Today corporate social responsibility (CSR) is perhaps the most important component of a modern company’s strategy. There are more and more small, medium and big businesses which do not just transfer money to charity or give presents to orphanages for the New Year, but consciously form their CSR strategies, actively involve their employees and try to really change something for the better. Large Ukrainian or foreign companies with offices in Ukraine are mostly able to afford having a separate CSR function. Most often, functions of CSR managers are performed by marketing specialists, HR specialists, or PR specialists. But there is no doubt that the situation will gradually change.
CSR: why do businesses need sustainable development?
Corporate social responsibility is the concept according to which organizations consider the interests of society and voluntarily take responsibility for the impact of their activities on customers, employees, partners, local communities and other stakeholders, as well as the environment.
The responsibility is based on the principles of sustainability, through which the company builds its corporate culture and values. It affects the success, degree of trust and loyalty of both stakeholders and customers. A modern customer cares about how a company treats the environment and society. On the other hand, it is important for employees themselves to be involved in social or environmental campaigns.
Furthermore, the best western practices which started to implement CSR much earlier demonstrate that CSR principles may give more to the company than just strengthening the employer’s image or marketing position.
It is worth mentioning the advantages of CSR implementation:
Strengthening the company’s position in the market;
Involvement of new employees and ensuring an “ecological” atmosphere in the team;
Improving relations with stakeholders;
A positive reputation and media interest;
Creation of company’s image with social position. 80% of Ukrainians are ready to use products of the company with social responsibility.
Besides it is necessary to take into account that sustainable development factors are controllable forces influencing stability of the organization in external environment in the period of changes. But the stability of development in a rapidly changing environment is usually evaluated as the company’s success.
CSR for both clients and employees
In 2025, 75% of company employees will be millennials. Social responsibility and environmental issues are critical to Generation Z. The results of the Cone Communications survey show that more than half of the surveyed millennials will NOT work for a company if it does not have a strong CSR program. Employees (including top managers) who pay attention to environmental and social problems are motivated to work for companies which implement CSR. Such people have high moral principles and are not inclined in one way or another to abuse, i.e. a company with CSR attracts responsible employees. After all, it is the employees who are the foundation of any company and the key to its success.
We shouldn’t treat corporate social responsibility solely as a marketing tool. First of all, it’s a part of the mission, it’s the value that the company transmits to the world. It is commitment and responsibility, a desire to make the world a better place.
Our charity, the John Center, is open to partnership with business. We are for systematic help to children with disabilities all over Ukraine.
Let’s make the world a better place together!