There is a powerful opportunity for brand managers to integrate corporate responsibility commitments into brand platforms to win consumer loyalty. General Motors and Zipcar both ran recent campaigns in universities to win over students. One car company shows they understand their target audience while the other shows a disconnect.
Canadian companies such as Talisman Energy are showing leadership in corporate social responsibility on the global stage. In a globalized world, it is important for companies that are operating in other countries or those seeking to establish international subsidiaries to act responsibly and furnish reports to prove the credibility.
At the summit in Toronto that drew senior executives from Canada and around the world, one common thread emerged: Capital favours sustainable businesses. Deutsche Bank have more confidence investing in companies that disclose their greenhouse gas emissions. Investors see climate change issues as material to their investment decisions. Accountants see environmental information as an integral part of a company’s full performance picture.