CR in our client work
he social and environmental impact of our client work is one of the most important elements of corporate responsibility for WPP. We want our companies to be known as centres of excellence for environmental and social communication and to be capable of supporting clients by marketing products that offer environmental and social benefits.
In addition, WPP businesses work for governments producing campaigns to raise public awareness of issues such as climate change, the importance of health and wellbeing and the dangers associated with illegal drugs. This section includes:
- Campaigns that promote our clients’ environmental or ethical credentials
- Social marketing
- Cause-related marketing
New products, for example those that reduce society’s impact on climate change, require new marketing approaches to succeed. Our companies can help their clients meet this challenge through compelling and accurate marketing that communicates their credentials and makes sustainable products more desirable.
Concern about issues such as climate change and fair trade is fuelling consumer demand for greener and more ethical products. In addition, businesses are subject to increasing environmental regulation and scrutiny on their business practices from NGOs and the media.
Companies are responding to these trends by embedding ethical values in their brands and creating innovative products that have fewer environmental or social downsides.
In this section we profile examples of work with a social or ethical dimension. This is indicative of a trend emerging in many markets around the world.
Green and ethical claims in advertising are rightly subject to a high level of public scrutiny. For information on our approach go to the Marketing standards section.