In the past, a few watchdogs may have kept close tabs on an organization; today that number has skyrocketed, with social networks monitoring, discussing and questioning the motives of deep-pocket companies that claim to be committed to socially responsible causes. There’s nowhere to hide, and that’s a good thing in a triple-bottom line era in which companies believe they can have a thriving business while also doing good in the community and for planet Earth. In fact, linking the three may create a sustainable business that best delivers long-term shareholder value. The emerging concept of purpose-based branding also aligns with this idea. Many organizations, however, struggle to balance social imperatives with business reality.
How to Communicate Your CSR Commitments
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