BITC's Joey Tabone gives his perspective on the entries for this year's Award.
Collaboration is key. When engaging customers on sustainability, businesses need to partner with other organisations, community groups, individuals and even other businesses. The Engaging Customers on Sustainability Award supported by How on Earth demonstrated the importance of the need for collaboration. Using sources that your customers trust, and communicating your companies’ messages through these, was seen as key to engagement.
The companies awarded a Big Tick in this category not only collaborated with other organisations but also empowered and encouraged their employees to act as advocates themselves. As these Big Tick companies demonstrate, not engaging staff will reflect on the effectiveness of your message. Companies utilised various methods to achieve this from offering free product samples, vouchers, prizes and competitions to trainings, workshops and employee roadshows.
Following from this a reoccurring theme in the Big Tick companies was the use of multiple communication channels incorporated into campaigns. In order to achieve maximum impact successful businesses utilised a minimum of five channels. This includes the importance of social media; as you will see in these examples Facebook, Twitter and YouTube were adopted to engage customers.
The following case studies provide more detail about the programmes that achieved a Big Tick and those shortlisted for the top accolade.