Insight
Enhance brand value by implementing corporate social responsibility
(Text: Martin Kessler / Founder and Managing Partner, ProcessPro Brand Group)
CSR Focuses on Sustainability and Future-Proofing
Corporate Social Responsibility (CSR) represents socially and ecologically responsible actions taken by companies that focus on the fundamental concepts of ”sustainability” and "future-oriented" management. Long-term economic success can only be achieved in an efficient and stable society. The concept of CSR is not new, and has even been around since the medieval "Honorable Merchant", who acted on the principle of ensuring long-term success without jeopardizing the interests of society.
Today, especially in the context of globalization, companies are increasingly focusing on CSR from a strategic point of view, and more and more companies are moving away from mere compliance and sponsorship of culture to actively adopting CSR as part of their strategy. From a corporate point of view, it is important to adopt a comprehensive and dynamic understanding of CSR, taking into account the three dimensions of corporate performance: economic, ecological and social. Therefore, when it comes to CSR, only competitive companies can succeed and take further responsibility.
CSR must benefit itself before it can benefit others.
Responsible business management is about creating value for the company and society, and even more so for the entrepreneurs themselves, in their own self-interest, first and foremost. Corporate Social Responsibility (CSR) is demonstrated in a variety of ways: firstly, when corporations are committed to the training and education of their employees as part of a community rather than as a tool; secondly, when corporations invest in local infrastructure and education to improve the quality of the community; thirdly, when corporations strive to minimize social and environmental risks in the global production chain; and last but not least, when corporations solve social problems with market-based solutions. In short, CSR can be developed within the company, at the location, along the value chain, and in the marketplace.
Enhanced cooperation between businesses, States and non-governmental organizations is essential.
Continuing on from this realization, responsible business creates a win-win situation for society and the company. After all, 'sustainability' is a consensus between the state and socially responsible business actions. Where poverty disappears, markets grow; where businesses have access to a legal and motivated workforce, productivity and competitiveness increase; where the environment is protected, resources can grow again and supply risks are reduced. Nevertheless, there are natural limits to corporate responsibility. In this way, companies can never replace the tasks of states and their governments with CSR activities. The task of each country is to ensure good framework conditions and the implementation of international standards, such as the "United Nations Guidelines on Business and Human Rights".
In short, greater cooperation between companies, States and non-governmental organizations is essential. CSR can only be more effective if all stakeholders work together, and business should be seen as a partner in solving contemporary social challenges.
The internal cultural education of employees should be fully implemented.
However, for me, CSR is also of inestimable value for internal cultural education, as more and more people are asking themselves, and our employees are asking themselves, about the meaning of their work. This is why CSR is not only a self-expectation for us as entrepreneurs, but also a moral and ethical responsibility to society. Even corporate support for part-time workers and volunteers is part of CSR. Today, more than ever before, we must be mindful of the full range of corporate responsibility at all times and in all places.
SwissLife, for example, helps reintegrate socially excluded people, school dropouts, people excluded from society because of a disability, or people with alcohol or drug problems. As an insurance company with a long tradition, they pay special attention to connecting with these people, because while solving social problems, it also reduces the financial burden on the insurance company. Or ZKB (Zurich Bank) and Fairtrade Max Havelaar, who have established an active partnership to ensure fair trade in the marketplace and fair prices for producers, as well as a growing awareness of the need for sustainable use of resources. At the same time, they have facilitated the “Mobility” Foundation, which makes a significant and sustainable contribution to transportation and the environment through car sharing, and even promotes the generation of natural energy through the promotion of the “Natural Star” for hydroelectricity.
What is the relationship between CSR and branding?
In fact, which projects are supported by which companies is beside the point, as each particular partnership is unique. What they all have in common is that the CSR commitment is in line with the company's fundamental values and strategic direction, and is therefore trustworthy and authentic. What does all this have to do with branding? The answer is simple: everything! A brand is more than just a design, a logo, or an intelligent guidance system for a company's headquarters. A professional and intelligent brand encompasses mission, vision, positioning, and, most importantly, corporate values, which influence the actions of the company, and, if the strategy and guiding principles developed from these values are consistently adhered to, the image of the company can be successfully shaped, and that is what branding is all about.
Avoid cognitive conflicts with stakeholders
I had a couple of dates with a woman I liked and we talked about our youth, our first jobs, how nice it was to vacation on the beautiful east coast of Taiwan, etc. We had a lot of similarities and the time we spent chatting couldn't have been better for each other. However, this gorgeous woman finally told me that she likes to go to shooting clubs, she goes every weekend to play electricity, and she often spends the whole day at the arcade playing fighting games ......
At that time, I left the restaurant with mixed feelings, because my impression of this woman had a new impact, completely different from my initial perception and imagination of her, so that I began to be puzzled: were all the words and deeds she had said and done with me before real? Did I find out? If a company's CSR commitment contradicts its audience's perceived values, then all of the company's stakeholders will not understand, as they did after the date: upset, confused, and even enraged, which is exactly why a company that views its CSR commitment only as a tool for image promotion will never succeed. To win hearts and minds, companies need to develop CSR programs that are honest, credible and based on guiding principles.
Synthesizing the power of partnership
Lastly, by finding like-minded partners, we can utilize the power of the group to make our efforts to the society more comprehensive. We are excited about working with our customers and sharing our understanding of CSR because we believe that it makes sense to work together with good common values and that only those who can profit from fair competitive conditions will be successful in investing in the field of CSR. With this in mind, let's strive for a better world with economic prosperity, thus creating and utilizing our common energy to solve social or cultural problems.
