While many companies waste their wherewithal and finances promoting CSR that has no connect with their organisation’s competence or product/service offerings, 3Cs – a real estate company – has used the umbrella of green initiatives to not only promote pro-environment behaviour, but most importantly, has also succeeded in ensuring that the brand recall of their upcoming premium end luxury apartments increases. As an extension of their hyped Earth Water social campaign, the 3Cs company distributed environment-friendly bags as a mark of appeal to people to stop using plastic bags. Apparently, this would reduce the carbon footprint of India. From conservation of water to beseeching people to save planet earth, and more, 3Cs has managed to hit home in finding the connect between CSR and market returns. Go ahead; stop using plastic bags... and yes, buy their apartments too :)
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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