Well, I have just read the list of the top marketing buzzwords we can expect to hear a lot more of in 2009, as reported here.

The only sustainability-related buzzword is ‘Greenlining’ which comes down to the 83rd position. It is pretty sad, especially when we get to know what this buzzword is all about: the process of going green in the office as a method of improving the working environment!

Is that all? Yes, and no…there is a great number of other (better-ranking) buzzwords that are ‘CSR-relevant’ and that should guide our approach to CSR and Sustainability in 2009:

• No. 1: Value Justification – Does CSR and Sustainability create sufficient value that would justify spending on it? Of course, this has been a very hot topic in 2008 and 2009 as the recession hit and budgets got cut. It has also been the best test for CSR / Sustainability ever:

As Daniel Franklin in The Guardian wrote, “harder economic times may help to sort out CSR. Some pet projects with no obvious benefit for the business will be dropped. But thoughtful companies will keep at it, with a keener understanding that CSR efforts needed to be sharply focused – and require hard work and careful implementation”.

No one has the choice but to demonstrate the ROI of CSR, which implies abandoning superficial apporaches to rather focus on value-added approaches, aligned with business objectives and strategy over the long and medium term. CSR is an investment after all.

• No. 2: Business Objectives – When developing a CSR strategy, it is important to determine the top three business objectives of the company and develop CSR goals that will contribute to the achievement of these business objectives
• No.5: Benchmarking – In recession, companies that can stand above the average and keep up with their strategic CSR approaches will develop a strong leadership and competitive advantage. No wonder then why rounding out the top 5 is benchmarking as companies will be focusing on their competitors to try and measure their own performance.

And others:

• No. 24: Social Networking – No one is indifferent to the role of social media channels for CSR communications and reporting, as well as powerful stakeholder engagement around ‘good causes’ (i.e. consumers)
• No. 59: Corporate DNA – CSR must form an integral part of companies’ core values and mission, corporate culture.
• No. 79: Win-Win – CSR is not a zero-sum game – it is not about winners and losers. When done properly, it is a win-win situation that hits the triple bottom line.

And another one…Recession Proof (No.70) as consumer demand for green products remains strong despite a declining economy.