chances are that this will come to the surface sooner or later and when it does the price is high. A multitude of examples of such marketing disasters can be identified which amplifies how transparency has become a thing you can’t avoid. And therefore should not. If you do not provide the transparency, the chances are that your customers will.

 

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