Ok, I get it, we’re in a recession so CSR and all those promises you made in the glory days of 2007 regarding the environment and the local charities you were going to help have been put on hold.  You haven’t forgotten, you’re just tightening your belt, weathering the storm, playing the long game, ready to lavish your time, effort and money once the future looks a bit brighter. 

The logic is there, albeit flawed: but consider this.  In many industries the hard times have encouraged businesses to look for lucrative public sector contracts where budgets have yet to be cut and are looking the most secure.  Of course public sector work demands the public money and there is no hiding from that boss, they’re everywhere, know everything and will have a tantrum to end all tantrums if they don’t feel they’re being kept in the loop.

Enter the tender process: long, laborious and sometimes disappointing, companies will spend hours making sure they are shown in the most favourable light.  You’re often competing like against like too, similar size, experience and cost structures.  So how do you differentiate yourself and generate that all important competitive advantage?

In the last few years CSR has become a buzz word in business, what you’re doing, how you’re doing it, how you can let people know that you’re ‘nice.’  But it isn’t just about nice.  It’s also about market awareness.  Globally 79% would prefer to buy products from environmentally responsible companies (Havas Global Media Survey, May 08) and recent trends have shown an increase in demand for brands to be open and honest; transparent about who they deal with and vocal about what matters to them.  As our industry rightfully evolves to become market orientated we would be stupid not to listen to our clients and respond accordingly.

So what’s this got to do with the here and now?  It’s quite simple.  Act responsibly now and reap the benefits.  CSR might have been a buzzword in the past but it is very real in the present and in order to gain competitive advantage it needs to be taken seriously.  Public sector and large corporate clients will not consider working with agencies that aren’t demonstrating a real commitment to sustainability and the effects their actions have on both their local communities and further afield. 

Do not be fooled into thinking this is an easy option.  The rapid evolution of digital technology has made communicating with clients a two way conversation rather than a single sided drip feed of corporate poomph.  If you make claims you can’t substantiate you will suffer when exposed; the commitment needs to be genuine and the action has to be real.  CSR doesn’t have to cost the earth but requires considered planning and careful management.   The ROI however will be very real and may not only help you survive the forecasted bleak months ahead but give you a real advantage to capture a sizeable market share when the casualties have been announced at the end of it.

Still not convinced?