CSR And Customer Loyalty

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

🤓Cocoon Vietnam’s Rise: The Power of CSR in Market Expansion & Brand Loyalty. The beauty industry, both globally and in Vietnam, is constantly evolving as consumers seek better quality and meaningful experiences. While product quality is a given, what really makes consumers trust and love a brand? What transforms a brand from a simple purchase into a lifestyle choice? And in a dynamic, fast-paced market like Vietnam, especially for young, value-driven consumers like Gen Z, what key approaches ensure lasting impact? Cocoon, a pioneer in vegan and cruelty-free beauty in Vietnam, has answered these questions by setting out a clear and purpose-driven philosophy, caring for consumers physically and emotionally, inside and out. This is where CSR becomes more than just responsibility, it becomes what brings products closer to consumers, fosters emotional connection, and reassures them they are making the right choices. ✅ Touch points matter - Cocoon boasts 2,000+ retail locations nationwide. ✅ Authenticity in CSR – Align social responsibility efforts with brand & personal identity to build deeper consumer trust.   ✅ Localized Market Approach – Integrate cultural traditions and regional ingredients to form strong emotional connections. (Dak Lak Coffee & Pomelo).   ✅ Sustainability as a Selling Point – Today’s eco-conscious consumers favor brands with transparent, long-term commitments to sustainability.    ✅ Community & Influencer Engagement – Collaborate with local influencers & communities to drive brand loyalty through interactive storytelling. (Cocoon x Suboi's 'Love Your Nature' campaign was a master class 😉) #CocoonVietnam #SustainableBeauty #CSRSuccess #EcoFriendly #VeganBeautyKindly #Vietnam Sources: Cocoon Vietnam - Live Green Every Day Program Cocoon Vietnam - Refill Stations at Guardian Cocoon Vegan Malaysia - Battery Recycling Program The Saigon Times - Cocoon Vietnam’s Sustainability Efforts Upbase - Market Analysis of Vietnam’s Cosmetics Industry Buzzmetrics - Love Your Nature CSR Campaign Award  

As per a PwC report in 2024, consumers are increasingly willing to pay a 9.7% premium for sustainable products, despite ongoing cost-of-living and inflationary concerns. Brands are capitalizing on this trend by prioritizing transparency and sustainability, recognizing these as crucial factors in building consumer trust. Trust is a cornerstone of customer loyalty, especially in today's competitive market where consumers have a plethora of choices. Establishing a trustworthy brand not only attracts customers but also encourages repeat business, which is vital for long-term success. On a personal level, I'm more inclined to support a brand that charges ₹10 more if I know they practice ethical sourcing and offer cleaner products. Similarly, when shopping, if I see a garment made from recyclable materials, I'm likely to choose it over others. This shift in consumer behavior is also evident in the rising popularity of thrifting, as people seek more sustainable and eco-friendly shopping options.

An outdoor brand told customers: "Don't buy our jacket." Then revenue jumped 30% in nine months. This is not reverse psychology. This is radical transparency. On Black Friday 2011, Patagonia ran a full-page ad in The New York Times featuring their best-selling R2 fleece jacket with the headline "Don't Buy This Jacket." The copy didn't hide the truth. It spelled out exactly what making one jacket cost: 135 liters of water (enough for 45 people to drink in one day), 20 pounds of carbon dioxide emitted, and two-thirds of its weight in waste generated. The message? We make great gear. But don't buy more than you need. Most brands were screaming "BUY NOW!" on the biggest shopping day of the year. Patagonia whispered: "Think twice." The result? Sales increased approximately 30% in the nine months following the campaign. By 2012, revenue hit $543 million up from $415 million the previous year. That is the Transparency Effect. It is not about what you hide. It is about what you reveal. The conventional wisdom says: maximize consumption. Patagonia said: maximize consciousness. Today, 30% of Patagonia customers have participated in their Worn Wear program, and 25% specifically chose the brand because of its repair services. So how can brands make honesty profitable? You do not need perfection. You need authenticity. The kind that transforms every flaw into trust and every purchase into partnership. Here is how brands can build revenue from values: 🔧 Own your impact,don't hide the environmental cost, educate about it ♻️ Create circular systems,Patagonia repairs, resells, and recycles their own products 📖 Challenge your customers,tell them NOT to consume, and watch loyalty skyrocket By 2017, Patagonia reached $1 billion in annual sales. By 2022, the company was valued at approximately $3 billion. Since 1985, the company has donated over $100 million through its 1% for the Planet initiative, giving 1% of all sales to environmental causes. The paradox works because it is real. In 2025, the brands that win will not just have customers. They will have co-conspirators in a mission bigger than sales.

