We’re Good People! Get the Message?

Marketing corporate responsibility is a lot more challenging than that.

In the advertising business, Brands reign supreme. Brands, with a capital B, are organic. They grow, adapt, mature and, over time, become lasting material assets of the companies that own them. Often these Brands are “master brands” and as such are the one name behind everything the company does: Starbucks, Home Depot, Apple, and Timberland are good recent examples.

Brands like these are only now beginning to spotlight their corporate responsibility activities through marketing—in effect, using responsibility as a Brand differentiator. That’s a complicated and potentially risky undertaking. And, so far, consumers have not reacted to that message in large numbers. Why? As Jeff Swartz, President and CEO of Timberland (and a client) pointed out to me: “We haven’t made it relevant enough. We haven’t made the putt between our Corporate Social Responsibility and the Brand short enough for people to make.”

In Timberland’s case, beginning to “shorten the putt” has meant the launch of a revolutionary new program that includes an “ingredients label” on consumer packaging, detailing “Our Footprint” and further information on the environmental, community and manufacturing impact of each pair of footwear sold. However, Timberland’s social responsibility efforts (a well established part of the Timberland culture) are still largely unknown to the general public. Marketing and advertising efforts focus on the Brand’s character and individual product attributes.

Is it possible to create the perception of corporate responsibility without it being true? No. The truth moves quickly, especially these days. In the new new media world, information moves at lightning speed through internet-based communications channels that are populated with user-generated content and multiple open forums for discussion and debate. These are fertile environments for consumers to challenge the messages put forth publicly by their favorite brands.

How does an advertiser (and its agency) avoid being accused of “green washing” or using corporate responsibility simply as a marketing gimmick? They really can’t. But when the accusations come (and they often will) it’s important to have answers.

For marketing executives, that means asking a whole new set of questions that frequently cut across traditional corporate silos. Is our product/manufacturing plan in keeping with the Brand—both now and in the future? Are the causes we co-market with in line with the philanthropy we pursue? Are both tied to making fundamental positive change in the industry in which we operate? How do these initiatives impact our direct and indirect workforce? What about the communities where we operate? In too many cases, the questions have either not been asked or have been left unanswered.

Time and consistency are also critical. Social responsibility is a long-term commitment. Staying focused over time proves that it’s not just an opportunistic marketing ploy. Actions speak louder than words, and longevity is a critical component.

Do advertisers think consumers want or expect corporate responsibility from their Brands? Yes. But only in ways that are relevant to them. In cause marketing, Lance Armstrong’s Livestrong bracelets, and Starbucks’ Ethos water, have been big successes. They’ve been supported by the public because the message is understandable: “If I buy this product I will do some modest good.”

On the other hand, the larger themes of corporate responsibility are not so easily digested by the public. “I’ll pay more because this Brand is paying their overseas workers better” just doesn’t roll off the tongue so easily. Forward-thinking management teams looking to build Brands that incorporate messages of sustainability and corporate responsibility still have a big challenge to address: Shortening that putt.

Matthew Ryan (mryan@arn.com) is Executive Vice President and Executive Director of Arnold Worldwide. Published in CRO Magazine, Fall 2006.