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Brand is key to retailers corporate responsibility plans
Archived article dated Friday January 2nd 2009
Forty-four per cent of retailers say that their primary motivation in running Corporate Responsibility (CR) programmes is branding, followed by new revenue opportunities (28%) and employee related initiatives (24%), according to research from the business advisory firm, Deloitte.
Mike Barber, Corporate Responsibility partner at Deloitte, said: “In recent years there has been substantial growth in the number of consumers whose retail buying decisions are influenced by ethical or sustainability-type considerations. As a result, retailers CR programmes are being shaped by reputation and consumer sentiment.”
Our survey found that a third of respondents aim to be an outright leader or famous for something within CR. Thirty-seven per cent of respondents aim to be 'in the pack' and 27% are satisfied with 'basic compliance'.Barber added: “In branding terms, a leadership position is useful, but can also back-fire on reputation if not properly managed and substantiated. This is especially true with respect to supply chain practice, where elements of the chain are sometimes outside of the direct control of the retailer.”
Cost reduction and managing external risk are two other factors driving retailer's CR behaviour. Reducing packaging is important for 67% of respondents, whilst 62% of retailers cite energy efficiency in stores as being high on their agenda.
The economic downturn could lead to a temporary pause in 'ethical consumerism', but in the longer-term the growth in care and interest among consumers, opinion formers, regulators and other stakeholders will prevail.
Barber said: “Retailers marketing to this segment must continue to offer 'ethical products' to ensure consumer loyalty but at the same time adjust their range and offer to reflect the 'different shades of green' which appear to be emerging in consumers shopping requirements.”
Speakers from ASDA, M & S, Sainsburys, Boots, Woolworths, Lloydspharmacy, Co-op, Royal and SunAlliance, QVC, Monsoon and Lush are coming together this January to debate the latest responsible retail strategies at The Retail Bulletin Summit, sponsored by Kurt Salmon Associates.There are a limited number of complimentary places for retail executives available at this Summit. Choose day 1 or day 2 or both. To apply for your place,email: janeh@theretailbulletin.com
Tagged as: corporate social responsibility | summit | csr
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