Sky used this clever campaign to reach out to the energy conscious consumer, suggesting its products were more energy efficient than others.
Recent trends across business have begun to suggest a new route to consumers’ attention in the marketing field, this being the use of corporate social responsibility and cause related marketing.
Corporate social responsibility (CSR) “demands that business takes responsibility for social problems, issues and social and political goals beyond their core business activities”. This ideology is becoming commonplace as businesses look to diversify their brands from others.
Put simply, the concept involves firms communicating through their advertising, marketing and promotions their ethical stance. This doesn’t mean merely giving to charity or behaving ethically, but entrenching CSR ideals into everyday business practice; with a lack of truly ethical companies in business, CSR can provide a great unique selling point for any company.
Ethical issues are a hot topic in the media and increasingly so with consumers, and over the past few years large corporations have been progressively moving to use CSR and cause related marketing to gain new customers. The featured Sky advert is a good example of this – Sky called out to the eco-conscious consumer, suggesting that its products were more eco-friendly than others by switching itself off overnight and reducing the carbon footprint.
CSR isn’t hard to implement into any business or marketing scheme. Offering “green” services such as paperless billing, is a great way of attracting consumers who wish to purchase ethically whilst also saving you money.
For more information don’t hesitate to contact us at GAP PR and Marketing at info@gapgb.com
