Why does so much Sustainability Marketing (and branding) fail?

I was reading this IPRA (International Public Relations Association) article by David Zucker about why so many CSR (Corporate Social Responsibility) communications fail.

It was interesting because...it’s true. In my experience, a lot of the CSR and sustainability marketing initiatives were and often still are received warily and have to be proven. I think this is with good reasons. Many companies have traditionally advertised philanthropy and all sorts of “good” performance as ways to distract from areas they don’t want customers and stakeholders to know about. There wasn’t much transparency so CSR agendas were exercises in distraction rather than authenticity.

Although written over 6 years ago when Sustainability Marketing was still in its infancy, Zucker creates a list of 10 tips which certainly still ring true today about how to get “it” right in terms of creating authentic CSR communications.

1. Listen, listen, listen
2. Align with the company’s core vision, mission and social assets
3. Back it with solid commitment from top management 
4. Deliver on that commitment with consistent behaviour 
5. Prove it with products or services with clear social and environmental benefits
6. Connect with employees and consumers on shared values
7. Ensure that employees are front and center
8. Offer easy ways for consumers to connect, engage and support
9. Contribute skills and product, not just money
10. Demonstrate impact beyond numbers

Click on the link above if you’re interested in reading more.