February 22, 2014

Isn’t Corporate Social Responsibility a marketing tool?

Honestly, I used to could not see the any difference between CSR and marketing. I believed that their aim were almost same, because both tools aims to increase the brand awareness via spending thousands or millions of pounds. After Zoe Chilton who works for one of the F1 manufacturers, attended our leadership class as an external speaker and talked about her experiences about how they deploy CSR and how they convince their target group. I understand that companies are able reach the values via CSR that cannot be purchased or reached by marketing tools, because marketing spends lots of money to create more market share for product generally. However, although CSR has a financial expectation in future, CSR tries to solve some problems that may be social or environmental, so it so more beneficial to our planet instead of wasting lots of money. According to me, as one of the future leaders, it is my objective to shift marketing reserves to budget of CSR.


While we were preparing our CSR presentation, I ran into with distinct CSR example which has been done by Dove. Here it is.



- One comment Not publicly viewable

  1. Shujaat Alikhan

    Really on the same page with you about how the value-led concepts of CSR should be more incorporated with marketing, since instead of just spending money on “valueless” marketing, companies can also adopt the CSR approach and make their marketing campaigns all related with the company’s CSR value.

    So in the end, they dont need to have a separate vision for CSR and other things in the company, but their company is driven by these values.

    23 Feb 2014, 11:00


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