Comments on: 6 Questions About Corporate Social Responsibility with John Kim http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/ Interviews, Chicago, and Whatever else We Want Sun, 05 Sep 2010 07:19:14 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: John Kim http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-92 John Kim Sat, 03 Oct 2009 22:53:26 +0000 http://northandclark.net/?p=337#comment-92 Colleen - that's great about the the replacement of plastic with digital. And I'd be interested to learn more about your presentation when you're finished! John Colleen – that’s great about the the replacement of plastic with digital. And I’d be interested to learn more about your presentation when you’re finished!

John

]]> By: Colleen http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-89 Colleen Sat, 03 Oct 2009 15:37:35 +0000 http://northandclark.net/?p=337#comment-89 I'm in Digital Music Marketing at VerveLife. http://vervelife.com We're eco-friendly in a sense, because we replace plastic premiums with digital ones. Right now I'm finishing up a trend presentation on Millennials and Music. I’m in Digital Music Marketing at VerveLife. http://vervelife.com We’re eco-friendly in a sense, because we replace plastic premiums with digital ones. Right now I’m finishing up a trend presentation on Millennials and Music.

]]> By: My first interview! Check out it out! « The World Cup and CSR http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-86 My first interview! Check out it out! « The World Cup and CSR Sat, 03 Oct 2009 12:39:08 +0000 http://northandclark.net/?p=337#comment-86 [...] Big thanks to Casey. You can check out the full e-mail interview here: http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/#more-337 [...] [...] Big thanks to Casey. You can check out the full e-mail interview here: http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/#more-337 [...]

]]> By: John http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-81 John Fri, 02 Oct 2009 22:05:52 +0000 http://northandclark.net/?p=337#comment-81 My pleasure! Saw you're in Chicago - what do you do in town? My pleasure! Saw you’re in Chicago – what do you do in town?

]]> By: Colleen http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-80 Colleen Fri, 02 Oct 2009 19:51:50 +0000 http://northandclark.net/?p=337#comment-80 Very cogent answer, John, appreciate that you took the time. Very cogent answer, John, appreciate that you took the time.

]]> By: John http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-75 John Tue, 29 Sep 2009 15:18:15 +0000 http://northandclark.net/?p=337#comment-75 Colleen, Great question! I think cause marketing can often fit under the umbrella of CSR but it depends again on how the marketing promotion aligns with the companies overall brand or business strategy. For example, if Danon yogurt is doing a promotion where they donate $ to a cancer charity for every lid mailed in, this would be purely cause marketing. But if they make the case that yogurt consumption is related to better overall health which is related to cancer prevention AND that they intend to support cancer charities in general...then that could be more of a CSR initiative. But overall the main difference for me is that cause marketing is generally associated with a time-sensitive (e.g. 8-12 month campaign) promotion for a particular cause and product/service. While CSR is more related to aligning good corporate practices (i.e. reduction of packaging materials, developing relationships with indigenous communities to sustainably harvest beauty supply ingredients (Aveda), etc.) with the overall brand and business strategies and subsequent activities. Don't get me wrong, I think cause marketing is wonderful and there have been hugely successful examples for both selling a product and raising awareness for a cause e.g. LiveStrong - but the danger is that if the cause marketing promotion is not aligned with the business then there's the danger of it getting put to the wayside during tougher economic times, changes in leadership, etc... Hope this helps! Happy to discuss more...! John Colleen,

Great question! I think cause marketing can often fit under the umbrella of CSR but it depends again on how the marketing promotion aligns with the companies overall brand or business strategy. For example, if Danon yogurt is doing a promotion where they donate $ to a cancer charity for every lid mailed in, this would be purely cause marketing. But if they make the case that yogurt consumption is related to better overall health which is related to cancer prevention AND that they intend to support cancer charities in general…then that could be more of a CSR initiative.

But overall the main difference for me is that cause marketing is generally associated with a time-sensitive (e.g. 8-12 month campaign) promotion for a particular cause and product/service. While CSR is more related to aligning good corporate practices (i.e. reduction of packaging materials, developing relationships with indigenous communities to sustainably harvest beauty supply ingredients (Aveda), etc.) with the overall brand and business strategies and subsequent activities.

Don’t get me wrong, I think cause marketing is wonderful and there have been hugely successful examples for both selling a product and raising awareness for a cause e.g. LiveStrong – but the danger is that if the cause marketing promotion is not aligned with the business then there’s the danger of it getting put to the wayside during tougher economic times, changes in leadership, etc…

Hope this helps! Happy to discuss more…!

John

]]> By: Colleen http://northandclark.net/2009/09/5-questions-about-social-responsibility-with-john-kim/comment-page-1/#comment-74 Colleen Tue, 29 Sep 2009 13:32:51 +0000 http://northandclark.net/?p=337#comment-74 Thanks for the food for thought. I work in the digital music business, and have noticed a trend among artists and bands toward Carbon Neutral Touring (U2, Chrissie Hynde,etc). Can you expand on the difference between CSR and Cause Marketing? Thanks for the food for thought. I work in the digital music business, and have noticed a trend among artists and bands toward Carbon Neutral Touring (U2, Chrissie Hynde,etc). Can you expand on the difference between CSR and Cause Marketing?

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