With so many companies making large investments in corporate responsibility initiatives, it’s easy to conclude that the value of social and environmental programs is well understood. Yet even CSR professionals are hard-pressed to identify measurable returns.
Does the well-being of cocoa farmers and their communities in Ghana matter to North American consumers when they’re reaching for a chocolate bar? Cadbury seems to think so.
There may be few things as difficult to change as an ingrained habit. This is especially true when the new behaviour requires consumers to give up some of their comfort or convenience.
Is it possible to be a good environmentalist and a good marketer? It’s a question all of us in communications need to frequently ask ourselves because minimizing the amount of resources used for a marketing campaign can certainly be a challenge.