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CSR marketing trends: transparency and dialogue

Companies are changing the way they market their corporate social responsibility (CSR) initiatives – more and more of them are becoming increasingly transparent about their supply chains and are fostering dialogue with their customers, says Per Grankvist, editor and founder of CSRiPraktiken.se in an interview with INSEAD Knowledge.Openness builds trust and trust translates into transactions, argues Grankvist. However, companies should not communicate their CSR efforts too early in too conspicuous a way to minimise the risks of ‘greenwash’ and media backlash… read more