The value of a corporate social responsibility (CSR) strategy
If a company develops a CSR policy that fits well with its core values and industry sector, it will create opportunities to:
- improve employee engagement, aiding recruitment and employee retention, and increasing productivity
- develop employee skills through volunteering
- enhance its reputation and promote goodwill and loyalty amongst its customers
- differentiate itself from competitors
The extent to which a commitment to CSR influences customer purchasing decisions depends very much on the company's approach to its implementation. While word of mouth can have a localised effect in the particular communities that benefit, effective promotion is dependent on development and implementation of an effective promotional strategy.
The dangers of an unplanned approach
The ease of communication over the internet exposes organisations with poor or patchy records to potential negative publicity initiated by disgruntled employees or dissatified customers. Unplanned contributions or actions, however positive, are unlikely to insulate companies from an increasingly penetrative media and public.
In general, marketing agencies do not understand CSR. The standard approaches which they apply to consumer products cannot be applied directly to ethical products or CSR initiatives without risking damage to their client's reputation. As specialists in CSR, we are sensitive to these concerns and help companies to navigate these waters safely.
How we can help you
At Nutmeg, we understand the benefits that a planned CSR approach offers. This enables us to develop CSR strategies which will make the most of the opportunities set out above. Our expertise in communications then allows us to promote the resultant community benefit to the company's stakeholders. For more details of our services, see in 
particular, the following pages:
We also help companies to identify appropriate third sector partners. See our page on Connectivity, the process by which companies and third sector organizations work together to maximize mutual benefit.
