Commentary on an Article from PR Week, 17/09/2010
‘Tesco prepares to go green’
Tesco focus on their corporate social responsibility (CSR) credentials as they search for the right PR Company to take on the campaign. The supermarket giant heard pitches from many Pr Agencies, though have not yet made a decision as to who will front the operation. The focus on their green issues has come after last month’s appointment of Tim Mason to the role of deputy CEO, as well as the increasing scrutiny by campaigners on Tesco’s participation in forcing local shops to close down. Tim has been appointed with the specific responsibility for driving company values and climate change. Tesco have already got prominent high profile CSR movements under their belts such as the vouchers-for-schools campaign. However, it would be interesting to see how they approach their new revamped strategy of promoting their CSR credentials, especially in terms of tackling climate change.
As climate change becomes more and more of a buzz word in the modern day CSR movements, it will be a challenge to address the issue from an original perspective and one that promotes genuine concern, especially with the present chip in their brand image as facilitators of transforming city centres into ‘clone towns’. Futerra CEO Lucy Shea has stated that Tesco should aim to reduce customers own carbon footprints by 50 per cent by 2020 as well as their own. One suggestion to reduce customer emission was through product innovation designed to actively reduce customer’s carbon footprint. However, in order to promote their green credentials it is important that they create a participatory strategy, one that encourages their audiences to engage in their campaign. This not only reduces customer emissions but also makes them aware of Tesco’s efforts just by them taking part. For instance, there are two facets to tackling climate change, changing our behaviour and introducing innovative products that reduce carbon footprint, but also educating future generations in the importance of this current issue in order to effect long term changes. In terms of the latter, Tesco can utilise their present ties with the school community by actively seeking to educate the future generations in climate change. This can be done through for example organising a kids recycling challenge, to encourage them to come up with ideas/products on how to improve recycling in their communities. The kid with the best recycling idea/products will be rewarded and the idea/product will be promoted in their community and neighbouring communities. This participative strategy not only shows their long term commitment to climate change, but it also promotes their CSR efforts through audience participation, and utilises already successful channels of communication.
If you was leading Tesco’s campaign in promoting their green credentials what kind of approach would you take and why?
‘Tesco prepares to go green’
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