The article was written by Dr Montserrat Vidal-Mestre, UIC Barcelona lecturer; Dr Jesus Lopez-Gonzalez and Dr Alfonso Freire-Sanchez, professor and lecturer, respectively, at the Abat Oliba CEU University. According to the article, the evolution of social marketing and the growing demand from consumers for greater involvement of social project brands has made this CSR communication necessary. 

To write this article, the authors carried out a comparative and interdisciplinary qualitative analysis. The research aimed to analyse and determine which elements stimulate brand story construction and expansion using the cases of two tried and proved cases companies that work with vulnerable groups and have managed to set themselves apart in their sectors by incorporating diversity as an added value. 

The main element shared by La Fageda and La Casa de Carlota is the transmission of the values of diversity, inclusion, sustainability and solidarity in all their communications, giving special emphasis to raising awareness of groups with functional diversity.

“One of the most interesting points we have encountered has been how La Fageda and La Casa de Carlota have managed to generate an emotional connection with their consumers thanks to their focus on RS and social inclusion. It was quite enlightening to see that these companies make use of creative and unconventional tools to communicate and connect with their audiences,” Vidal-Mestre says.

The article discusses the inclusion of vulnerable groups within the different CSR communication strategies or, specifically, a social project to be vital as it enhances the transparency and plausibility of the project. It also humanises the project and this fact increases empathy and connection with consumers; and  the people belonging to vulnerable groups also feel like they are part of the project, as well as the policies and strategies of the company’s CSR

According to Vidal-Mestre, companies will increasingly begin to take CSR into account. “Companies are beginning to adopt more ethical, sustainable and transparent approaches to their communication and to commit themselves, in a proactive way, to identifying and solving problems, such as the protecting human rights, promoting diversity and inclusion and reducing greenhouse gas emissions, among others,” she concludes.