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Social Responsibility in Card Marketing and Operations
VRL Publishing Ltd, Sep 2008
More than 75% of executives in the card space believe that Social Responsibility (SR) will improve business performance in the longrun. 82% believe that companies themselves, not through regulation, will embrace social responsibility as a core strategy over the next 5 years.
As companies become more experienced at and accountable for their SR efforts, their ability to measure the results of their efforts improves. The surest proof that socially responsible companies provide high shareholder value lies in the fact that investors are seeking them out. Twenty-five percent of people who buy and sell stock in the U.S., Canada, Japan, Britain and Italy all say they have bought and sold based on a company’s social performance. In Europe and the US, SR makes a greater contribution to corporate reputations than brand image. In developing countries, SR accounts for 49% of company image compared with 35% for brand image and only 10% for financial management.
SR efforts can drive new revenue streams. Forty-nine percent of companies surveyed by IBM have recently begun new revenue activity as a result of their SR efforts, while 19% are mature in this area. Over half (54%) believe that their companies’ SR activities are already giving them an advantage over their top competitors.
This report presents the A-Z of SR across Credit, Debit and Prepaid Cards
Section I covers the strategic challenges facing companies today, including a marketing overview and develops the business case for SR. Key indexes are evaluated, including:
- Dow Jones Sustainability Indexes
- KLD Indexes
- Innovest Strategic Value Advisors’ Intangible Value Assessment Ratings
- FTSE4Good Index Series
- Social Awareness Index
- Vigeo
- The Banker
- Innovest Top ESG Global Banks
- 2008 FT Sustainable Banking Awards
- The Global Reporting Initiative
- The Carbon Principles
Section II discusses the tactics card companies need to become socially responsible, dealing with the ethical and political implications on global communities. It covers the advantages of using sustainable materials and creating relevant, true and believable marketing messages. It deals with the environmental concerns and issues as well as carbon footprints and energy.
Section III covers metrics and measurements; how to value social responsibility, the operational and emerging best practices. It presents original metrics and surveys SR Initiatives assessed in the report include:
This report analyses and assesses:
- Affinity marketing
- Community Outreach
- Donations to causes
- Ethical Marketing Practices
- Global outreach
- “Green” Marketing
- Political Efforts and Advocacy
- Social awareness marketing
- Social Responsibility Trade-Offs
- Sales vs. Ethical Marketing Practices
Who should read this?
CEO’s, EVP Marketing, CMO, Divisional Managers
At;
Financial Services
- For profit and not for profit card issuers, banks, loan companies, credit unions, college marketers, retail banks and divisions, consultants.
Investment Organisations
- M&A, Management, Investment banks, hedge funds, private equity funds, venture capital, market research
Marketing Companies
- Marketing, Direct marketing, interactive and web marketing, online and off-lead generators
Card service providers
- Online card, card trade associations, advertising agencies, credit card service providers, data service providers, list brokers, providers and compilers, credit bureaus
What are they looking for?
- Information to help compete effectively by integrating socially responsible marketing into their long-term strategies
Also available
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Debit Cards as Profit Drivers
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