Corporate Social Responsibility is a core part of a company’s brand identity in 2021. Not only is it expected that every business is participating in CSR in some form, but more than ever before, consistent, impactful, and accountable giving is required of companies to stay successful and competitive.
The contemporary consumer is a more complex being than ever. Consumers are brand-aware, discerning, and cognizant of their buying power. When faced with two options for the same product or service, they’ll almost always choose the more trusted, socially positive, and outspoken brand. Gone are the days of blunt-force marketing. To do well and stay relevant, you must attract new customers through socially-conscious language and advertising.
Moreover, building an efficient and creative team relies heavily on your corporate giving efforts as well. When applying for jobs, highly skilled candidates are interviewing you just as much as you’re interviewing them. Many studies have shown that today’s workers require their job to fulfill some charity, social work, or pro-bono quotient. A workplace culture that incorporates corporate philanthropy also leads to more productivity, creative problem solving, and passionate employees.
Being a successful business in 2021 requires cohesive, consistent, and truly impactful CSR practices. A great way to make sure that your company is doing this is to give locally. You can ensure that you know exactly where your money is going, that your efforts will be high-impact, that your customers will associate you with social responsibility, and that your employees can get involved and engaged as well.
Corporations and businesses of all kinds have a much more robust philanthropic responsibility these days. As the world bears down on the looming crisis of climate change, while simultaneously struggling with racism, homophobia, sexism, and Covid-19, it’s up to all of us to do our part to address these issues.
While individual consumers can make personal choices and do their part to make the world a better place, businesses have more money and social power, and in turn, a larger responsibility.
However, as many more companies jump aboard on practicing CSR, the way that you execute giving and impact efforts also becomes very important. Customers know that some companies give just to look good and attract new business, and that they’ll advertise their corporate charitable giving loudly one month, just to quietly stop giving at all the next.
Today’s consumer looks for consistent, long-term giving that aligns with the values of the company or brand. They look for a company whose branding tells an honest story about who they are, what they believe in, and what they’re doing to make those beliefs a reality. Be loud and proud about your CSR, but most importantly, be honest.
Jer Wat (aka Jeremy) is a printmaker, illustrator, and video producer living and working in Winnipeg, Canada. His love of art goes...October 11, 2021
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