As corporate social responsibility (CSR) is scrutinized like never before, choosing a cause to support isn’t just a philanthropic act but a strategic vector of importance. When a company adopts a flagship cause, it can define its brand in the eyes of its stakeholders and the public. An authentic and wholehearted commitment allows a company to not only improve socio-environmental conditions in its ecosystem but also strengthen its brand equity and market positioning.
Adopting a societal or environmental cause should stem from a deep reflection, aligning with the company’s skills, stakeholder ecosystem, and purpose. It’s an opportunity to explore ways to utilize resources and expertise to generate positive impact, in a constructive and meaningful way.
Practical Tips for Choosing the Right Cause
1. Credibility and Anchoring
First, explore the company’s history and anchor the cause in its purpose. Consider the entire stakeholder ecosystem to identify relevant socio-environmental issues related to the business. By focusing on intervention areas where the company already has expertise or a direct impact, the credibility of its commitment is reinforced, and its actions are seen as authentic.
2. Understanding Issues and Stakeholders
Before committing to a specific cause, a company should carefully study its key issues and challenges. Understand the problem’s depth and scope: What gaps need addressing? Who are the actors involved? How does your commercial activity relate to the needs and challenges you’ve identified?
3. Validation by Stakeholders
Commitment shouldn’t be a solitary exercise. To ensure adherence and efficiency, it’s vital to consult and engage various internal and external stakeholders: employees, suppliers, clients, NGOs, and experts in the field. Their perspectives can reveal valuable insights and refine the approach to maximize impact and program acceptance.
4. Alignment with the UN Sustainable Development Goals (SDGs):
Using the United Nations SDGs as a framework can help structure programs around universally recognized challenges. Whether fighting poverty, promoting quality education, or supporting climate action, aligning with one or more SDGs can provide legitimacy and structure to the company’s engagement.
Success Story: BRP’s “Ride Out Intimidation” Program
BRP is actively engaged in the fight against bullying through its “Ride Out Intimidation” program. This program aims to tackle bullying in schools, workplaces, and communities. BRP’s commitment to this cause is rooted in a deep understanding of its industry, which can be seen as intimidating. With its innovative and bold culture, BRP seeks to elevate the industry to higher standards by leveraging its influence to raise awareness and mobilize employees, suppliers, clients, and partners globally. The company recognizes that fostering a more inclusive and welcoming work environment and marketplace requires a proactive approach.
Conclusion
Choosing the right cause isn’t a decision to be taken lightly. It requires reflection, conviction, and deep commitment to the company’s values and societal needs. At Will & Way, we encourage companies looking to adopt a flagship cause to embark on this journey with diligence. Take the time to understand the issues, listen to stakeholders, and choose a cause that genuinely aligns with your mission and capabilities.
Don’t wait to embed CSR at the heart of your business strategy. Get involved, innovate, and make a difference where it matters most.
