Real Corporate Social Responsibility

Over the last few years I have had involvement in product development some in the growing area of CSR (Corporate Social Responsibility) products. At first glance and in reality many people take CSR as a joke or something that they pay lip service to just to tick boxs in tenders and on promotional material. You can see this in almost all cases because of the lack of of relevance and connection between the company (and its individuals) and the cause.

For CSR to be believed and be meaningful their has to be a real involvement or connection between the cause, delivery and the company that is undertaking it. Having a CSR policy and causes should:

1. Be congruent with the business
2. Make a positive impact on the business and the cause this can be:

1. Financial
2. Staff Development and Moral
3. Environmental (people and environment)
4. Creating a better company

Lets look at this a different way. A haulage company who creates unavoidable pollution by the nature of its business may want to remedy this by investing in Carbon Offsetting which will help to negate its impact on the world. Why this is a good thing it is only dealing with the Environmental and maybe some staff moral.

Would it not be better for the CSR policy to also include the migration of their transportation to more efficient means improving both flue consumption and reducing pollution. It would help to reducer their impact and improve the bottom line of their business.

Through undertaking both of these actions they can congruently show that they take their CSR seriously and give reasons that satisfied the external world and the shareholders, This message is much stronger. What  am really trying too say is that CSR needs to bee something that is real which will allow the business to benefit properly.

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