Integrating CSR Into Brand Marketing Plans

At Ubuntoo, we often advise companies on how to integrate sustainability into their brand communications, thanks to the years of marketing experience that Peter Schelstraete and I have. We have condensed our lessons learnt into "5 GOLDEN RULES" - I would love to hear your feedback. 1. FIRST BE, THEN DO, AND ONLY THEN SAY: The journey to a sustainable brand requires three steps: BE sustainable, DO sustainable actions, and then SAY you're sustainable. Many companies fail in this order. They start with bold announcements but don't follow through, which eventually erodes consumer trust or leads to backlash. 2. DON'T CLAIM CREDIT FOR CLEANING UP YOUR ACT: Brands often make a big PR splash or launch a marketing campaign to publicize their efforts to clean up the environment. This rarely works because most people aren't fooled into believing that you're helping the planet if you're also the one damaging it in the first place. 3. CONSUMERS WILL NOT PAY YOU TO BE MORE SUSTAINABLE The next issue I see is the misconception that consumers will pay more for a product just because it's sustainable. Sure, some may be willing to pay a little extra for the planet, but that's not enough. Brands should focus on adding real value to the product instead. How about creating a product that lasts longer or can be reused more times? Consumers will be more inclined to choose your brand if they're getting something more than just a "sustainable" label. 4. SUSTAINABILITY IS A DIFFERENTIATOR, NOT A MOTIVATOR: While sustainability can make your brand stand out, it's not the main reason people buy your products. They're purchasing your product because it meets their needs, not because it helps save the planet. That's a harsh truth, but it's one that many brands lose sight of. Differentiating your offering from competitors through sustainability efforts is great, but never forget what your core product is supposed to deliver. 5. FORM, FUNCTION, AND VALUE FIRST, PLANET NEXT Lastly, we cannot sacrifice form, function, and value at the altar of sustainability. I recently purchased a sustainable cleaning product only to find that it wasn't as effective as my regular brand. I felt disappointed and switched back. That's a mistake many sustainable brands make. You must ensure that your product is effective and offers good value for the money before labeling it sustainable. To sum up, your sustainable initiatives must be authentic, credible, add tangible value, meet core consumer needs, and deliver on form, function, and value. If you want to learn more, let's connect and make the world a better place together. #sustainability #greenmarketing #BEDOSAY

A few days ago, I discussed how #CSOs are emerging as vital organizational players and trusted advisors to #CEOs. However, it's also essential to understand how they can support their #CMOs in creating differentiated brands and enhancing the organization's overall #reputation.           In a world where brands are increasingly greenwashing, it can be challenging for organizations and their CMOs to define strategies for leveraging authentic sustainability efforts. A 2023 Deloitte survey of 1,015 CMOs suggests a "be, say, do" approach as the key to success.          (Be) Internal Practices First - CSOs are critical in aligning stakeholders on sustainability objectives, benchmarking against peers, identifying performance gaps, and progressing towards ambitious NetZero goals. By connecting excellence in sustainability performance to messaging with certifiable data, CSOs enable CMOs to drive internal sustainability communications that resonate with authenticity and credibility.      (Say) Communicating Company Values Externally – The CSO can work with the CMO to take that internal communication and effectively package it with insights for external stakeholders to tell a compelling sustainability story. Together, they identify the most significant sustainability metrics aligned with the organization's understanding of its customer base and integrate sustainability and digital marketing tools for seamless external communication.      (Do) Developing External Practices Aligned to Values - CSOs collaborate with CMOs to extend sustainability concepts to sales, partners, and suppliers. Initiatives like carbon footprint reduction and waste minimization are done within a partner ecosystem that includes customers and suppliers, yield financial benefits, and contribute to planetary well-being.      Danone is a brand that has successfully implemented sustainable practices in its business operations. Their focus on the importance of food systems and agricultural transformation to tackle climate-related crises is evident.    In 2022, they appointed Henri Bruxelles, a senior leader with a strong background in marketing as CSO to connect value creation with value articulation. Their ambitious climate targets, including methane reduction, water preservation, and regenerative agriculture, are part of their sustainability roadmap, “The Danone Impact Journey.”     They aim to embed sustainability in every aspect of their business to become more resilient, future-fit, and competitive. As a result of their consistent and focused sustainability actions, Danone has achieved a Triple A score for the three environmental areas covered by #CDP: climate change, forest preservation, and water security, making them one of only ten companies to do so.     If you are a CMO, I would love to hear about your aspirations and challenges in building authentic #Sustainability/ #ESG narratives. 

Unlock the Power of Purpose-Driven Marketing: A Strategic Partnership between B2B Marketers and CSR Leaders 🌟 In today’s competitive landscape, B2B marketers at medium and large enterprises face the dual challenge of improving marketing campaign ROI while also meeting the growing expectations for businesses to contribute positively to society. The secret to navigating this challenge? Purpose-driven marketing through strategic partnerships with CSR leaders. Imagine every marketing campaign you launch not only driving sales but also showcasing your company’s commitment to social responsibility, sustainability, and positive change. This is not just a vision; it’s a tangible opportunity to differentiate your brand, deepen customer relationships, and enhance brand loyalty, all while contributing to causes that matter. Here’s how B2B marketers can collaborate with CSR leaders to harness the power of purpose-driven marketing: 1. Integrate Social Impact into Your Value Proposition: Work with CSR leaders to identify causes aligned with your brand values and customer interests. Highlighting these initiatives in your campaigns can significantly boost customer engagement and brand perception. 2. Leverage ScaleWith’s Social Impact Copilot: Identify and implement CSR initiatives seamlessly within your marketing campaigns. This AI assistant can help you navigate the complexities of aligning social impact with business goals, ensuring a smooth integration into your marketing strategy. 3. Showcase Real Impact Stories: Consumers are increasingly skeptical of superficial claims about social responsibility. Partner with CSR leaders to share authentic, compelling stories of the impact your company is making. This transparency builds trust and fosters a deeper connection with your audience. 4. Evaluate and Optimize Campaign Performance: Continuously monitor the performance of your purpose-driven campaigns against traditional campaigns to measure the ROI. This data will not only prove the value of integrating social impact into your marketing strategy but also provide insights for future campaigns. 5. Empower Sales Teams with Purpose: Equip your sales team with stories and data that reflect your company’s CSR efforts. This added layer of value can be a significant differentiator in the sales process, potentially increasing win rates and deal sizes. Incorporating CSR into your marketing efforts offers a win-win scenario: boosting your campaign ROI while making a positive impact on the world. As B2B marketers, you have the unique opportunity to lead this charge, creating a synergy between marketing excellence and corporate social responsibility that propels your brand to new heights. Connect with your CSR leaders today and start building campaigns that not only sell but also tell a story of meaningful change and purpose. #PurposeDrivenMarketing #CSRinMarketing #B2BMarketing #BrandImpact #SustainableBusiness