Don’t underestimate Word of Mouth (WOM) Communication: according to Cone Communications
Studies (2010-2103), people are increasingly more willing to reward companies for their social contribution
by preferring their products and recommending them to their friends and family.
Giving pays back: According to the Nielsen’s Global CSR Survey 2014, people are willing to pay extra for
products and services from companies committed to positive social and environmental impact.
You can’t ignore the mass connectors and mass mavens: Studies also confirm that people trust each
other more than marketers, making collaborative marketing a valuable strategy.
Don’t underestimate consumers: Consumers are more educated than ever before about sustainability
and corporate values, and they’re voting with their money.
Don’t underestimate customer activism: A new type of consumer has emerged who is simultaneously
a consumer and activist, environmentalist and community member.
Proactive action saves money: Acting proactively by decreasing the risk of consumer activism against
your company pays off both in the short and the long run. Driving the conversation, rather than reacting
to consumer push back, is a more productive strategy.
Don’t underestimate the importance of long term profit/loyalty: avoid short-sighted commercial gain
and invest instead in building a socially good brand identity and long-term customer loyalty.
Transparency pays off: Accessibility to product information (ingredients, way of manufacturing,
environmental impact etc), brand openness and proactive consumer education builds trust and loyalty and
translates into higher and long-lasting sales.
Stop wasting budgets on ineffective marketing: Consumers have increasingly become smarter and
more distrustful of traditional marketing. Communicate with them, instead, with a clear and honest
message of purpose; start listening to the consumers’ needs, and collaborate with them in improving and
co-creating your products and services.
Proving purpose: According to the 2012 Cone Communications Corporate Social Return Trend Tracker,
consumers want more than aspirational mission statements and increasingly demand concrete CSR
progress and results.
Attract dedicated employees. Satisfied employees who believe in their company are more motivated
and passionate about work and can become your most vocal word-of mouth advertisers.
FINALLY keep in mind that: The World’s Most Ethical (WME) Companies outperform the FTSE and the
S&P 500 indexes (http://ethisphere.com/).
“We first: Why brands & consumers use social media to build a better world”, by Simon Mainwaring.
“Conscious Capitalism: Liberating the Heroic spirit of business”, by John Mackey and Raj Sisodia.
CONE COMMUNICATIONS RESEARCH STUDIES. http://www.conecomm.com/research-from-cone. Edelman’s 2012 Goodpurpose Global Consumer Survey. http://purpose.edelman.com/about/. 2014 Nielsen Global Survey of CSR. http://www.nielsen.com/us/en.html.
“The Conscious Trolley” is an online collaborative platform that turns conscious and socially responsible behavior into “shared value” for everyone involved.