Corporate Social Responsibility (CSR) has swept through the business world as a solid strategy to garner profit while making a difference within a wide spectrum of social issues. Although there is some skepticism, when done correctly, a CSR campaign benefits everyone involved. In a recent post, I wrote, while there is no guarantee, CSR can be advantageous for corporations and the world around them. Consumers support the products and services that benefit causes. Ideally, if you give to the community it will benefit the company – whether its profits, reputation, or awareness.

“Too many companies try to manufacture these [community projects] for perhaps reasons more self-driven than cause-driven,” says Stephen Forbes, executive vice-president of marketing and communications for CIBC. “You have to keep the real motive in mind, and for us it has always been supporting our employees.” It’s true, some CSR campaigns are simply camouflage for selfish managers, but let’s not allow a few rotten eggs spoil the bunch. There are charlatans around every corner, looking for an easy dollar, that doesn’t mean they’re all corrupt.

Mr. Forbes employee’s welfare plays a major role in CIBC’s cause-driven projects. It’s not uncommon for companies to look internally for inspiration. Whether it’s suggestions to better performance, ideas of social issues that need attention, or the employees themselves need more corporate support. However, in America’s economic downturn, companies have sent many jobs overseas.

• What effect will this have on employees?
• What effect will it on CSR campaigns?
• Are community-focused projects going to give way to global efforts? If so, will they be as well received as local projects?
• Will there changes for employees, now that companies must take domestic and foreign rules, regulations, and customs into consideration?
• What effect will this have on companies bottom line?

Related articles

• Making the Case for Corporate Social Human Resources: Are You Prepared for HR 3.0? (blogs.forbes.com)
• Business approach to CSR: An interview with PwC’s Jeff Senne (triplepundit.com)
• Debating Sustainability: Do You Need To Be ‘In’ CSR To ‘Do’ CSR? (blogs.forbes.com)

Tags: campaign, Corporate social responsibility, Employees, Globalization, Philanthropy, PR Scoup, public relations, Social Responsibility

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Posted in Corporate Social Responsibility Public Relations Social Responsibility by Gabe Chesman 3 Comments