A Consumer Shift in Responsible Spending
By John Pilmer, President of PilmerPR
Obama is talking about it. Gap, Hewlett Pack (HP) and Timberland are talking about it. Neighbors, executives and world politicians are also talking about it. What are they are all talking about? … Answer: Social Responsibility.
A recent article in Time magazine written by managing editor, Richard Stengel, introduced the idea of a new kind of consumer. “We are again entering a period of social change as Americans are recalibrating our sense of what it means to be a citizen, not just through voting or volunteering but also through commerce: by what we buy. There is a new dimension to civic duty that is growing in America – it’s the idea that we can serve not only by spending time in our communities and classrooms but by spending more responsibly. We are starting to put our money where our ideals are.”
Never in the history of capitalism has social responsibility played such an important role. Gone are the days of cheap talk and sparse metrics to prove the importance of corporate social responsibility. In fact, according to a recent poll in Time magazine, 40 percent of all respondents said they purchased a product in 2009 because they liked the social or political values of the company that produced it. From that same poll, 82 percent said they have consciously supported local or neighborhood business this year.
How did the above 40 percent know about the values of the company from which they purchased? How were the 82 percent reminded that the companies they purchased from were local companies? The simple answer to both questions is communication.
Now is the time to consistently communicate what your company is doing to be responsible. Let your customers know about the hundreds of hours of community service your employees perform. Tell your clients how you have changed to a paperless workflow to not only save on costs, but to drive prices down for them while reducing your carbon footprint. Make it known that your company has installed new energy saving technology and let your customers know how they can benefit. The key to communicating your company’s socially responsible actions is to be good, before talking about how good you are.
As consumers are made aware of your company’s efforts to be socially responsible, they will be more willing to pick your product or service over your competitors. Consumers are putting more thought into purchase now more than ever. With tight budgets and multiple choices, your business has to stand out. Your business and its values have to resonate with your target markets.
As the economy slowly picks back up and begins to recharge, it will be recharged with a different consumer. No longer will purchases be made just because it’s cheap. Consumers will continue to evaluate products and services, but they will also measure companies and their values. Prepare now and be responsible, make changes to be greener and the triple bottom line of people, profits and planet will inevitably benefit.
About the Author
John Pilmer, APR is the founder and president of PilmerPR, LLC. In its 6th year, the award-winning PilmerPR team provides enterprise-level expertise at a small business price. The company is a 2008 recipient of the Provo/Orem Chamber of Commerce Arthur V Watkins award for excellence. PilmerPR was recognized at the National Press Club in Washington, DC for its work in Corporate Social Responsibility (CSR). Also, see the KSL Channel 5 interview of the author regarding crisis communications.
The content of this blog reflects the views and opinions of the author, and not necessarily those of Utah Business
Tags: Communications, Consumer Spending, corporate social responsibility, CSR, pilmerPR, public relations
October 13th, 2009 at 11:31 am
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