Customer Assumption

In an effort to better understand why businesses are often slow to engage customers on CR this research, via a literature review followed by a series of 14 business interviews, looks firstly at the evidence for customer interest in environmental and social issues, then secondly at some of the common barriers preventing businesses from engaging with customers and markets on the subject of CR. Finally it reviews best practice companies to see what approaches they have taken to overcome some of these barriers and suggests practical steps for better customer engagement. Underpinning the report is the belief that by taking a more market focused approach CR programmes will be in a better position to help inform both risk minimisation and market maximisation strategies within the company.

There is often a tendency for CR teams to come at marketing from the perspective of PR and advertising rather than from market planning. In this report Marketing refers to the processes of: customer and market analysis; business planning; market communication and control. That is to say we are using the term to describe the processes within a business that seek to understand, attract and build relationships with customers on an ongoing basis. In this context advertising, PR, cause related marketing, and ...consumer interest in partnership projects are just some of the many tools that may, or may not,be used to help deliver the wider business and market objectives as defined by earlier analysis and planning.

This report divides customers into two groups, individual customers (i.e. end consumers) and business customers, identifying a growing interest in environmental and social issues in both. The continuing support of consumers since the 1970s, has seen many “citizen brands” grow from “maverick to the mainstream”. While through the 70s, 80s and 90s ethical consumers were regarded as niche, it would appear in the new millennium the movement is building up a head of steam and is starting to break into the mainstream. Indeed, some in the CR world would argue consumer interest in environmental and social issues now represents a genuine value shift among consumers1.