The media and communications industry is talking about how it can use its huge influence and clout to make a significant difference to the world. Some companies still use CSR as a box-ticking exercise to comply with the laws and regulations in the countries they operate in.
However, many more now understand that consumers and internal staff are a catalyst for doing good. No company wants to get in the news for doing something that could potentially harm their brand or make their customers walk away and pick a competitor instead. Up-and-coming leaders are looking for more than a good salary – they’re searching for meaning in their day-to-day work as they tie their personal values more closely to their career than previous generations.
Is being a ‘Force for Good’ is important to society, a moral obligation, commercially savvy or just still simply a CSR exercise?