The United Nations Climate Change Conference in Copenhagen is likely to ensure that climate change finds its way firmly back on the agenda for businesses and brands, after being eclipsed by the continued pressures of surviving an economic downturn.
Whilst it seems that green issues and CSR (or CR as it is increasingly being referred to) were still a priority at the beginning of the year, many Brands seem to have gone noticeably silent in recent months and could suddenly find their activities in this area under public scrutiny, claims Graeme Crossley, CEO of Brand Reputation.
“There has been increasing discussions lately over the value of Corporate Responsibility reporting and whether the cost-benefit of producing the reports actually stacks up in terms of improved brand reputation, new business and so on. But as many Brands ponder of these issues as they plan their campaigns for 2010, I think that what Copenhagen will remind them is that climate change is one of those long term issues that simply won’t be going away any time soon and customers will still want to see these businesses behaving ethically and responsibly,”
Last month it was revealed in a study sponsored by three major UK investors claimed that British businesses are not taking enough action with regards to the strategic implications of climate change. The report, issued by Henderson Global Investors, Insight Investment and the universities pension scheme, USS, also showed that firms are missing out on investment opportunities, which may arise through investments in companies, such as construction firms, which build flood defences or producers of sun/rain resistant building cladding.
“The recession may have diverted the focus for a while but Brands need to be ensuring that their CR strategies form part on an ongoing investment into improving business processes, building brand reputation and helping to limit the damage to the environment caused by the business. It’s not always about the larger cost programmes and there are many initiatives that cost very little to implement but deliver tangible improvements. Brands need to realise that consumers won’t see the recession as a reason to curb this activity in 2010,” adds Crossley.
ENDS
Editors Notes
Brand Reputation is a multi-discipline brand communications agency for consumer brands that specialises in fixing brand pain™. The agency delivers strategies that change consumer attitudes and behaviour to build sales, profit and market share for leading brands.
The agency’s founder Graeme Crossley, spent over 15 years in communication roles of increasing responsibility for companies including The Coca-Cola Company, Amazon.com, Yum! Restaurants Inc, Sainsbury’s Supermarkets and WH Smith. Graeme is a Business Leader of The Marketing Society as well as Non-Executive Chairman of boutique search and selection company Aextis. His first book will be published in 2010.
For press enquiries please contact Amy Larman on 01603 283 503 or email amy@mediajems.co.uk.
