Examples of CSR marketing
A marriage between CSR effort and marketing activities is like a match made in heaven – it can boost goodwill, credibility, profits, attract new investors, stakeholders, customers and talent.
A 2015 Nielsen report describes marketing social and environmental impact initiatives as a “predominant strategy to reach consumers”.
We have dedicated blogs on CSR activities, their benefits and how well it goes with an organization’s marketing effort. In this blog, we will take a closer look at some of the noteworthy examples of CSR in marketing to get a better and deeper understanding of the process of combining the two in reality.
For those of you who may want to read up a bit about CSR activities in marketing, their benefits and pitfalls, head to our blog here. The rest can continue with us to explore the examples of CSR activities in marketing strategy.
F&B giants and single-use plastic
One of the most obvious examples that literally bounces off our heads is that of leading a marketing campaign against single-use plastic. The global outcry against single-use plastic led corporates, companies and conglomerates to begin a campaign to phase out the material and introduce more sustainable and recyclable options.
McDonald’s and Starbucks are among some of the known global food and beverage selling giants known for leading marketing campaigns for phasing out single-use plastic in their straws.
An increasing number of such companies are incorporating their vision of doing collective good into their marketing strategy. Beauty brands are becoming more aware of their choice of ingredients. Almost every beauty brand these days vouches for sourcing the choicest of natural ingredients in their campaign against harmful chemicals and animal testing.
The same goes for fashion brands as well. In 2019, when the world was a few months shy of being hit by the Covid-19 pandemic, the owners of one of the biggest high street fashion chains announced their commitment toward sustainability. Inditex said its brands, including Zara, Massimo Dutti and Pull&Bear, will have clothes made from 100 percent sustainable fabric by 2025. Zara’s sustainable clothing line is marketed under the brand name ‘Join Life’.
Under its campaign, by the end of 2022, Zara aims to ensure 50% of its collection to be sustainable clothing and a 100% reliance on renewable electrical energy in its operations.
These were just a handful of examples of business campaigns that effectively merged CSR with marketing. Not only were they able to take their sustainable agenda a step forward but also improved the public perception and boosted profitability.
Artemis Impact is a network of corporate, donors & non-profits. With our corporate enterprise solution, we aim to empower companies to build human-centered impact stories and create sustainable impact with their CSR programs & core business.