Ever wondered how a brand's commitment to social causes can turn customers into loyal advocates? Let's dive into a real-life example. A few years ago, I came across a brand. They were just another company selling everyday products until they decided to take a stand for clean water initiatives. They pledged a percentage of their profits to provide clean drinking water in underprivileged areas. This wasn't just a marketing gimmick; they were transparent about their contributions and regularly updated their customers about the impact they were making together. This commitment to a social cause influenced my perception of Brand X in three significant ways: ✅ Trust: Their transparency about their contributions made me trust them more. ✅ Connection: I felt a personal connection with the brand as we were working towards a common cause. ✅ Loyalty: This trust and connection turned me into a loyal customer, even when there were other cheaper or more convenient options available. Have you ever become a loyal customer because a brand supported a cause you cared about? Share your experiences and let's discuss the power of purpose-driven brands. 💬

In the tourism industry, there’s a tendency to focus on the quick wins: flashy promotions, last-minute deals, and endless “Book Now” messages. But here’s the truth—𝗼𝗻𝗹𝘆 𝟱% 𝗼𝗳 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝗿𝗲 𝗿𝗲𝗮𝗱𝘆 𝘁𝗼 𝗯𝗼𝗼𝗸 𝘁𝗵𝗲𝗶𝗿 𝗻𝗲𝘅𝘁 𝗵𝗼𝗹𝗶𝗱𝗮𝘆 𝗮𝘁 𝗮𝗻𝘆 𝗴𝗶𝘃𝗲𝗻 𝘁𝗶𝗺𝗲 🧳 If you’re only shouting “Book Now!” at the top of your lungs, you’re missing out on building trust with the 95% who aren’t quite there yet. And in tourism, 𝘁𝗿𝘂𝘀𝘁 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴. Why? Because booking a holiday is a BIG decision. It’s not like picking up a new water bottle because you’ve somehow lost all the lids again 🔍 The key to sustainable tourism branding is understanding that 𝗵𝗼𝗹𝗶𝗱𝗮𝘆𝘀 𝗵𝗮𝘃𝗲 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴𝗲𝘀𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆𝘀. Customers often start planning months, or even years, before booking. This is where offering thoughtful, value-driven content makes all the difference 💡 𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝘁𝗵𝗮𝘁 𝗹𝗼𝗼𝗸 𝗹𝗶𝗸𝗲 𝗶𝗻 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲? ❤️ Sharing stories about how your experiences benefit local communities and the environment. 🗺️ Creating guides that inspire and educate potential travellers (not just sell to them). 🔦 Highlighting the unique, authentic aspects of your destinations in a way that resonates with your audience's values. All too often, I see tourism brands focusing all their energy on the 5% who are ready to book today while ignoring the 95% who could become their most loyal customers tomorrow. Sustainable tourism isn’t just about doing tourism better; it’s also about 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗻𝗴 𝗯𝗲𝘁𝘁𝗲𝗿. It’s about showing customers that your brand is aligned with their values, that you care about local communities and the planet—not just profits 🌎 So, next time you’re tempted to post another “Last-Minute Deals!” graphic, ask yourself: 𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝗜 𝘀𝗵𝗮𝗿𝗲 𝘁𝗼𝗱𝗮𝘆 𝘁𝗵𝗮𝘁 𝘄𝗶𝗹𝗹 𝗶𝗻𝘀𝗽𝗶𝗿𝗲 𝘁𝗵𝗲 𝟵𝟱%? (And if you must post a deal, at least pair it with a good story. Trust me, it’ll land better.) For more practical tips on how to take your marketing to the next level, 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝗧𝗵𝗲 𝗚𝘂𝗶𝗱𝗲 𝘁𝗼 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝗲 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 📕 https://lnkd.in/eEBjaCBv

Most brands reward customers for what they buy. H&M is rewarding them for who they become! This is the shift we’re seeing in the smartest loyalty programs today. Loyalty is not just about purchases or spends, it is about behavior! Let's take a look at H&M’s Conscious Points model, built into its free membership program. Sure, at H&M, members earn points when they shop. But they also earn rewards for sustainable actions, such as recycling clothes, using eco-friendly delivery, and skipping single-use bags. ♻️ So, why does this approach work? 📌 It turns values into action - Customers don’t just hear about H&M’s sustainability goals. They become an integral part of it, every time they engage. 📌 It drives smarter personalization - The program collects data on members’ sustainability choices, allowing H&M to tailor offers, messaging, and incentives based on what each customer actually cares about. 📌 It deepens emotional loyalty - When your customer believes their actions with your brand are making a positive impact, they stick around for more than just the discount. 📌 It tackles head-on, a key criticism of fast fashion, that it adversely affects the environment. So how do you apply this to your business? Ask yourself: → What actions (not just purchases) do you want to encourage in your customers? → What deeper purpose or value does your brand stand for? → How can your membership program turn the answers to above, into a daily habit for your customer? Because the next era of loyalty programs isn’t about accumulating points. It’s about building a shared identity between the brand and the buyer. That’s how H&M is turning fashion into a movement - one conscious customer at a time. #hm #membershipprogram #memberships #ecommerce

