Strauss's social action./Strauss.
"Business companies, and especially consumer product companies, have a wide range of tools that allow them to influence public opinion, either through the products, or through the marketing and communication platforms. Companies have high accessibility to people, the ability to influence and the possibility of raising awareness of certain issues," says
Tamar Yahal, Director of Community Relations at the Strauss Group.
"The issue of social responsibility serves two very significant business goals for companies - the issue of the company's reputation and the connectedness of the employees," says Tamar.
"Regarding the company's reputation, consumers are affected by the issue of corporate responsibility. They want to know that even when they buy chocolate or jeans, they are choosing a product produced by a company that is run responsibly and has a positive impact on its environment. Consumer loyalty is also important - a company that does good to the environment and helps a creative community A positive image for the consumer."
Integrate the target population into the marketing process
"It is important to integrate the target population into the move, think together with them and connect them to the process, and understand through them what is the right way to make the move accessible to the general public - what to say and what not to say. At Strauss, we are careful to keep the partnership and the move humble so that it is not cynical. We will not make dramatic promises, We are not saving anyone, we are simply doing community work, so we need to be sensitive and not exaggerate with the media exposure," says Tamar.
To prove a significant action before making headlines
Tamar Yahal./Strauss PR
"You have to know how to tell the story," says Tamar.
"A business company must reveal its social activity from a place of truth and values. The reason must not be exploitative and cynical. One must maintain modesty and a measured relationship between what is said and what is done. In the end there must be truth in the story. For example, if you do several activities or support several associations , one should choose to tell in a corporate way only about one, and leave the rest of the activity at home. The way in which we help must not be marketed too much, it creates cynicism and diminishes the event itself, which is actually the most important. A business company needs to prove a significant action before it goes out in the headline and markets it outside , and most importantly, everything should be in full cooperation with the association, which will serve its needs and with its approval."
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To bring the power of marketing to social action
Tamar explains that "the importance of marketing in social action is enormous. In the end, commercial companies carry out actions that will meet business goals, and this should be communicated to both employees and consumers. At Strauss, for example, there is the ability to take an association or organization and market it externally - for example, a story on social networks that promotes An association gives media exposure that they probably won't be able to get anywhere else. This is another way to increase, strengthen and enhance the associations and awareness of these issues.
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A post shared by Remember Raz Mizrahi (@remember_raz).
Another example is the introduction of social messages such as gender diversity into advertisements, in a way that can influence and even change the behavior of consumers over time, thus contributing to social change on a certain subject following the advertisement.
get stronger from crises
"The war introduced the country to the market, but the business sector and the social sector knew how to work in an organized and fast way, to make changes, and to provide a quick response to a variety of problems that arose from the field," says Tamar.
"An example of this is our project "Coffee Advice" - business consulting for social organizations. We leveraged our professional knowledge, we took managers and managers from Strauss and ordered them to associations and social organizations to advise them in business. Dozens of challenges and problems arose as a result of the war and you can see many companies that took the knowledge and power theirs and created solutions."
exist as a basic standard in the world
When the total foreign investment in Israeli high-tech is decreasing, Israeli entrepreneurs need more to get financial backing.
"More and more companies in Israel and around the world are being asked to report to both the public and investors on aspects of sustainability - social investments, environmental issues, donations, etc. As time goes by, more and more companies invest and participate in these issues, not only because of the demands of the young consumer who is more aware of these issues. Investors also demand proof from companies that the product they are promoting is in line with their social agendas, for example - fair trade, contribution to the local community, etc. It can be seen that this is an essential strategy both in Israel and in the world, and it connects to the core of doing business in the leading companies," concludes Tamar.
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