Corporate Social Responsibility: How Companies Take Responsibility

Do you avoid plastic as much as possible when shopping? Do you only buy Fairtrade coffee and maybe even cut down on your meat consumption? Then you are probably one of the many people for whom sustainability and environmentally conscious action are important. This is because such a lifestyle has become a real trend in recent years, particularly in the private sphere. There are several reasons for this, the biggest and most obvious of course being the threat of climate change. But even if private commitment is important, not much can be gained without the involvement of companies and large corporations. More and more companies have now recognized this: Many of them, in Germany but also throughout Europe, have been working with so-called CSR strategies for some years now.

CSR stands for Corporate Social Responsibility and means corporate social responsibility. This describes a concept on the basis of which companies assume responsibility for their impact on society. Does that sound very cryptic at first? But it is not. Read on to find out how companies implement CSR and what PR agencies can learn for their communications.

Altruism or Self-interest: Why do Companies Opt for CSR?

For companies to consider implementing CSR strategies, they must first be convinced of their necessity. After all, a certain amount of planning is required when CSR is implemented in different areas of a company. The concept is based on the principle that ecological, economic and social concerns are integrated equally into the company’s activities on a voluntary basis. This affects almost all areas, from employee satisfaction and energy efficiency to standards in the supply chain.

But why are more and more companies deciding to go down this path? Out of altruism or selfishness? In most cases, the answer probably lies somewhere in between. Of course, the idea of combining entrepreneurial activity and social responsibility is also based on moral and ethical ideas. Nowadays, however, it is a fact that companies that operate sustainably are also more successful in the long term. One reason for this is the positive image that goes hand in hand with responsible corporate governance. Whether in the recruitment of new employees, customer loyalty or the development of new customer groups: CSR creates trust and positive associations. In addition, there is the competitive advantage of using the latest innovations and the associated agility. In addition, efficiency in the use of energy and resources not only reduces the ecological footprint, but also costs. For these reasons, the implementation of CSR in corporate groups makes sense not only from an ecological but also from an economic perspective.

Between Credibility and Greenwashing: CSR in PR work

Companies that do good and take responsibility for their business activities should also communicate this, of course. Credibility is the top priority here. When communicating sustainable corporate goals, it is not a matter of concealing other shortcomings or even pretending to have false facts. If the core business is not very environmentally friendly or targets are communicated as having been achieved but their implementation is only in the planning stage, this is known as greenwashing. And this is rarely worthwhile. NGOs such as Greenpeace or Foodwatch are only too happy to expose such empty campaigns and, in the worst case, the company suffers considerable and long-term damage to its image. For this reason, communicators should ask critical questions when in doubt and not simply communicate all of the customer’s statements to the outside world. Instead, a credible and trustworthy CSR strategy should be developed jointly where appropriate. This not only serves the company’s reputation, but also has a genuinely positive impact on people and the environment.

Rapunzel and Studiosus: Examples of the Implementation of CSR

One company that has been successfully implementing such a CSR strategy for years is Rapunzel. The manufacturer of vegetarian and organic food has been committed to sustainable business practices from the outset, both in ecological and social as well as economic terms. The company attaches great importance to human rights-compliant conditions in the supply chain and founded its own fair trade program HAND IN HAND (HIH) back in 1992. In it, they set out the principles for a fair trading relationship with local producers, who are guaranteed a minimum price above the average market price, a purchase guarantee and long-term business relationships. In return, the suppliers commit to respecting human rights, social security for employees, transparency and organic quality in their products. The close cooperation with the HIH partners not only built trust, but also led to successful business operations. The producers receive a long-term secure income and the organic pioneers of Rapunzel can rely on the consistently high quality of the products.

The tour operator Studiosus, on the other hand, is particularly committed to the protection of human rights in the destination countries. To this end, the company identified the greatest human rights risks in the travel countries, particularly with regard to working conditions, the protection of minorities and children’s rights. Studiosus has subsequently introduced special measures to ensure that human rights are also respected in risk areas. The local service partners, for example hotels or bus companies, are contractually obliged to provide decent working conditions and children’s rights. In addition, tour guides and guests are made aware of human rights issues and encouraged to report any violations. The close exchange with the partners and the incorporation of human rights requirements in the contracts has created a close, value-based relationship of trust that supports long-term business relationships.

Conclusion: For the Sake of Business Success, the Environment and People

CSR therefore runs like a red thread through a company at all levels. It is not necessary to have a charitable streak and be an advocate of environmental protection. The desire to establish itself as a successful and future-oriented company should be enough of an incentive to implement CSR in the company. This applies not only to big players, but also to small companies. And ultimately we all benefit from this, because it counteracts both social injustice and climate change.