It has been shown many times that a company can stand or fall on the strength of its reputation. It is also clear the environmental responsibility and other social issues are now making a significant contribution to a company’s reputation and are shaping the demands made of those companies by their customers.
Having a strong social responsibility agenda, therefore, is now a key factor in brand and reputation management. For instance, many coffee shop chains are now introducing Fairtrade products in response to demand from customers. League tables are flagging up those organisations that are not tackling energy efficiency issues as well as their peers. Higher education establishments that have a poor environmental record find themselves with fewer applicants. Companies with a poor environmental reputation find it harder to recruit and retain staff.
Taking positive measures to enhance social and environmental responsibility, publicising these measures and providing supporting evidence of their benefits is now no longer a luxury, it is a commercial necessity.