NPS Blog
Achieving true sustainability in a throwaway society
Companies love to use buzzwords like “stewardship” and “sustainability” in their public relations campaigns. But inside their walls, many treat their most precious assets as disposable: people.
Maybe it’s time to rethink corporate responsibility and return to the fundamental idea that companies are responsible for the lives of the investors, employees and customers that they touch. In my latest post on LinkedIn, I consider the notion of sustainability in a world where people are always looking for the new thing.
Read the post here: The Most Toxic Kind of Corporate “Waste”
If you like it, click “follow” and my future posts will show up in your LinkedIn feed.
2 Responses to Achieving true sustainability in a throwaway society
Post a Comment
-
Recent Posts
Receive new posts by email
Search the Loyalty Blog
Contributors
Categories
Archives
Sure, it’s time to rethink corporate responsibility. From different points of view. Marketing and sales offer clear examples. One survey we did about 60 major companies in Italy (june 2012) showed that, on average, there is a positive correlation (r = 0.50) between green positioning (active in safeguard of environment) and confidence/trust; in turn another positive and higher correlation ( r = 0.75) between confidence/trust and brand preference or intention to buy. That brings to a clear conclusion: corporate responsibility, in the long run, will be a clever and profitable strategy. And it’s ROI easily computable.
Carlo:
Really interesting research. Our research not only shows similar results, but also that earning the trust and confidence of your customers leads to higher propensity to repurchase and to do so at higher prices. We did some brand research, for example, in the mobile handset industry demonstrating that customers would pay significantly more for exactly the same features and functions from a trusted brand than from one they trust just a little less. The impact on profitability and growth can be staggering.
Here’s the challenge: it takes a long time to earn trust and confidence. You have to be rigorously consistent about it. It takes about a nanosecond to destroy it.