No longer an optional accessory, CSR is now regarded as part and parcel of a company’s strategy. We’ve known that the rise and rise of social media has put more power in the hands of consumers. While some companies were ready for this, most weren’t and stories abound of brands who have been caught on the back foot by clever consumers. Now a study indicates that consumers now demand CSR they make with a company. The study by Cone/Echo surveyed the views of more than 10,000 consumers from countries with the highest GDP including the United States, Canada, Brazil, the United Kingdom, Germany, France, Russia, China, India and Japan. With 24 hour rolling news, tales of company negligence are quickly picked up by the media – and acted upon by consumers using the power and reach of social media.
“….. consumer reviews, blogs and message boards as well as friends, family and co-workers now rival traditional sources such as certifications and media reports as consumers’ most trusted sources for determining whether a product is socially and environmentally responsible.”
Of course not all companies are at the same stage of awareness. But they need to be. The way we see it at WeCare is that a brand needs to be robust enough and flexible enough to respond, or preferably, preempt its consumers. That means being aware of what they are thinking, not just after the fact but well before anything happens. Building a solid, consistent relationship using social media is a necessity. At the same time, the internal consumer, the employee, needs to be included and not treated as an afterthought. It is not unheard of a company to be brought down by an insider who is disgruntled. The message: Treat everyone who connects with your company seriously and respectfully.