80 www.gogreen-project.eu ▪ Co-building a strategy for Corporate Social Responsibility. By acting in a socially responsible manner, companies can benefit from their improved brand image and the good/positive reputation built. CSR supports companies to develop their brand awareness and image and leverage their resources for the better of their local and broader communities. Through engaging in CSR, companies can benefit in multiple manners, attract highly qualified and experienced staff, and even increase their bottom line. A CSR strategy can help organizations to identify the impact of their products and operation on climate change. Roles Three main roles are entailed in the current scenario and they are described below: 1. The marketing agency business owners of the current scenarios have a mission to invest in protecting the environment and ameliorate their company’s impact on climate change. They are interested in creating a culture within their company and among all staff that aligns with universally accepted goals (e.g., the 17 Goals of Sustainable Development) that reduce the business environmental footprint. It is their priority to educate the staff in applying green practices in line with a common goal that they have all established. The overall goal is to develop and follow practices that will eventually lead to their employees’ familiarization with cost reduction and increase of the company's CSR, which will improve, subsequently, its market image. The owners are responsible for the policy and strategic actions to be followed, in collaboration with the staff. They are also aware of the financial benefits (eg. easier access to European grant schemes, more favorable bank loans and more support for private investors). 2. The marketing agency managers are interested in protecting the environment and addressing the climate change issue, but they are concerned about finding ways to sustain the staff’s green behaviour. They are constantly in contact with the owners and participate in leadership actions and discussions with the business owners. These discussions include finding ways to engage the staff directly and indirectly with the identification and application of the practices that are considered energy-saving/waste-reducing. Along with that, they collaborate with the owners in developing the appropriate training and learning practices as well as increasing the Corporate Social Responsibility. They are in favour of establishing an effective management of resources, reduction of the environmental impact and improvement of the working conditions for employees. Last but not least, among their top priorities is the improvement of the company's image. They want to gain an advantage in the market over competing companies (to gain the favour of customers who consider sustainability as a very important issue.) 3. The marketing agency staff is the main target audience in this case, whose behaviour and attitudes the company wishes to positively influence. They are in direct contact with the managers to whom they express their concerns and opinions about the company’s actions. They will be responsible for applying the practices directed by the leadership teams and ensuring that they abide by the corporate rules. Right now, they don't see much sense in why they should change their daily habits. Note for the trainer: One way how to help the participants to get into their roles is by using eg. “substitute subject” or even costumes - it can be one easy fragment – for example a tie, or even a different name tag might work. Another way is to embrace the role more physically – by hanging posture, changing voice or gesticulation.