[et_pb_section fb_built=”1″ _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Today’s consumers are increasingly attentive to the values upheld by companies<\/b>. They ask where the products they buy come from, how they are made and how employees are treated. Anxious not to fall into the trap of greenwashing, buyers expect action rather than fine words. <\/span><\/p>\n It is in this context that CSR marketing represents a real opportunity<\/b> for brands. More than just promises, Corporate Social Responsibility commits companies to taking concrete action to protect the environment and promote social justice. By communicating these positive actions, companies can raise their profile, build a community of committed customers and stand out from their competitors. <\/span><\/p>\n In this article, we look at the interaction between marketing and CSR<\/b> and how you can boost your communication strategy by using fun ways of raising awareness. <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Created by environmental and humanitarian organisations, CSR (or Corporate Social Responsibility) aims to encourage companies to make a voluntary commitment to sustainable development<\/b>. Since 2010 (with the ISO 26000 standard<\/a>), this concept has been governed by an international standard under which the CSR policy pursued by companies must address a number of key issues, including : <\/span><\/p>\n Both environmental and ethical, CSR is not just a declaration of intent. It must be translated into concrete action<\/b>, throughout the company’s value creation chain. It is therefore a global strategy, encompassing the use of local and environmentally-friendly raw materials, the establishment of fair relations with all its stakeholders, the recycling of its waste and respect for more horizontal governance. <\/span><\/p>\n CSR is therefore a commitment to structural change<\/b>, but it is also a growth factor for companies. Indeed, it is proving to be a marketing asset for brands wishing to differentiate themselves by focusing their communication on strong values (and actions). <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n While it is tricky to combine commitment and marketing<\/a>, the two are not necessarily contradictory. In fact, CSR can be fully integrated into a company’s marketing strategy. Today, brands are no longer just economic players, but social players in their own right. This implies both moral and ethical obligations to produce better products. This positioning can be used to stand out in the marketplace and reach out to committed consumers. <\/span><\/p>\n CSR marketing can therefore encompass several elements: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n By integrating its CSR initiatives into its brand territory, the organisation will create a strong narrative, more likely to generate emotions in consumers. This is the case with committed brands such as Asphalte or Respire, which strengthen the connection with their customers by communicating shared values and highlighting their authenticity and transparency. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Companies must constantly adapt to the needs and aspirations of their audience. With consumers now fully aware of the ecological and social issues behind their purchasing decisions, CSR marketing enables companies to position themselves as committed brands that fully meet the demands of the new consumer-actors. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In an ultra-saturated market, CSR marketing enables companies to make a difference on more than just the price or quality of their products\/services. Using recyclable materials, manufacturing in France or sharing revenues with all employees are all ways of creating a distinct brand identity. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Communicating on your CSR policy can also be an excellent way of creating more authentic, less promotional content. Companies can share their employees’ initiatives and go behind the scenes to effectively engage their audience. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n CSR strategy can directly influence consumers’ purchasing decisions. Indeed, numerous studies<\/a> show that buyers are prepared to pay more for products or services marketed by responsible companies. It is also a channel for building loyalty, as customers are more loyal to companies whose values they share. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n To convey their values and actions in favour of the environment and social justice more effectively, companies can use more engaging marketing levers<\/b>. <\/span><\/p>\n Gamification<\/a>, i.e. incorporating playful elements<\/b> into campaigns, is particularly well-suited to CSR marketing. This format enables audiences to be better engaged by encouraging interaction with the brand. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n It is also a method already well known in education (known as edutainment<\/a>) for encouraging the discovery and memorisation of new information<\/b>. As part of a company’s CSR policy, for example, formats such as the Quiz<\/a> or Memory<\/a> can be used to effectively raise awareness among employees and customers about issues such as respect for the environment. <\/span><\/p>\n This is the route taken by the DPD transport company to raise employee awareness of the issue of waste reduction<\/b>. The company is using this interactive mechanism to involve its teams in CSR issues, but also to promote its commitments, particularly its tennis sponsorship. <\/span><\/p>\n As well as the format itself, which tests knowledge and retention of the new information<\/b> shared in the quiz, the company banked on attractive prizes<\/a>. As a result, employees were all the more motivated to take part in this corporate CSR game to win electric bikes and connected caps. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/12\/DPD-quiz.webp” alt=”DPD – zero waste quiz” title_text=”DPD-quiz” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|78px||78px||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]Competitions<\/span><\/a> are another excellent way of communicating more effectively about your CSR strategy and inviting your community (both internal and external)<\/span> to get involved with your company<\/b>. Adictiz a par exemple imagin\u00e9 <\/span>a CSR game<\/span><\/a> in which employees were invited to take part in creating a reusable cup (using a <\/span>Customizer<\/span><\/a>) to help reduce plastic waste.<\/span>[\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/11\/adictiz-customizer.webp” alt=”Adictiz – customizer marketing RSE” title_text=”adictiz-customizer” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|83px|24px|83px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]In the same way, brands can organise competitions for their customers on social networks<\/a>. Content creator Lena Situations, for example, challenged her community to find eco-friendly ways of recycling unsold items form her clothing collection. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
What is CSR?<\/strong><\/h2>\n
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Why integrate CSR into your marketing strategy?<\/h2>\n
Storytelling and corporate branding<\/strong><\/strong><\/h3>\n
Responding to consumer expectations<\/strong><\/h3>\n
Brand differentiation <\/strong><\/h3>\n
Engagement on social networks <\/strong><\/h3>\n
Buyer conversion and loyalty<\/strong><\/h3>\n
Gamification to boost CSR marketing<\/h2>\n
Quiz to raise awareness of CSR issues<\/strong><\/h3>\n
Competitions to engage your community<\/strong><\/h3>\n