It is quite evident that companies have to be responsible towards society. Of course, it is a question of ethics, although from a purely business perspective, looking at profitability, Corporate Social Responsibility (CSR) is gaining increasing importance and may even represent a competitive advantage for the company. However, despite its enormous impact on the reputation of the company, the vast majority of Spanish organizations still lack a corporate policy in this regard and, therefore, their communication, including marketing and advertising, is deprived of key messages in this area.
Corporate Social Responsibility (CSR) reflects the values and cultural identity of the company, and is oriented towards a constructive action by it in its environment. Therefore, it serves as a corporate reputation management tool since responsible action positively impacts reputation, providing an opportunity to differentiate itself from the competition. Furthermore, this contribution of the company to society positively influences the purchase decision of consumers. Proper management of CSR allows you to go from increasing sales, to improving the stock market price or motivating employees.
However, there is only one requirement. It is necessary that there is a true commitment to the social cause, that is, it is necessary to believe in a sincere and honest way in the activities carried out within the framework of Corporate Social Responsibility proposed by the company, instead of using these actions as outright marketing.
If these activities are not authentic and are not nurtured by a true conviction born in the management of a company, they will not be received as ethical, nor as a positive tool that leads to advantage. Consumers expect the products they buy to be developed ethically and, if the investment in social marketing is superficial, the company runs the risk of arousing a feeling of rejection in consumers and opinion leaders, starting with the economic and general press. If you make a sincere commitment, you can influence the purchase decision in a favorable way. Corporate Social Responsibility is a commercial weapon to seduce consumers, it manages to influence the purchase decision in a favorable way, but we have to avoid “makeup” marketing.
The tangible effects of being a responsible company have become evident in countries like England, Holland and Germany that have spearheaded this trend in Europe, once the Americans invented the concept of corporate social responsibility. Spain is beginning to join this trend, although it is still in the queue, mainly due to the need for collaboration on the part of the government so that through institutional measures, entrepreneurs should not sacrifice their productivity in favor of social responsibility.
Recently, some large Spanish companies have come together to promote social responsibility but, so far, their example has not had a notable impact on other companies in the country.
So far, the strategy of Spanish companies has been to ally themselves with third parties that have extensive experience in this field, in order to promote their image and give a correct vision and a solid definition of each project. Generally, they are associated with a foundation. Thus, the company benefits, in the first instance, from clarity in ideas and capacity for execution, at the disposal of the presidency and the communication department, those who are most responsible for managing CSR.
