By Kristen Jones
CSR - it’s an acronym many companies are using now that had little meaning twenty years ago. Corporate Social Responsibility, although started off as a trend, has manifested into a strategic business platform for many companies, both domestic and global, to drive positive change. It’s no longer a company differentiator or “PR ploy,” but rather a movement that all companies are integrating into their overall business strategy. It’s become THE standard way of doing business.
The demand for more ethical and law-abiding business practices came to life in the 21st century - specifically with the boom of eco-conscious companies wanting to make a real worldly (earthly) difference, as well as to infuse behavioral changes amongst its customer base. Business ethics came into play, so companies both big and small began developing sustainable eco-friendly business models, started taking responsibility for the global environment, and began giving back to the communities in need - both in-kind and financially.
The “green boom” brought corporate responsibility to the forefront to many corporations (and consumers) minds and helped to bring all CSR practices to a helm. Many companies now follow a three-tiered structural approach - social, environmental and economic - to help build its business infrastructure and strengthen its brand.
- Social Change - The demand for measurable social impact is growing rapidly. Whether donating their services pro bono, employees volunteering at local nonprofits, providing disaster relief, helping local schools, or providing military support, companies are putting a stake in the ground and helping to strengthen their communities. Strong and communities equal stronger businesses.
- Environmental Responsibility - Companies are developing and implementing new ways to be environmentally mindful by minimizing their carbon footprint, through tactics like waste management, low/zero emission facilities, government compliance and sustainable products and packaging.
- Economic Accountability - Companies’ financial commitment and a clear corporate governance strategy is equally important to its CSR efforts, from community development programs, providing jobs, corporate compliance and careful site and product selection.
Now more so than ever, customers are demanding that companies be held accountable for its actions and give back. People want to shop, work and interact with brands that are dedicated to creating a measurable social impact. In fact, a Cone Inc survey conducted in 2006 found that of the 28% of ages 13 to 25 who are employed full time, 79% said they want to work for a company that cares about how it affects or contributes to society. It also suggests these “millennials” are “the most socially conscious consumers to date.” It’s the ole’ chicken and the egg question. Coincidence? Did a corporate light bulb go off or was it a response to their customers’ demands? Does it even matter? As long as companies are jumping on the CSR bandwagon and driving positive change, who cares how the movement started - just as long as it’s in motion.
To learn more, check out the Committee for Encouraging Corporate Philanthropy, Harvard Business Review and Corporation for National and Community Service.




















