Over the past couple of months I’ve attended a fair few CSR related events which are great for garnering the latest best practice or meeting interesting people.
One particular unspoken theme keeps quietly nagging at me. We are constantly preaching to the converted, albeit a painfully slowly growing audience.
How do we as a collection of practitioners, champions, academics, business leaders and consumers take the next and toughest step to begin to win over more naysayers who unfortunately occupy the majority?
We (those who know) are more than aware of the tangibly empowering benefits of having the wider vision that CSR / sustainability lenses give and have increasingly credible data to back up our position, but I still feel we’re still desperately clawing to get to any genuine tipping point. The explosion in social media is helping our cause by exponentially generating the sharing of information but something tells me we need something else.
Is CSR the management equivalent of fruit and vegetables in our diets? Everybody knows how nutritious oranges, pears, cucumbers, carrots etc are for us but how many really eat enough of what we should? If we had the marketing creativity of a global agency and the resources to push our humble fuuit & veg in the same way they do for say Nike trainers, Apple for iPhones or Coca-Cola would we eat more healthily? Does the responsibility / ethics agenda need a innovative and sustained marketing campaign?
We need somebody new to shake up the language and attitude to enthuse a new audience.
Imagine a world where Apple branched out into management consultancy…
Who would you want to market a new and improved CSR?