Aligning CSR strategy with purpose


United States: Outdoor industry CPG

The client’s challenge

Having a great product that two diametrically opposed audiences both love is a tricky thing to navigate. Our client, a leader in the outdoor industry, wanted to find a CSR strategy that resonated with two sets of consumers with very different ideological views, without alienating one (or both) of the groups.

Our approach

We believe that the outdoors is big enough for a VERY big tent. We also believe that the E and the S are closely linked, with opportunities to develop environmental and social policies or initiatives that complement the other. With this mindset, Global Imprint worked with the client to identify non-profits supporting and advocating for outdoor conservation that benefited people and communities.

We then researched, leaned on experts, and talked to consumers to understand how to leverage corporate giving for the most impact. Global Imprint translated that impact into messaging that resonated with both audiences and helped support the company’s purpose and vision for the outdoor industry.

The benefits to the client

The client now had a CSR strategy with demonstrable impact. The company also had a marketing strategy that elevated the CSR work it was doing and enabled customers to become advocates for land conservation.