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Closing the Gap: Corporate Citizenship & Future-Proofing Brands

Posted by: Interbrand on February 25, 2014
Thinking Ahead in the Auto Industry

Environmental groups like Greenpeace are turning up the heat for brands, calling on them to remove pollutants from their products. As cities play host to their fashion weeks, advocates are drawing attention to the issue. And many brands are responding with commitments to detox their products.

As brandchannel has reported, Valentino committed to eliminating toxins and zero deforestation and Burberry committed to detox its clothing by Jan. 1, 2020. Other brands that have also responded to Greenpeace with commitments to detox include Uniqlo, Zara, Levi’s, H&M, Nike, adidas, Puma and Mango.

What’s the value in integrating a Corporate Citizenship strategy for brands? Last month Clark University researchers revealed in their latest study that there is a definitive positive connection between sustainable, social and environmental supply chain management and corporate financial performance, measured by return on assets and return on equity. Not only is a boost detected, but a decrease in revenue is found when Corporate Citizenship is not integrated in supply chains.

Taking a healthier approach can benefit brands not only in positioning themselves in terms of sustainability, but in connecting their brand values and identity with healthier living. As InterbrandHealth reported, CVS’s move to snuff out cigarettes by October 1 is a bold move. “By marrying business strategy with brand strategy, InterbrandHealth believes CVS is well on its way to being both an industry trailblazer and company to watch in the new world of health.”

This month’s Closing the Gap, Interbrand's Corporate Citizenship newsletter, explores these topics and how brands like Coca-Cola, Ikea and Bacardi are taking action to future-proof against the environmental challenges of the coming years. As it becomes increasingly clear that climate change is an economically disruptive force, brands are putting a growing focus on Corporate Citizenship.

The Carroll School of Management Center for Corporate Citizenship’s report finds a 74% increase in the number of companies reporting having a CSR executive over what was reported in 2010. More than 25% report that their CEOs are taking active roles in Corporate Citizenship program evaluation.

This newsletter also features video of a conversation with Roel de Vries, Corporate Vice President, Global Head of Marketing, Communications and Brand Strategy for Nissan Motor Company and Jez Frampton, Global CEO, Interbrand. Frampton and de Vries discuss the importance of forward-thinking and investing in the future.

How is your brand integrating Corporate Citizenship into its strategies and communicating its efforts to consumers? Share your take on the value of Corporate Citizenship and its role in branding with us on Twitter, LinkedIn and Facebook.

To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.




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