MERCADEO Versión en español
Corporate Social Responsibility sparks more interest in the consumer
Patricia Molina| 7 de octubre de 2013
Mauricio Sabogal, CEO global de BPN
Todays companies find themselves more and more committed to Corporate Social Responsibility the voluntary social, economic and environmental improvements they offer, which at the same time make them more competitive and of greater worth.Corporations have to be aware that the value they create is not just for themselves, they should also think about how their actions impact groups of interest like shareholders, employees and the community, says Mauricio Sabogal, global CEO of BPN.Sabogal also says that consumers are more focused on brands than ever and their tremendous power in the marketplace. Boston Consulting Group, or BCG, estimates that the top millennial execs boast a purchasing power of some $200 million a year, which gives a vital importance to the care their firms take with social aspects.Being a socially responsible company boosts its value to society, generating sustainable social development for groups of interest around it by creating bonds with them of information and integration, Sabogal says.While it is true that the media are leaders in the area of communications, many companies have decided to get directly involved with consumers on social networks and relate themselves fully with their campaigns of social responsibility, communicating and explaining the ethical and social stance of the company, leaving aside spontaneity for the moment.
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