In an era of social consciousness, as stakeholders take a closer look at how organisations conduct their business and their impact on society, corporate citizenship programs are playing an increasingly important role in building strong brands and reputations. Organisations are making corporate social responsibility (CSR) and cause marketing programs a core part of their strategy and identity.
For some companies, CSR is now standard practice as organisations aim to deliver on financial performance and positively contribute to society. Stakeholders expect the good corporate citizen to provide positive value to society while meeting or even exceeding their expectations regarding their products and services, business operations and the impact of citizenship programs on their communities.
To meet those expectations and build trust, organisations must clearly state their purpose, have clear social impact goals that align with that purpose and, communicate the results of their initiatives to stakeholders.