CSR: So Much More Than Just 3 Letters

Today, many businesses have a corporate social responsibility (CSR) strategy which basically encourages them to act ethically and in the public interest.  Some companies fulfil their responsibilities by becoming involved in local charity work – such as assisting staff who want to undertake volunteer work – others only source their raw materials from sustainable supplies and use third party accreditations such as Fairtrade.  However, I wonder how many businesses just pay lip service to CSR, rather than truly believing in the value it has to differentiate them in the marketplace?

Last Thursday at the Kent Excellence in Business Awards (KEiBA) 2010 dinner, an occasion which recognises the best businesses in Kent, a story was told to illustrate why Denne Construction won the ‘commitment to their community’ award.  It is as follows:

“During the time that Denne were based in Canterbury, the owner one day received a knock on the door.  Opening it, he saw an elderly lady who explained that she lived next door and asked whether she was able to use his bathroom, since her one was having some work done to it.  His initial response was to explain that he was a business and questioned why he should let her use the bathroom.  She replied that she thought he may since he was her neighbour.“

This act of kindness would not have formed part of their original marketing plan, nor would it have featured in any CSR strategy.  Indeed, I doubt very much as to whether it was thought of much afterwards.   However, that elderly lady would undoubtedly have told the story to friends/family and become one of the company’s advocates.  That single act of kindness would therefore I expect have done more for their reputation locally than costly advertising and brand building campaigns.  Some form of CSR should therefore always be included in any marketing strategy which is drafted. 

Although it is a function of a business to make money, that money should not be its sole measure of success.  A successful company has to be judged on a number of different scales, one of which should be the amount it gives back to the community which it is part of.  This giving back could be in a variety of ways, for example sponsoring a local football side, allowing a community group to use its offices for meetings and events, donating old equipment to the local schools or by using produce from the local shops/businesses in its staff canteen.  As well as supporting the local community, these actions will also help with staff retention and recruitment – people want to work for companies which are seen to be ethically minded.

For me, and I imagine it was the same for the 449 other people, on Thursday night I was positive that Denne fully understood what CSR was and how their company was an integral part of the community it served.

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