In recent years, the concept of societal marketing has become more important, particularly to larger brands that are subject to greater mainstream and social media attention. The goal of being seen as a good corporate citizen and contributing to society overall is executed both through corporate actions and

through the communication of those actions to the customers of the firm and to the broader community.

The following is a quote from an Adweek article on Walmart and CSR.

According to Allen Adamson, North American chairman at brand consulting firm Landor Associates,. In this new, transparent world, where everything a company does is seen by everybody and consumers are doing business with companies who do the right thing in terms of treating their workers well, for the environment, sustainability.

Walmart and CSR

One of the most valuable brands in the world and the worlds largest retailer is Walmart. For a range of reasons, Walmart often suffers from a negative perception among parts of the community. It seeks to improve this perception

through appropriate and positive corporate actions.

Here is an example of their CSR approach...

Sustainable Products at Walmart and Sams Club | Our Pledge to Customers/Members

Our customers and members count on Walmart and Sams Club to deliver affordable products in a way that is sustainable for people and for the planet. To meet those needs, we work with partners all along the supply chain to improve the sustainability of products we sell. We do this while working to offer quality products, everyday low prices and putting customers in charge of their food choices

by helping provide clear, accurate information about food ingredients and production.

And according to Walmart the goal of their CSR is business and profit-based and not just a public relations (PR) exercise.

Walmart spokeswoman Molly Blakeman said, These are first and foremost business decisions and not part of a concerted effort to alter perceptions of the

company.

Question -

Do you think that smaller brands need to be concerned with CSR issues, or is this primarily a concern for higher profile brands?