Employers are in a strong position to exert influence on all of their stakeholders, including the wider community and government.
Campaigning for fairer trade, increased local regeneration and so on, can all have a direct impact on reputation and commercial operations. Companies like the Body Shop and the Co-operative Bank pioneered this kind of socially responsible marketing, but now many companies will get involved in initiatives that make strategic sense, although they rarely put them centre stage in the way the pioneers did and do.
Effective campaigns are run in partnership with charitable organisations and can lead to many mutually beneficial relationships.
