Creating a corporate responsible brand

Premier agency for sustainable brand positioning & marketing corporate social responsibility (CSR), cradle to cradle (C2C)

Sincerity pays off

Sincerity and transparency create loyalty. Voluntarily committing to and meeting international standards on environmental protection, sustainability, recycling, and biodegradability directly and positively impacts sales in this new, informed world. The word gets out about demonstrable CSR and positive corporate citizenship.

Greenwashing doesn't

The reverse is also true: cover up, or distort the extent of CSR commitment, and reap the negative consequences. "Greenwashing", as defined by Wikipedia, "is a form of spin in which green PR or green marketing is deceptively used to promote the perception that a company's policies or products are environmentally friendly." Appropriately enough, it was coined by an environmentalist in the 80s in regards to the cards that many hotels place in their rooms about reusing towels to "save the environment", even though very few hotels at that time had actually changed their laundry policies. The negative backlash forced the hotel chains to implement new policies. So, if you think that no one's watching or keeping track, you're wrong.

Build your sustainability around your existing brand

So, how do you create a responsible business communications strategy? Start with your corporate brand strengths. Are you known as an innovator? Be an innovator in green production strategies. Are you a trustworthy, family-oriented brand? Show how your environmental policies benefit communities, or build CSR campaigns around educating kids on the importance of recycling. Responsible business communications need to work together with your existing corporate communications campaigns to reinforce your company messages, not distract or confuse your audience.

Support from concept to execution

ELCAMEDIA is a corporate communications consultancy for CSR and responsible business. That's all we do. Depending on your needs, ELCAMEDIA's team of highly experienced marketers work with you from development of initial CSR communications and green marketing concepts right through to campaign execution, media buying and brand and media coverage tracking. And we work with your existing marketing and communications agencies to marry your current brand and marketing campaigns with our CSR/ responsible business campaigns. You can rely on our proven expertise to ensure your brand positioning remains strong, consistent, and delivers maximum appeal to your target audiences.