What the Experts Say
♦ ‘82% of customers would prefer to shop from responsible companies.’ The Social Market Foundation.‘This suggests that embracing environmental or social matters is a good way to win business.”
♦ “Corporate social responsibility: you don’t do it because it’s morally the right thing to do. You do it as from a profit and practical point of view it’s the right thing to do.” Sir Martin Sorrell, WPP Marketing Group. (Ogilvy and Mather, J.W. Thompson and Young and Rubicam ad agencies).
♦ “The battle to win customers in the 21st century will increasingly be fought not just on value, choice and convenience, but on being good neighbours, being active in communities, seizing environmental challenges…” Sir Terry Leahy, former Tesco chief executive.
♦ “One thing is clear: if you introduce ethics or environment into a brand, it is likely to sell a lot better than if you don’t.” Brendan May, head of corporate responsibility and sustainability at Weber Shandwick Worldwide.
♦ ‘M&S’s recent ethical ad campaign helped grow sales by 10.5%.’ (Marketing ,13.09.06)
♦ ‘BT found that without its corporate responsibility strategy its reputation would decline by 10 per cent.’ (PR Week 2.06.06)
♦ ‘UK sales of FairTrade goods rose by 40% last year to £195m.’ The Guardian, 31st July 2006.
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