If you’ve ever played the game “Whac-A-Mole”, you have a good sense of how today’s Corporate Social Responsibility leaders describe their jobs. It seems impossible to anticipate and stay ahead of the persistent challenges we face in business, society and our communities.
The issues we’re being asked to address are incredibly complex and sensitive – the enduring mental health impact of the COVID-19 pandemic, global conflicts, increased Union activity, the role of universities in public discourse, critiques of ESG and DEI, and the heightened sensitivities introduced by election-year politics. CSR leaders face differing viewpoints from not only their external stakeholders but also employees and leaders. Navigating this terrain can appear daunting and insurmountable.
In this volatile and fragile climate, the impact and role of a company’s social impact strategy has become more important and valued. Of particular significance, CSR leaders offer an inside-out stakeholder insight, approach and solution to uplifting our communities, reinforcing corporate reputation and trust, and meeting diverse and sometimes conflicting stakeholder needs and expectations.
Research conducted by the U.S. Chamber of Commerce Foundation reiterates that the workplace offers a constructive environment to foster common ground. In collaboration with Harvard Business School, the U.S. Chamber studied the role of businesses in promoting civility and community-building in the workplace. Their research tells a story of declining trust and civility, escalating partisanship, and relentless scrutiny on social media. The study also found that when business embeds corporate civic responsibility strategies as a tool and facilitator for social discourse, problem-solving, and collaboration, everyone wins: companies, stakeholders, communities, and citizens.
So, how can CSR effectively lead and what strategies are most effective in today’s volatile environment? Evidence suggests a return to foundational principles – reaffirming corporate values and purpose, doubling down on investments in local communities, and creating bridge-building opportunities to bring employees together in communities for a common cause.
At Impact Squared Group, we advocate five strategic steps:
Review your corporate values and purpose statement. Is it still accurate and relevant? If so, live it! Define your CSR strategy through your values and purpose. For example, if safety is a core value, define the support of nonprofits through this lens.
Research! Find the niche issue where you can make a difference and invest. Stop trying to be everything to everyone. Maintaining focus has always been challenging, but it’s even more critical today. Employ a systematic process of research, internal and external stakeholder interviews, and community input to identify social issues aligned with your brand and stakeholder expectations. Then, refine your strategy and approach.
Go hyper-local. Most would agree that supporting the communities where you live and work is less risky than supporting issues at a national or global level. While companies can maintain focus on a macro social issue, they can invest in specific neighborhood partnerships that collectively move the issue forward.
Support and engage employees. Supporting employees has never gone out of style! Engage employees to help build your CSR strategy. Use Employee Resource Groups to inform social investment decisions and recruit volunteers. Support nonprofits through the lens of employees. Recognize and celebrate employee diversity by investing in organizations that support them. Employee volunteerism and community engagement also foster bridge-building and employee pride. Diverse teams broaden perspectives and find common ground.
Communicate! Talk about your CSR efforts in terms of people. Let’s not forget the driving force behind our work. Communicate about your efforts in terms of people impacted, neighbors helped, and employees supported. It’s far less controversial.
Our roadmap is based on a timeless commitment to core values, purpose, and a people-centric narrative. By grounding CSR efforts in these fundamentals, organizations can navigate complexities with resilience, flexibility, and purpose, steering a course toward meaningful impact.
Need help building and executing your Community Impact Strategy? Contact Mary Beth or David to discuss building a plan that navigates the complexities of today's society and meets the challenges of your business and community.
