A CMO's Guide To Corporate Social Responsibility

People increasingly expect firms to behave in a socially responsible manner, but many companies are only beginning to take action. Corporate social responsibility (CSR) is not simply a passing fad; it's a growing trend that CMOs need to acknowledge and that will affect every part of the organization. As their firms assess which CSR initiatives to take, marketing leaders should take the lead in understanding the customers' needs and voicing them inside the firm. With more consumers willing to pay more for environmentally friendly products and fair trade, CMOs will find that CSR can add to the profitability of the business.