Making the Most of CSR

Viewpoint by Aneysha Pearce, Associate Partner

Most companies realize having a corporate social responsibility program is a must have – and companies that don’t are likely trailing their peers.  That said, when it comes to “doing good” many companies try and “do” too much – participating in a plethora of programs and causes that can actually end up confusing customers and diluting overall efforts.  Being a good corporate citizen can make good business sense if prioritized and aligned with the company’s overall business and brand strategy. Targeted programs that reinforce what the company stands for can have a synergistic effect with other efforts – and give customers and employees a better sense of community and affiliation with the company. The “right” corporate social responsibility programs have the potential to create meaningful competitive differentiation and a stronger sense of loyalty among customers.