6.06 – Winning With Collaboration & Corporate Social Responsibility
In a society that thrives on sharing, businesses that foster collaboration and community support have seen significant success. We naturally seek to belong to social groups, professional networks, and communities. This sense of belonging enhances our confidence and commitment to shared causes, which in turn drives loyalty.
When brands collaborate, they tap into this need for connection. Collaborative programmes create emotional bonds and deliver value that extends beyond the product itself.
Understanding Collaboration vs. Corporate Social Responsibility (CSR)
Collaboration involves working with other organisations to produce greater benefits for customers, communities, or society. CSR, on the other hand, encompasses the initiatives your brand undertakes independently to give back to the community and the world.
Sharing is Caring (and Good for Business)
In business, collaborating with associations, civic groups, and even competitors can enhance products, services, or experiences for customers. Examples include:
- Microsoft and Toyota: Partnered to advance information systems in cars.
- American Express and FourSquare: Teamed up to integrate mobile technology for restaurants and consumers.
Collaboration encourages resource sharing to improve living standards, leading to successful shared-resource businesses like:
- Uber: Connects drivers with passengers needing transportation.
- Airbnb: Allows homeowners to share their homes with travellers.
- TaskRabbit: Enables people with free time to help others with errands or odd jobs.
Identifying Collaborative Opportunities
To identify potential collaborations, consider the common goals, challenges, and aspirations of your market. Ask yourself: Which businesses or organisations align with your vision? How can you bring brands and people together to solve common problems or achieve shared goals?
Build collaborative efforts around your brand’s emotional selling proposition (ESP). This approach can transform your brand into a movement, resonating deeply with consumers and promoting long-term success.
Teaming Up on CSR
Your CSR strategies are foundational to building collaborative efforts. Consider these actions:
- Schedule Regular CSR Activities: Keep your commitment to social responsibility active and visible.
- Involve Stakeholders: Engage employees, customers, and community members to make your CSR actions truly collaborative.
- Measure and Communicate Impact: Show verifiable, quantifiable results to attract potential partners and open doors for future opportunities.
Two Companies, One Cause, and a World of Impact
Ecologic Brands, Inc. and Seventh Generation, Inc. provide a powerful example of collaboration. Ecologic Brands, dedicated to reducing environmental harm, partnered with Seventh Generation to market their innovative recycled cardboard bottles. This collaboration provided crucial sales revenue and visibility for Ecologic at a critical development stage.
Many brands, like Patagonia and Cotopaxi, are founded on the passions and values of their creators. These brands serve communities based on personal experiences and a strong sense of purpose.
Developing a CSR Strategy
A CSR strategy is integral to a brand’s purpose, business goals, and marketing plan. Define the purpose you want your brand to be known for, take actions to fulfil that purpose, involve others, and collaborate with organisations to amplify your impact.
By embedding collaboration and CSR into your marketing plan, you can build a brand that resonates deeply with consumers and contributes meaningfully to your community.
