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13 August 2020TrademarksAyala Deutsch

INTA: CSR in our most challenging times ... and beyond

In so many ways, 2020 is a watershed moment for humanity and the planet. The COVID-19 pandemic has affected almost every aspect of our lives. In many respects, things will not return to a pre-COVID-19 “normal”. While brands need to contribute toward the response efforts, as we emerge from this crisis, they will need to assume an even greater global responsibility.

The term corporate social responsibility (CSR) was coined by the American economist Howard Bowen in 1953, and the idea of a social contract between business and society has grown in popularity over the subsequent years. Today, CSR is a strategic priority for most organisations.

This trend is, by and large, driven by the market. As the next generations have become mainstream consumers, their expectations of major brands have intensified. This year Generation Z became the largest consumer group globally. According to INTA’s 2019 attitudinal study, “Gen Z Insights: Brands and Counterfeit Products”, 85% of Gen Zers believe that brands should aim to do good in the world. Other generations think the same and shop accordingly. In other words, CSR is good not only for the planet, it’s good for the bottom line.

More than profits

However, brands must do the right thing for the sake of doing right, not to boost profit margins. With regard to COVID-19 response efforts and CSR in general, these activities should align with the company’s brand, and its mission, vision, and identity. Do this, and CSR activities will be authentic, and something that the company can proudly promote.

This is also a matter of trust. A key finding of the 2019 Edelman Trust Barometer Special Report–“In Brands We Trust” is that 69% of consumers say a brand’s impact on society is a key reason for trusting a brand.

"It is great to see so many brands finding innovative ways to support COVID-19 response efforts."

As brand professionals we fully appreciate that IP, and trademarks specifically, serve as the foundation of trust between brands and consumers. Given how important CSR has become for consumers today, brands should approach IP protection and CSR programmes as interdependent strategic priorities. This is how brands can build and protect trust among consumers.

Last year the 2019 INTA president, David Lossignol, launched the Brands for a Better Society presidential task force. It was charged with researching the impact that brands have on society and how business is improving in its efforts to bring about positive change. As part of this project, the task force conducted a survey of the INTA membership which revealed that CSR initiatives are generally high among our member organisations.

Respondents acknowledge their social obligation to play a positive role in addressing global issues and to give back to the community. They also appreciate how publicising these efforts can contribute to brand value and brand loyalty. However, the survey found that “many brands that engage in CSR have not yet effectively leveraged the full potential benefit of CSR policies and activities for their brands”.

Future endeavours

The task force published a “Brands and CSR Survey Report” and, at the start of this year, INTA established a Brands for a Better Society committee that will act on the report’s findings. They will spearhead the association’s efforts to:

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