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mexico adoption blog
mexico adoption blog
Brand Karma Becoming Increasingly Important In A Connected World
Until the world’s population become environmentally aware the activities of major corporations and multi nations were rarely under the spotlight and brand karma did not feature as a priority for them.
This is rapidly changing as global corporations come under the spotlight when their behaviour is considered irresponsible from environmental and social conscience perspectives. Media is quick to report on the activities of large companies when they enter new markets. Multinationals which ignore environmental issues when they build enormous manufacturing plants and produce goods that are hazardous, without implementing necessary safeguards and maintenance, risk huge negative press if things go wrong. This in turn does long term damage to their brand reputation and it may take years to recover any good brand karma previously enjoyed. Multinationals around the world will have evidenced the caning that BP has taken in the press over the oil spill in the Gulf of Mexico.
The public outcry has been relentless against those who failed in their responsibilities to properly maintain the oil rig and to quickly address the capping of the oil well. The damage to BP’s brand karma as a result of their poor behaviour will have a long term impact on their profitability as consumers make a conscious decision not to purchase BP product at gas stations around the world. As a result of the exposure given to the oil spill, other global entities will have realised the importance of avoiding such scenarios and acknowledge that the only way good brand karma can be achieved is by their adopting a responsible approach to the environment and working diligently to minimise the risk of similar disastrous events happening elsewhere. If they fail to implement good risk management policy they risk long term damage to their brand reputation and brand karma.
Consumers now hold huge power because of the improvement of worldwide communication technologies. People can influence a corporation’s brand karma by quickly conveying their opinions by way of the many social network sites and blogs accessible to them. Media can post news items online that instantly can reach millions of people around the world. Activist and environmental groups such as Greenpeace are constantly putting multinationals under the hammer when they behave irresponsibly. Corporations can no longer hide their environmentally damaging activities and hope that their brand reputation will stay intact.
In contrast, if consumers support those companies who respect the environment; that aim to provide good and safe working conditions for their staff; take care of their local communities; ensure that advertising is honest and consumable products are of the same high standard no matter where they are sold - then those companies will prosper as a result of the positive brand karma they will enjoy through the support of consumers around the world.
The consumer voice carries great sway and brand reputation will be constantly enhanced as the word spreads and others buy because of the trust and brand karma cultivated by their demonstrated commitment to responsible actions and quality product. At the same time consumers must unite and reject the goods or services of those companies that do not adopt acceptable environmental and social policies as an integral part of their operations. Only then will those companies recognise the repercussions of bad brand karma and be forced to revisit their actions and to conform with the world’s view on what is acceptable or not where the environment and social responsibilities are concerned.
About the Author
Brand Karma – help everyone make better brand choices and influence brand behavior for good. Visit us: http://www.BrandKarma.com
ESF Weekly August 19, 2010, Edition 9
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