Comments on: What do you care about? On communicating community involvement http://www.semiosiscommunications.com/what-do-you-care-about-on-communicating-community-involvement/ Semiosis Communications: Sustainable marketing for people, planet, and prosperity Mon, 08 Mar 2010 20:56:24 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Peter Korchnak http://www.semiosiscommunications.com/what-do-you-care-about-on-communicating-community-involvement/comment-page-1/#comment-3797 Peter Korchnak Thu, 29 Oct 2009 17:11:07 +0000 http://www.semiosiscommunications.com/?p=3990#comment-3797 @Matt: I merely recognize the fact that brands must use meaning to differentiate themselves. The same goes for triple bottom line sustainability, as you point out. Both axis-tipping examples you mention have more to do with environmental sustainability than anything. I believe we need triple bottom line business models, not just the application of green from the outside in. @Matt: I merely recognize the fact that brands must use meaning to differentiate themselves. The same goes for triple bottom line sustainability, as you point out.

Both axis-tipping examples you mention have more to do with environmental sustainability than anything. I believe we need triple bottom line business models, not just the application of green from the outside in.

]]> By: Matt http://www.semiosiscommunications.com/what-do-you-care-about-on-communicating-community-involvement/comment-page-1/#comment-3795 Matt Thu, 29 Oct 2009 17:04:30 +0000 http://www.semiosiscommunications.com/?p=3990#comment-3795 I agree with your assessment that meaning is the new differentiator for business. Customers want it; hopefully they'll start to pay for it. :) But I think it's important to help businesses understand sustainability isn't about treehugging. In fact, it's arguably the only source of sustained competitive advantage. Companies can find ways to profit from these CSR programs when they make the business more valuable. Value (profit, if you like) can be found by addressing social issues in their value chain (markets for waste product, more efficient fuels, etc) and in bettering their competitive context (educating the workforce, influencing local demand with social programs, etc). There aren't too many great examples, but honestly, and begrudgingly, I've gotta point to McDonalds (recycled packaging) and Wal-Mart (transparency on impact) as leaders. Man, the world must have tipped off its axis. :) I agree with your assessment that meaning is the new differentiator for business. Customers want it; hopefully they’ll start to pay for it. :) But I think it’s important to help businesses understand sustainability isn’t about treehugging. In fact, it’s arguably the only source of sustained competitive advantage. Companies can find ways to profit from these CSR programs when they make the business more valuable. Value (profit, if you like) can be found by addressing social issues in their value chain (markets for waste product, more efficient fuels, etc) and in bettering their competitive context (educating the workforce, influencing local demand with social programs, etc).

There aren’t too many great examples, but honestly, and begrudgingly, I’ve gotta point to McDonalds (recycled packaging) and Wal-Mart (transparency on impact) as leaders.

Man, the world must have tipped off its axis. :)

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