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How gen­uine is your sus­tain­abil­ity strategy?

July 27, 2009 | Leave a Comment

Writ­ten by: Lee on July 27, 2009.

sustainabilityI asked peo­ple in my LinkedIn groups whether they thought the ‘buy and we will donate’ strat­egy works. I asked whether they thought it was a clever mar­ket­ing ploy or gen­uine caring.

Here are some inter­est­ing answers from LinkedIn:

Inno­v­a­tive Mar­ket­ing, PR, Sales, Word-of-Mouth & Buzz Innovators

Con­sul­tants Network

I still find it hard to shake off my scep­tic view on this. Why is there a con­di­tion of me hav­ing to buy before a com­pany donates? I agree it is impor­tant to sup­port a cause that is impor­tant to your tar­get audi­ence. Why not have a logo on your prod­uct say­ing you are proud sup­port­ers of xyz? Have a great PR strat­egy to tell your tar­get audi­ence about what you are doing.

There have been sug­ges­tions that it depends on how inte­grated the sus­tain­abil­ity strat­egy is embed­ded into an organ­i­sa­tions ethos and that if it is a brand trusted by the tar­get audi­ence and a cause highly sup­ported by them then it will work. Still I ques­tion then why do I have to buy some­thing? I will buy from you if you are sup­port­ing some­thing impor­tant to me with­out you ‘only donat­ing if I buy’. I find this strat­egy stirs up dis­trust for me personally.

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