Sarah Ford | January 29, 2015

How Can Brands Build a Culture of Responsibility?

One thing holding CSR back is its persistent treatment as a program within the business enterprise, distinct from core business activity. At best, it is treated like a corporate service, such as IT, finance, legal and HR. But it is still far from being considered a fundamental part of a company’s culture and brand identity. Yet only when CSR uptake makes the transition from being a feel-good or risk management add-on to being an integral part of a company’s purpose, will it be seen as contributing to a company’s ability to create value.

Linking CSR to brand identity is not just about enhancing stakeholder engagement and employee motivation. Instead, it is equal parts internal and external, leveraging the branches of communication, such as marketing and lobbying, which companies have mastered in their efforts to build demand and influence the regulatory environment. This is a communications challenge, but make no mistake: it is not about cause marketing or using a positive spin to score political points. This is about CSR advocates adopting the communications practices already well established within organizations to build a culture of responsibility within and around the brand that strengthens its ability to create value.

It also recognizes the central role of demand building in today’s business culture. While the emphasis of CSR communications to date has been on reporting and demonstrating impact, that only speaks to a narrow set of stakeholders with a proactive interest in social responsibility. It may be reassuring to workers that their integration of CSR practices has not been a wasted effort. It may be reassuring to customers that they need not feel guilty about their purchasing. And, in the best cases, it may be reassuring to shareholders that it has not eroded profitability. But in all of these instances, the interest in CSR is secondary, and reporting fails to unite employees, customers and shareholders in a shared sense of citizenship and purpose. Bottom line: it isn’t sexy.

>> Continue Reading

Get Our Fundraising Insights Straight To Your Inbox

Explore More Articles

Staff Accountant

March 19, 2024

Position: Staff Accountant Department: Finance Reports to: Assistant Controller Overview of the Role: America’s Charities is seeking a high-performing and dedicated Staff Accountant to join…

Read Article

Pay It Forward Day, April 28

March 7, 2024

Pay It Forward Day and it’s a day to celebrate the power of kindness and generosity. Pay It Forward Day is an international day of…

Read Article

National Stress Awareness Month

March 7, 2024

  April is National Stress Awareness Month, a time to recognize the importance of managing stress and promoting mental health. Stress is something that we…

Read Article

Get Resources and Insights Straight To Your Inbox

Receive our monthly/bi-monthly newsletter filled with information about causes, nonprofit impact, and topics important for corporate social responsibility and employee engagement professionals, including disaster response, workplace giving, matching gifts, employee assistance funds, volunteering, scholarship award program management, grantmaking, and other philanthropic initiatives.

newsletter-mock