Living through Covid-19 has taught us a lot — it has motivated us to be adaptable and resilient, and pushed us to re-think how we live and work. Considering everything that’s happened in the past year, this pandemic is a reminder for us not to take our community and environment for granted and take actionable steps to safeguard the sustainability of a shared future.
The importance of Corporate Sustainability & Responsibility (CSR), along with environmental, social and governance factors (ESG), cannot be overlooked, especially during times like this.
In Singapore, the growing attention on a business’s obligation to pursue good long-term goals for its people and the community it serves has resulted in many big organizations spearheading initiatives and coming up with best practices to elevate the company’s position in Corporate Sustainability & Responsibility.
It is more than simply giving to charity, but how a company runs its business and its focus on consumers’ perceptions of company governance, influence on society, and impact on the environment.
As a marketing agency, we have had the opportunity to plan and execute some amazing events that created shared experiences that inspired our audience. But no other type of event is more meaningful, powerful, and universally inspiring than those focused on giving back — to experience people working together and building a camaraderie that’s unmatched in any other setting.
Here are the top reasons why every organization should embark on CSR events and campaigns:
1. Enhance Brand Image and Reputation
Organizing CSR events and initiatives that promote worthy causes not only raises the profile of the company, but also attracts like-minded audience to become part of your movement and business. The benefits from enhanced brand image and reputation are multi-fold: increased media exposure, gaining public goodwill, and increased brand value and performance.
Leading by example, your company motivates industry players and employees to take responsible actions and introduce environmental and social improvements across the industry so that everyone benefits from them.
2. Increased Customer Loyalty and Bottomline
Today, consumers are more discerning about which brands they buy from and if the brand aligns with their personal values. Companies that are mindful of their impact on society and the environment will reap the benefits of customer loyalty and earn their trust and preference.
In a 2016 Neilson survey, 56% of participants said “a brand being known for its social value” was a top purchasing driver. And 53% of participants said “a brand with community commitment” was a leading purchasing driver.
CSR programs work to showcase your corporate values and demonstrate that teamwork, community involvement, and engagement are at the top of your core values.
3. Attracting and Retaining Employees
A survey carried out by Fast Company shows that millennials are likely to choose to work for and stay with a company with a strong sustainability plan. In other words, companies have a high chance of attracting and retaining employees if they can demonstrate a commitment to sustainability and corporate responsibility.
Take volunteering opportunities as an example. Through CSR initiatives, employees are empowered to make a long-term impact on the causes they care about and utilize their expertise to drive positive social change. It increases their sense of purpose and helps expand their networks and develop meaningful relationships with their communities, which translates into higher levels of employee satisfaction and retention.
Additionally, non-profit organizations are more likely to trust the companies employing these volunteers and seek their expertise for larger initiatives through more traditional business relationships.
SingPost celebrates 160 Years of Postal Services by organizing a Community Engagement Event, inviting 250 seniors from Community Chest and 120 staff members to enjoy an afternoon of entertainment and meaningful interactions. Press mentions were gained as the event was featured on several news outlets such as Lian He Zao Bao and Berita Harian, social media accounts of all agencies involved, and online publications. This event has been awarded “Best Event” on The Special Events Award 2019.
A commitment to corporate social responsibility is no longer optional. Companies need to understand that CSR affects their internal (employee engagement, productivity, turnover rate) and external (increased sales, customer loyalty, brand awareness) growth. By creating and participating in CSR initiatives, companies have the opportunity to showcase their core values and create trust among employees and customers.
At Epic Dialogue, we help mission-driven organizations amplify their brand and CSR initiatives through our unique combination of digital marketing, events, and branding capabilities. We are strong believers in doing well by doing good, and we exist to help take businesses to greater heights with our 360° Sustainability Communications Solution.
Whether it is planning your year-long CSR initiatives, communicating your efforts to stakeholders, or embarking on Sustainability Branding for your organization, let us help you do the heavy-lifting and push for meaningful work that puts people first.
Talk to us for your next Corporate Social Responsibility and Sustainability campaign.
