A marketer needs to know how to do it responsibly! For some years now, the notion of CSR has been key for manufacturers at all levels of the company. ADETEM (a network of marketing professionals) commissioned the OpinionWay survey institute to find out how marketing managers have integrated CSR into their businesses.
A sample of SMEs and independents was selected. The OpinionWay survey for ADETEM was conducted between April 5 and May 19, 2023.
82% of companies surveyed indicated that they had begun to implement a CSR action plan. A further 68% have defined their “raison d’être” (from a responsible and societal point of view).
And as certifications speak louder than words, 57% have taken steps to obtain the label.
Slow communication
Marketing managers feel that their departments have been able to grasp the subject of CSR (59%).
However, 57% say that their company does more than it says. This silence can be explained by a fear of greenwashing and a desire to avoid appearing opportunistic to consumers.
CSR: constraint or challenge?
The regulatory framework is pushing companies to be more responsible. For 79% of respondents, this is an opportunity to reinvent themselves.
Only 6% feel that CSR is a headache, and that it’s not easy to comply.
CSR covers a wide range of topics. The survey focused on environmental responsibility, consumer protection issues and local development.
In all three areas, respondents indicated that their companies are highly committed.
More specifically, on the environmental front, companies have implemented:
• Responsible design of …
