Features and tRends

(October 2009)

The Rise of Corporate Social Responsibility and the Future
By Shannon Kahlbaum Benton

In a network world where consumers have access to all types of information, Corporate Social Responsibility - referred to as CSR - has become an increasingly significant component of any business profile. Consumers today want to know how companies operate and how they uphold environmental policies and standards. It’s important to understand the power of savvy consumers and the importance your platform for social responsibility plays to them. A relevant CSR example in the Sept. 24 BrandWeek article featured an announcement by Procter & Gamble and its two multi-year commitments to improve the lives of millions of families worldwide. The packaged goods leader declared its corporate pledge to provide education to households on conservation at the annual Clinton Global Initiative.

In August 2009, Fast Company posted a list of the 51 Great Sites for Social Responsibility and Sustainability, which also included a record of the nation’s leading CSR bloggers. CSR strategies are being researched, analyzed and discussed by consumers, environmentalists, business executives, bloggers and mainstream media. With this much emphasis and the growing “green” movement, it is imperative for all companies to develop well-organized, documented and transparent CSR policies.

Researchers predict that CSR will continue to grow considerably in 2010 as younger consumers enter into the marketplace. This audience remains one of the largest advocate groups of environmental sustainability. Moreover, today’s youth are being educated on CSR as colleges and universities have incorporated social responsibility into their curriculums. For example, Boston College has an entire Center dedicated to corporate citizenship. Even major oil and electric corporations are now poised to be extremely proactive about stating their company’s dedication to corporate responsibility (asyousow.org). According to Debra Dunn, Hewlett Packard Senior Vice President for Global Citizenship, "Some see this work as charity, philanthropy, or an allocation of resources that could better be donated by shareowners themselves. But to us, it is a vital investment in our future, essential to our top-line and bottom-line business success."

Kleber & Associates developed the following guidelines and strategies for our clients:

  • The Golden Rule of CSR is that every business and organization has a responsibility to society and to the environment. When envisioning, creating and/or updating CSR strategies, ensure your company addresses all facets of its operation including employees, customers, logistics, manufacturing processes, packaging, recycling and engineering.
  • Research and attend conferences on CSR, which are available across the country from university courses to educational webinars.
  • Use an online self-assessment survey that should include a graphic report focusing on strengths and areas that need improvement. Boston College offers such a report to its Center corporate members.
  • Every quarter, proactively reach out to your company’s multiple constituencies - including employees, communities in which you do business, suppliers and opinion leaders (Sirota Survey Intelligence).
  • Aggressively promote your company’s sense of responsibility to the public. Be known for being an advocate, and remember young consumers are abreast of their peer-to-peer influence and want to buy products and services from brands they trust (Datamonitor.com).
  • Make sure your employees are involved in community volunteer activities. Help map out opportunities for them to consider and heavily encourage participation throughout your organization.
  • Remember social responsibility is a journey full of challenges that will require continued innovative strategies.

K&A suggests employing a public and media relations firm to help craft messaging and to address all appropriate publics. Every business should embrace CSR in 2010 – particularly while we transcend out of the current economic climate. It is important for companies to utilize this important cyclical period to be responsible and prepared for the future. For more information on CSR, contact Steve Kleber by e-mail at sk@kleberandassociates.com or by phone at 770.518.1000 x 203.

 

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