Thoughts on Corporate Social Responsibility

“Do your little bit of good where you are; it’s those little bits of good put together that overwhelm the world.”

—Archbishop Desmond Tutu

A small man with a grand idea of good. Desmond Tutu stood for what he believed to be right, for love and for the improvement of all humanity, as well as the environment. As Time Magazine said on the day that he passed away, he “tried to heal the world.”

There are a number of ways his example might translate to the corporate world. However, considering that December was a month that focused on human rights, I thought I might write about what comes with rights: responsibilities. Specifically, corporate social responsibility (CSR). This concept does not require an organization to try and heal the entire world, it merely asks them to do what is right. CSR is not a feel-good statement or set of words, it is an operating model. It is a way of holistically functioning that allows companies the opportunity to magnify the benefits that they, by the nature of their business, can offer all parts of society (economic, social, and environmental).

When I consider what CSR looks like, I always think of my mother. Mom was the CEO of our family, and she led by example. Her emphasis on responsibility was not limited to chores or schoolwork. We also had an obligation to stand up for what was right. We were held accountable to our responsibilities. My mother was concerned with courage of conviction, not what others thought. For me, this shaped the notion that accountability and responsibility are inexorably linked.

I like data, and I like it when people can use data to tell a story. One data-driven story I found particularly interesting stated, “Ninety-five percent of employees believe businesses should benefit all stakeholders — not just shareholders — including employees, customers, suppliers, and communities they operate within.” (from a Porter Novelli research project called, “PN Purpose Tracker: Employee Perspectives on Responsible Leadership During a Crisis”) The key being “all stakeholders.” What an order. Does that mean everyone? Yes. Yes, it does.

In today’s environment, companies should know by now who they must be as national or global citizens. CSR has to revolve around the idea that corporations and other businesses have a vital responsibility to do good in this world. CSR is not just coming together on lofty goals and defining those goals, it is the willingness to be accountable to the outcomes of your business. I think that this concept has evolved considerably over the years, to the benefit of everyone.

Imagine a corporation whose mission stated explicitly that it has a duty and an obligation to do good both socially and globally. Consider the outdoor clothing company Patagonia. Instead of a boring, generic mission statement, they have “Our Reason for Being.” The first sentence under their raison d’être is, “At Patagonia, we appreciate that all life on Earth is under threat of extinction. We aim to use the resources we have—our business, our investments, our voice and our imaginations—to do something about it.” (https://www.patagonia.com.au/pages/our-mission) That message is powerful. Additionally, think of the effect when employees are asked to learn and embody a “reason for being.” This is an inspirational force! It is something that all stakeholders can get behind. As an aside, their core values are admirable as well. On Black Friday of this year, Patagonia continued to put their money where their mouth is. They made $10million (5 times what was forecasted for that day) and announced on Twitter that they would donate all of it. Every penny. Their CSR is having a positive effect on how people see the company, and how their employees feel.

I will close with another quote from Tutu, “The quality of human life on our planet is nothing more than the sum total of our daily interactions with one another. Each time we help, and each time we harm, we have a dramatic impact on our world.”

At hrQ, we have worked with growing start-ups and international industry giants to find leaders, and team members, who can shape and advance your CSR mission. Simply put, our expertise is people strategy and your people drive your organization. Plus, we get it. We’ve held executive HR roles and have deep human capital consulting and recruiting experience. Let us know how we can help to elevate your organization!