john grant: author of the green marketing manifesto & co-opportunity
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John Grant, the Author of the Green Marketing Manifesto and Co-Opportunity speaks at the Linkedin #whatstrending group's event about Corporate Social Responsibility on Wed 24th April 2013. @gettyimages @wtrending www.facebook.com/wtrendingTRANSCRIPT
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Corporate Social Responsibility
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One of the world’s worst brands to represent one of its better ideas?
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What companies expect CSR to do?
• Engage employees & recruits• Build the corporate brand• Demonstrate values• Galvanize efforts• Go beyond business as usual• Drive innovation• Satisfy cynics and critics
(& hopefully also reduce their impact :)
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The kind of brand that fits these tasks
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Whereas C.S.R. is mostly seen as a…
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And the name probably doesn’t help
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Corporate – Social - Responsibility
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No wonder some companies have created their own brands instead
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And some collective efforts too…
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The problem with applying consumer branding to a public issue is it can come across as spin? (aka
greenwash)
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Globescan
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Branding well at the public level means (beyond information and image) framing within a bigger
narrative
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“Don’t talk about taxingthe rich,talk about investing in America”
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Others have done this quite well
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Starting points for reframing CSR
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THE OPEN CORPORATION
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PLANET SAFE
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THE LONG VIEW
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THE EARTH RACE
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INDUSTRIAL ELEGANCE