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New CSR marketing trends: transparency and dialogue

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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, and senior advisor on sustainability to multinational corporations such as the Coca-Cola Company in Sweden. Companies such as Nike, Gap and Hewlett-Packard have led the way by making information available online regarding their supply chains. Openness builds trust and trust translates into transactions, argues Grankvist. The one thing many corporations see as an Achilles heel may turn into their greatest strength, he says: “Suddenly, the supply chain is the ‘new black’, to misquote a common fashion phrase, as customers are looking for brands that are authentic and honest.”

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