Whether you call it corporate social responsibility (CSR) or environmental, social and governance (ESG), it can feel like a never-ending list of demands. But we’re better thinking of it as ‘continuous improvement’ – it’s always going to inform how businesses operate, look after people and local communities and impact on the planet at large. And while it can help you appeal to customers, clients and prospects, it’s not all about staying competitive. It’s about being part of the change.

‍

So how can we up our game when it comes to people and planet in 2023?

‍

 1. Know your CSR terms and redefine your goals

There are a lot of different definitions involved in CSR, especially in terms of sustainability and your environmental impact. While you may think you know all the jargon, it’s helpful to refamiliarise yourself with the key words and phrases you’re likely to stumble upon.

‍

For example, did you know that becoming carbon neutral isn’t the same as achieving net zero emissions? These are two different goals, so it’s important that you and your customers know which one you’re aiming for.

‍

To learn more about communicating green claims, explore our Sustainability Marketing Guide.  

Did you know that becoming carbon neutral isn’t the same as achieving net zero emissions?

‍

2. Keep an honest account of your progress

As well as being accurate with your definitions and using the right buzzwords in the relevant context, it’s important to document your progress correctly. This can mean keeping detailed records and updating data regularly, outsourcing your reporting, or simply asking the right questions to gain more honest feedback.

‍

However you go about it, keeping track of progress is the best way to ensure you’re always moving forward – and never resting on your laurels. It will also help you share your progress more accurately (without colourwashing).

‍

3. Celebrate success internally

Internal comms around your ESG initiatives are just as important as CSR marketing. It’s all well and good using CSR to promote your business in a positive light, but celebrating success and regularly updating colleagues on progress will keep your business accountable, honest and ensure you’re following through on all your commitments.

‍

It will also help align everyone in your business around your goals; removing communication siloes and achieving a greater level of buy-in when it comes to important initiatives.

“…internal comms around your ESG initiatives are just as important as CSR marketing…”

‍

4. Move beyond offsetting

Offsetting carbon and other emissions can only be positive – where it’s not yet possible to cut greenhouse gases out of your processes, offsetting through carbon credits and tree planting offset schemes are a great way to reduce your footprint.

‍

But, while offsetting can make you ‘climate positive,’ the only true way to control your environmental impact is to reduce your emissions. There are so many ways to do this, but for many businesses it’s still proving cheaper and easier to offset. If you really want to stand out from the crowd, why not pledge to take a bold step beyond offsetting this year?

‍

5. Keep partners and your supply chain accountable

You could be the most eco-friendly business with the most inclusive culture, but if your raw materials, manufacturing, or logistics is outsourced to businesses that don’t share your values, you’re still a big part of the problem.

‍

 Working with your supply chain to set goals and communicate your values and commitments will ensure you’re part of the solution. And incorporating your supply chain emissions into your carbon footprint is the most accurate measure of your environmental impact.

‍

6. Consider the environmental benefits of digitalisation

It’s impossible to ignore that we live in a digital age. And while it’s likely that IT and computing accounts for 2.1-3.9% of global greenhouse gas emissions, digitalisation is also proving a big part of the solution with many business units going paperless, moving to cloud-based infrastructure, and looking to streamline high-waste processes.

‍

How could digitalisation benefit your CSR marketing? Read our blog to find out more.

‍

7. Recognise the hiring and employee retention benefits of CSR improvements

Employees and prospects want to know your company has a conscience. Gone are the days where people can overlook underhand business practices – especially when it comes to climate change. Millennials and Gen Z employees prioritise sustainability and social issues.

‍

So, if you want to continue to recruit, retain and engage fresh talent, CSR should be on your radar.

‍

As such, promoting your CSR achievements should be high on your list of priorities. Sharing your progress on social platforms, using explainer videos to break down more complex objectives, and promoting your inclusive culture are just a few examples.

‍

For more inspiration, watch our video on bringing your values to life.

‍

8. Keep CSR marketing honest, accountable and responsible

This bit’s easier said than done, but we’re here to help. For guidance, insights and case studies check out our P+S Unlocked series and explore the various ways you can improve your CSR marketing, avoid colourwashing and make your business stand out for all the right reasons in 2023.

‍

 Explore our CSR thought leadership series

‍