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Marketplace

Section of the competency map featuring MarketplaceFor example:

  • Accessing new markets

  • Developing sustainable products and services

  • Encouraging customers to develop their performance in relation to CR

What are your Desired Business Outcomes?

  1. Increase market share by developing more sustainable core products and service

  2. Increase demand for sustainable products and services

  3. Access new markets and enhance brand image

  4. Deepen client relationships

Select an outcome, and then browse the Knowledge, Behaviours and Resources to help you overcome the associated challenges.

1. Increase market share by developing more sustainable products and services .

For example, to protect and increase market share through more sustainable core products and services, or use social and environmental benefits of core products and services as a differentiating factor

Challenges

Knowledge and understanding

  • Gaining understanding and buy-in to the CR agenda within marketing/PR functions, and increasing dialogue between CR and marketing/PR functions

  • Ensuring marketers understand the difference between cause-related marketing and sustainable marketing, and collaborate internally to ensure messages reflect genuine product, process and supply chain innovation

  • Understanding the values and motivations of different customer groups, and communicating sustainability messages in simple, positive and engaging ways to tap into these

  • Quantifying business benefits, and changing the mentality within the organisation to recognise the role of marketers in influencing change, rather than driving short-term sales alone

  • Sector knowledge

  • Understanding of customer groups and what they value

  • Commercial awareness

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Change driver

Collaboration

Communication

Data gathering and analysis

Influence

Integrity

Strategic

 

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2. Increase demand for sustainable products and services

For example, getting external recognition for CR activity, increasing positive media coverage.

Challenges

Knowledge and understanding

  • Knowing and gathering the CR activity of a widely distributed business

  • Managing internal expectations of what can be achieved

  • Getting something that shows the company as positive and proactive that meets the needs of journalists

  • Balancing the interesting and engaging work of creating the appropriate external profile of the organisation and yourself with the sometimes harder challenge of internal delivery and communications

  • Creatively framing information available within the business to achieve communication outcomes that get people's attention

  • Getting support from the executive on transparent reporting

  • Awareness of the brokers you can use to expand your network and help get your message out

  • Sound knowledge of communication options

  • Knowledge of what journalists have to do to get stories past an editor at national, regional & local levels

  • Knowledge of peer best practice

KKey CR Knowledge icon - head with cogsey CR Knowledge

Behaviours

Resources

Builds relationships

Communication

Data Gathering and Analysis

Innovative

Organisational Awareness

Organisational Commitment

BITC publications

How can marketers build sustainable success?

Influencing consumer behaviour: A guide for sustainable marketing

Other resources

Doughty Centre Guide to Guides

CSR Europe's Guide to Sustainable Marketing

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3. Access new markets and enhance brand image

For example, to access new markets and enhance brand image by providing affordable goods and services to vulnerable groups and disadvantaged communities

Challenges

Knowledge and understanding

  • Identifying disadvantaged groups that face difficulties accessing products and services

  • Collaborating internally to identify opportunities and address barriers through provision of differentiated products and services

  • Identifying appropriate third sector organisations who understand the needs of target groups, and working with them to develop solutions

  • Knowledge of existing and potential customer groups

  • Commercial awareness

  • Knowledge of third sector

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Achievement

Builds relationships

Collaboration

Innovative

Organisational awareness

BITC resource:

A Director's Guide to CR Reporting 

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4. Deepen client relationships

For example, to deepen client relationships by enhancing their understanding of CR and assisting them to develop their own approaches.

Challenges

Knowledge and understanding

  • Identifying appropriate ways to engage with client companies on CR issues. 

  • Quantifying the business benefits of support provided to clients, such as increases in repeat business

  • Effectively 'selling' sustainability credentials to client companies as a way to secure future business

  • Sector knowledge

  • Commerical awareness
  • Knowledge of clients' CR programmes and requirements
     

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Change driver

Collaboration

Communication

Data gathering and analysis

Engages others

Integrity

Strategic

 

BITC resources

The Responsible Business Awards

Corporate Responsibility (CR) Index

CommunityMark

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