Companies have now begun to recognize the importance of addressing sustainability, including both the opportunities and challenges that it presents. While historically sustainability efforts lacked support due to the fact that businesses viewed environmental, economic and community obligations as an added cost and were hesitant to go beyond compliancy. The modern shareholder expects more – they expect principles of transparency and accountability with initiative in corporate social responsibility and sustainability. The bar has been raised.
It is becoming an increasingly popular advertising approach for publicly traded companies to promote their corporate sustainability efforts as evidence shows that people are more likely to invest their money in companies that demonstrably support economic development, environmental protection and social responsibility. Sustainable advertising is always geared towards promoting responsible behavior of consumers thus hand in hand making shareholders feel like they are doing their part by investing in these companies. These investors have a growing interest and commitment towards a responsible lifestyle.
Another reason sustainable advertising works is due to emotional appeal. This approach creates emotional connection, which stimulates a stakeholders involvement with the company. These campaigns are effectively communicated to audiences by having people see businesses making fundamental changes to the core of their business, rather than just using CSR as a compliancy requirement or an added feature.
Check out a great campaign by UK based mining company Anglo American – it launched with the strapline ‘Real Mining. Real People. Real Difference.’ in August 2010 featuring stories from their business across the globe and how they are making a difference across the world in areas of culture, health, environment and economics.