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Role of Corporate Social Responsibility in Advertising

by Mohamed Ali
Silly String

The growing awareness and sense of social responsibility among consumers have compelled companies
to incorporate social activities into their marketing mix. The active eagerness for environmental and
social welfare has become one of the aims of companies now seen as corporate citizens. In the modern
corporate paradigm, businesses cannot only rely on monetary gains but need to back them up with
social responsibility. Such initiatives show the company’s involvement and concern for societal issues
that affect the business and the surrounding communities, the environment, and the planet.
What is Corporate Social Responsibility and Why is it Important in
Advertising?
"Social Responsibility," in layman’s terms, means a company’s obligation to invest in long-term goals
that benefit the planet. CSR marketing focuses on attracting customers who wish to make a positive
difference through their buying decisions. Many companies have adopted socially responsible
advertising strategies to help their communities through beneficial products, services, and practices.
Although being socially responsible is not a requirement, various companies in different industries can
greatly benefit from it in the following ways:
Attract and Retain Employees
One of the most important reasons people apply to different companies is their CSR strategy. Being
socially responsible shows how much a company cares for its employees and other stakeholders. A
business that invests in improving the planet comes off as more positive, considerate, and morally
grounded. This encourages new candidates to apply and existing employees to stay.
Improve Brand Reputation
The competition in the business world is intense as companies look for any chance to get ahead of their
competitors. However, organizations that take social responsibility can significantly differentiate
themselves and win over customers. Your company’s efforts in raising awareness for important causes
can put your company in a favorable light.
Other companies sometimes also support businesses that practice corporate social responsibility
because that reflects positively on their brand reputation. This is how your organization can come in the
good books of these companies that might see you as a potential supplier or business partner.
Remember that some customers do not simply prefer to deal with responsible businesses but insist on
it.
How CSR Marketing Works?

Using recyclable packaging or eco-friendly products, doing informative campaigns that spread
awareness about serious global issues, and donating part of company profits to charitable organizations
are just some ways companies can do CSR marketing.
Corporate responsibility is closely linked with social responsibility. For instance, shareholders,
executives, and administrators must first practice ethical behavior before advertising it for economic
benefits. Simply hopping on the bandwagon for appearances is called greenwashing, which can show
customers that your organization is not really dedicated to social responsibility. This can ultimately end
up tarnishing the brand’s image in the long run, as consumers can usually see through slogans,
catchphrases, gimmicks, or insincere efforts.
How to Incorporate CSR In Marketing?
Align Core Company Teams with CSR Goals
Your marketing team should collaborate with HR to effectively market your company’s efforts towards
corporate social responsibility. These core teams can combine their efforts to share some of the best
work in advancing diversity, inclusion, and equality that your company might be partaking in. With the
help of social media, short videos, and blog posts, these efforts can be advertised.
The HR will also have input on highlighting employee work, any important positions within the business,
and other key business updates. Employee wellness and appreciation can be fundamental to CSR – it
shows you care about the greater good of society. Your teams and employees should be your biggest
representatives. Giving them due credit, sharing worker-generated content, and highlighting lucrative
company events will make the company more desirable to both your workers and outsiders.
Find Your Brand’s Voice
Speaking out about your goals and plans for improving society can instantly make your company more
recognizable. Before you talk, make sure you first listen to what your customers have to say and then try
to connect with them through the right sources and platforms. Before drafting your public message,
consider their needs. It has become especially difficult to listen to what your audience has to say due to
the noise of the online world. So, demonstrate empathy through your tone and actions when interacting
with your customers, as this helps ensure their loyalty towards your brand.
Involve Your Audience in the Process
Thanks to our smartphones, it is easy to gather videos and photos on the spot. Use these features to
connect with your audience and let them get involved in the process. Make it easy to share and view
your quotes, discussions, and interactions by giving the appropriate links. Repurpose your content and
post it on various social media platforms for maximum visibility. Twitter is especially a great platform to
help spread your message, while YouTube, Facebook, and Instagram also offer valuable interaction.
Numbers don’t lie, so gather and utilize the given data to your benefit and formulate impact reports that
you can share online for your audience to see.
Blogging is another effective way to paint a digital picture in the audience’s mind. People feel a lot closer
to the brand when they feel involved and part of the process. Keep your audience aware of the CSR

journey throughout, and leave room for them to add their comments. An interactive community tends
to be more satisfied and loyal since getting feedback, finding their needs, and explaining your side of the
story is easier.
Conclusion
Corporate social responsibility is slowly but rapidly gaining ground as companies shift towards
contributing to society and the environment. Your company’s CSR marketing should align with its
mission and be carried out with the help of all the stakeholders involved. It is important to keep it
authentic and not indulge in greenwashing since that has the potential to backfire with hazardous
results.

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