Head of External Affairs at Vodafone Ghana, Gayheart Mensah has said government should avoid passing out legislation on Corporate Social Responsibility (CSR) as it will divert company’s policies and programmes from the true essence of the practice of CSR.

He made the remarks while addressing the Chartered Institution of Marketing Ghana (CIMG) conference held in Accra under the theme, “The future of marketing- evolve or die” on Thursday in Accra.

The conference sought to charge professionals to adopt more robust, and up-to date strategies in order to thrive in the currently competitive marketing environment.

Addressing the gathering, Mr. Gayheart Mensah said business activities are bound to affect immediate environment either positively or negatively hence the need for companies to respect CSR as an obligations to communities and not only to focus on gains.

Using offshore activities in Ghana’s Western Region as an example, he pointed out that despite job and business opportunities in the region, there are also negative impacts on indigents with regard to high rent, traffic jam, social vices, pollution and others.

He however, encouraged companies to embark on Corporate Social Responsibility projects that are sustainable and relevant to the local people.

Touching on government-CSR law debate, he advised government to refrain from such an action as it will reduce the ‘butterfly effect’ that comes with the liberal and flexible manner in which CSR activities are conducted.

He added “ government laws to regulate CSR will reduce self-administered acts as government will direct the course of contribution which will distract the company’s tally of spending; hence destroying the ‘holding me holding you’ approach associated with CSR concept ” he said.

On her part, MD of Airtel Ghana, Lucy Quist added that marketers today have no choice than to evolve with current industrial practices in order to stay relevant in their business.

She however advised marketing practitioners to secure data collection process to serve as evidence should any action be brought against them.

“Companies which use data must register with the data protection commission, failure to do so could hurt your brand as it may lead to breach of trust in this era of technology,“ the 2014 Marketing Woman of the Year said.
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