Consumers
November 01 2004
by Nicky AmosRetailers are poised to embark on a new way of thinking about corporate responsibility. They know it is no longer enough to distinguish a brand from the competition through pricing, quality and placement strategies. While good customer service remains the most vital element of the retail survival plan, today's more progressive companies are recognising that the marketplace has become a more sensitive place. As consumers become more exposed to, and therefore better informed about, human rights and supply chains or product stewardship and the environment, so companies are turning the looking glass on themselves.
The realm of CSR is breaking out of its corporate cocoon and entering the marketplace in a more visible way than ever before. Companies are falling over themselves to demonstrate their more 'responsible' side, offering more 'healthy' food options, more free-range, organic and fair trade produce, and more environmentally responsible products and packaging. The debate will continue about whether this really is about companies responding to what they 'should' be doing or, more likely, creating opportunities to re-define themselves and broaden the consumer offer.
This is not a call for yet another wave of corporate green-wash or guilt-marketing. It's about retailers tuning into the sensitivities in the marketplace and engaging people in subtle dialogue about responsible retailing. In its centenary year, Waitrose is leading the charge. It has gone back to its roots by selling fresh produce sourced locally from independent farmers. It's a simple enough plan - everybody wins - the customer enjoys fresh, local produce, the farming community gets the support it so desperately needs, and Waitrose is able to champion its role as a supermarket with a conscience.
In a similar vein, B&Q has made a strategic decision to only purchase wood from proven well-managed forests or recycled materials. Not only have they demonstrated through their actions a committed approach to managing their impacts, they have also made the customer central to their strategy. Unlike some retailers, they are not asking customers to make ethical choices; the choices have been made for them.
For now, it may well be that retailers are pushing more than consumers are pulling. Some initiatives may be a little crude, but there are many opportunities for retailers to develop more innovative and sophisticated approaches to brand and values marketing that accord with consumers' moral and ethical sensibilities.
In the future, it is my guess that companies will be looking to integrate their CSR, brand and cause-related marketing messages into a coherent dialogue with consumers that inspires them, not just in their products or services, but in the way they do business. Strong CSR communications can demonstrate that otherwise faceless brands also have a human dimension and that responsible retailing can be a force for positive social change. Good shopping has every chance of getting even better in the future.