“CSR: Transforming citizen action into a competitiveness booster” was the theme of a round table recently organized by Les Inspirations ÉCO, to discuss the subject. This event, hosted by Meriem Allam, Publication Director of the newspaper Les Inspirations ÉCO, brought together a panel of experts. They are Aicha Kouraich, QHSE and CSR Director at Les Eaux Minérales d’Oulmès, Radia Cheikh Lahlou, General Director of the Déclic firm, specialized in CSR consulting, Zineb Bennouna, CSR & Communication Director at LafargeHolcim Maroc and Mourad Benhammacht, Director of Human Capital, CSR, Legal and Compliance at Sothema.
Today, customers and consumers have an unprecedented level of demands as well as a heightened awareness of the impact of the company’s Social and Environmental Responsibility (CSR), notes Aïcha Kouraich. Thus, the act of purchasing is no longer solely associated with the attributes of the product and service sought. The values of the company or brand are scrutinized. Consequently, any negligence in relation to social responsibility has a strong impact on the company.
Conversely, those that integrate environmental, social and governance factors build a solid reputation and are able to turn their customers or consumers into ambassadors who can spontaneously speak in favor of the company.
Zineb Bennouna completes this statement by highlighting an important aspect. Improving the reputation of the company is one of the financial impacts, and therefore competitiveness, of CSR. This makes it possible to acquire a few more consumers and above all to retain them and differentiate yourself in the markets. The act of consuming becomes a kind of commitment to a noble cause. And when it is integrated into the communication plan, it helps build trust with consumers. But this is on one condition: it must not be “washing communication”. These must be actions carried out, on which we will be able to communicate with great authenticity. Communication must also be responsible.
Radia Cheikh Lahlou, for her part, likes to see social responsibility as a company’s promise to society. And obviously no one likes a promise that is not kept. That is why a company must give itself the means to keep it.
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