It’s an age-old problem. How much should a brand trumpet its CSR work? On a practical level, CSR must compete with other corporate priorities, such as sales and marketing, in the fight for communicators’ time and budget. In addition, with so much noise in the marketplace, what chance does a CSR effort have of breaking through and getting media coverage?
On the other hand, we know that consumers, particularly millennials, want brands to stand for more than products and services [see previous CSR story in this edition].
In addition, when CSR programs are too quiet, internal and external stakeholders, who potentially could advance the campaigns, might not know about them.
Why Brands Should Talk About CSR
The worst result might be that people who could benefit from CSR might be unaware of its availability. Take, for example, Sam Weinreb. Brought to the Auschwitz work camp at age 12, his gums and teeth began to ache, though he dared not mention this to his Nazi captors, who actually encouraged such reports. The boy already knew the sick were taken for “treatment” and never returned. After surviving Auschwitz, he eventually made it to the U.S.
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