🍫 Hershey’s just bought LesserEvil - and no, it’s not because they were craving popcorn. 😊 This move is bigger than just another M&A headline. It signals a major shift in what “indulgence” means in today’s snack aisle. Why does this matter? Because clean-label, better-for-you snacking is the future. ➡️ And now, Big Candy wants in. Here’s what this deal tells us (source Mintel): 🌿 Consumers want snacks that do good and feel good. LesserEvil has built trust through transparency, mindfulness, and simplicity - something legacy brands can’t fake overnight. In fact, 46% of US consumers avoid artificial colorings, and 34% prioritize natural claims. 💬 Brand + Community = Modern Value. Hershey didn’t just buy products. They bought a mission, a vibe, and a loyal fanbase. And that’s smart - because 58% of US consumers pay attention to a brand’s mission or social purpose, and 62% say it matters that a brand stands for something they believe in. 🔍 The old playbook is done. It’s no longer enough to just taste good. Brands must mean something. 51% of US consumers want clearer food and drink labels, and 34% trust “zero” claims - proof that transparency is now a baseline expectation, not a bonus. So what can other brands learn? 💪 Your purpose is your power. Stand for something early, and stay consistent. 💡 Don't chase scale - chase soul. If you build a brand people love, the scale (and maybe the acquisition offers) will follow. 🚀 Innovation beats imitation. There's only one LesserEvil. The next breakout brand will look - and sound - very different. What do you think - smart move by Hershey’s or too little, too late? If you're a brand builder - how are you staying relevant in the age of clean-label snacking? Drop your take 👇 #CPG #SnackingTrends #BetterForYou #CleanLabel #BrandPurpose #FoodInnovation #ConsumerInsights

7 Habits of Responsible, Ethical, and Sustainable Travel Companies 1. Community Engagement    Actively collaborating with local communities to ensure that tourism benefits them directly, fostering economic growth and cultural exchange.   2. Eco-friendly Operations    Implementing green practices in every aspect of their business, from waste management to energy consumption, aiming to minimise their carbon footprint.    3. Education and Awareness    Developing initiatives to educate travellers about the local environment and culture, promoting responsible behaviour during their visits.    4. Fair Employment Practices    Ensuring that their employees, including those in host destinations, are offered fair wages and safe working conditions.    5. Transparent Supply Chains    Collaborating exclusively with suppliers who adhere to ethical and sustainable practices, thereby promoting a responsible tourism industry.    6. Conservation Initiatives    Engaging in projects that aim to protect and preserve the natural habitats and wildlife in the areas they operate.    7. Continuous Improvement    Regularly reviewing and updating their policies and practices to incorporate the latest in sustainable and ethical advancements, striving for a better impact with each step. What would you add?

Rewards. Discounts. Loyalty programs. Do these truly inspire mindful travelers to return? 🤔 These perks can deliver quick wins, but they come with a tradeoff. Over time, they shift how guests see your brand. How? You become known for rewards and discounts, leading to “freebie dependency.” And when the freebies stop, so does your guest's loyalty. Instead of relying solely on discounts to drive repeat bookings, consider building lasting connections: 💚 Create a sense of community Build on past guest relationships by hosting webinars, live events, or social media groups. For example, events where guests share their travel experiences and gain tips for future trips. 💚 Collaborate with local businesses Offer unique, culturally rich experiences by partnering with local artisans, chefs, or guides. Think of a pottery class with a local artist or a farm-to-table dinner to leave a lasting impression. 💚 Make the experience fun! Gamifying the experience with challenges, badges, or leaderboards are a great way to keep your guest's journey memorable. Remember, mindful travelers crave meaningful connections, not just transactions. 👉🏾 What creative ways have you found to nurture guests? *** Hi! If you're new here, I share how travel/hospitality SMBs can: ✨ Attract the right customers through branding & design ✨ Support the people & places they serve 📸 Sharing a traditional Korean meal with my host (who also happens to be a Michelin-star chef! 😍)