If your company is going to supply building materials for a new Bank head office (for example), they want to know where it’s come from, who produced it, what labour was used, was it sustainable, how much waste was produced, is it environmentally sound. If you can’t answer this, or can’t give the ‘Responsible’ answer? The bank nor the architect will touch your product.
Now who wants to say that CSR is a whim, too PC and not something to take on board? B2B marketers need to get to grips fast before losing an opportunity – or worse get too far behind (by the way it will happen fast), and lose market share, customers, and leave holes in the market open for others to fill.
