Global Leadership Blog
Corporate Social Responsibility

3 Tips for Launching Corporate Social Responsibility

As the holidays come to a close, many companies all over the world are doing two things: Reviewing their 2017 performance and selecting charities to receive their official nod to holiday generosity. It’s worth asking how many of them have connected the two in developing their 2017 strategies. Corporate philanthropy isn’t just an obligation, after all; along with helping others, corporate social responsibility (CSR) offers an opportunity to inspire employees and attract new customers.

A few decades ago, no one expected companies to play the Good Samaritan. But in today’s era of “compassionate capitalism,” it’s almost de rigueur for companies to demonstrate some level of altruism, whether it’s promoting green initiatives, improving their local community, or lending their support to a global cause. Corporate social responsibility has become so hardwired into our business culture, in fact, that enterprise brands can look stingy and uncaring if they lack a robust program.

Of course, there’s something else typical of big corporations today, and that’s global expansion. And the intersection of global market entry and CSR can be a tricky one to navigate, given the different cultural priorities regarding these programs. Leaders often follow the saying “people, planet and profit” when it comes to investing in CSR but that can be a bit too simplistic on an international scale. To launch an effective program, global leaders must consider the following factors in their approach.

Figure out which buyers care about your initiatives.

While there’s been some debate on how profoundly CSR programs influence buyers, one Neilsen report showed in Italy Millennials, and Generation Z would pay more for products that were organically grown and ethically produced – And this is the trend globally. While retail slows down in Europe and North America, consumers are looking towards those products which focus on personal wellness and sustainability. In the developing world, it is still essential to ensure research and development, manufacturing and other production considers the community’s needs. Government officials and locals can block the success of global entry if specific environmental and societal criteria are not met.

Design a strategy that will ignite your workforce.

The Gallup Report for 2017 shows only 15 percent of the workforce engaged and actively engaged— a disheartening statistic. The data states that manufacturing and production are the primary cause of a lack of morale. A Corporate social responsibility program may interest your customer base, but it could indeed act as a morale booster for your workforce. The importance of a sense of meaning at one’s job has been proven time and again – and participating in a global mission can be even more galvanizing. This sense of meaning is extraordinarily powerful for remote teams, as sharing the same purpose can deepen connections between far-flung colleagues and dispersed offices.

For instance, each region might contribute toward a different local cause, such as rebuilding from a natural disaster in a struggling community – everyone will post photos and updates to the same internal site to educate and inspire others. Another option is having everyone adopt the same internal initiatives. Going green is obviously a popular one; offices can hold contests on reducing waste and packaging materials, exchange ideas on setting up carpool systems or show off their new energy-efficient lighting. Employees in Hong Kong who ordinarily might never interact with employees in Toronto will enjoy common ground that ultimately fosters deeper engagement for everyone.

Shift from CSR to Social Impact.

Particularly in today’s political and environmental climate, we need to ensure our efforts are not abstract. In touting CSR as making a social impact, everyone can relate. Leaders become advocates; employees care about making a difference. Alice Korngold wrote, “A Better World Inc.,” where she talks about how companies can make a positive social impact where governments cannot. We’ve seen this recently with the Paris Accord Agreement where hundreds of corporations have said they will uphold its principles even during the political debate.

Sometimes companies must commit to CSR that holds a personal significance for their partners. Ultimately every global company should consider the impact of corporate social responsibility initiatives on its workforce, its customers, and its communities before making a significant investment. The wrong program can go ignored by both employees and customers.

But the right program can put a halo of appeal around a brand image, inspire your workforce—and make a real global impact at the same time.

For a list of the top 20 CSR programs in 2017 and the companies they belong to, see here

Image Copyright: trueffelpix / 123RF Stock Photo 

A version of this post was first published here. 

Melissa Lamson

About The Author

Melissa Lamson, Founder and President of Lamson Consulting, is an author, consultant, and speaker who accelerates the business expansion goals of today’s most successful companies by developing global mindset, refining leadership skills, and bridging cross cultural communication. More About Melissa Lamson

PRIVACY POLICY

What information do we collect?

We collect information from you when you place an order, subscribe to our newsletter, respond to a survey or fill out a form.
When ordering or registering on our site, as appropriate, you may be asked to enter your: name, e-mail address, mailing address, phone number or credit card information. You may, however, visit our site anonymously.

Like most websites, we use cookies and/or web beacons to enhance your experience, gather general visitor information, and track visits to our website. Please refer to the ‘do we use cookies?’ section below for information about cookies and how we use them.

What do we use your information for?

Any of the information we collect from you may be used in one of the following ways:

 

. To personalize your experience (your information helps us to better respond to your individual needs)
. To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you)
. To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs)
. To process transactions . Your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested.
. To administer a contest, promotion, survey or other site feature
. To send periodic emails

 

The email address you provide for order processing, may be used to send you information and updates pertaining to your order, in addition to receiving occasional company news, updates, related product or service information, etc.

Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.

How do we protect your information?

We implement a variety of security measures to maintain the safety of your personal information when you place an order or access your personal information.
We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential.

After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.

Do we use cookies?

Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information.

We use cookies to help us remember and process the items in your shopping cart and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.

If you prefer, you can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies via your browser settings. Like most websites, if you turn your cookies off, some of our services may not function properly. However, you can still place orders over the telephone.

Do we disclose any information to outside parties?

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

Children’s Online Privacy Protection Act Compliance

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

Your Consent

By using our site, you consent to our privacy policy.

Changes to our Privacy Policy

If we decide to change our privacy policy, we will post those changes on this page.

Contacting Us

If there are any questions regarding this privacy policy you may contact us via moc.l1539622508iamg@1539622508CLLgn1539622508itlus1539622508noCno1539622508smaL1539622508.