BXP - May 2018 - 38
S o c i a l l y C o n s c i o u s M a r ke t i n g & E c o - C o n s c i o u s D e s i g n
If you go on our website, you'll even see that
marketers can show how impactful CSR can be,
we keep a tracker of where all the donations
the more businesses will gravitate towards it
are based on the region. So when you buy one
of our products, it's a serving for serving in the
region where it's purchased and we update that
Another thing that we do is we're B Corp certi-
information regularly. When we get the sales
fied, which you know essentially means that we
data, we update the site. This is done with the
are being measured on our business results and
aim to be completely transparent so people
our mission. So marketers can push for becom-
know where the donations are going.
ing part of the B Corp community. It's also a
very strong community where businesses sup-
How can the marketing and branding
port each other. Your peer B Corp organizations
community help businesses become better
can really help elevate not only the marketing
and the business.
Marketing, the people who are working in the
marketing division, can clearly go in with the
Being B Corp certified also tells shoppers about
objective of finding ways to articulate the value
your message and your values.
to the businesses as a whole and how those can
get the right consumers to get involved with
It can be done. We are engaging those informed consumers. What we do as a team is
talk all the time about the quality of engagement that we have on our social media. It's
not just people making a comment. It's about
people who clearly identify with what we're doing and talk to us about how important it is for
us to be doing something with the community.
What we are getting is more than just a click,
more than a thumbs up. It's a deeper connection with our brand.
We do things like we answer our own Insta-
I don't think
What can business leaders do now to improve
business' impacts on society?
This is hard to answer for businesses in general
because actions are specific to a business. That
said, I think the first thing is to really take the
time to research what you're doing now. Sometimes there are really easy changes that can
have a big impact-even changes that might
not cost anything and yet change a process.
The other thing is to talk to your employees and
really understand what would make them feel
more valued. Engage your employees to solve
a problem, talk to them about how to solve it
and then task them to do it.
gram and Facebook comments, and we have
One of the big advantages of being part of the
actual conversations in social media. The more
Campbell's group is that we have employees