Corporate Social Responsibility (CSR) is a ‘term’ quite frequently used these days and more and more corporate are coming forward to take this challenge. Let it be the Media sector, the Insurance Sector, the Retail sector, the Petrochemical Sector, the Chemical Sector, Food & Beverages, IT Industry, Healthcare Industry, Telecommunications Industry, Automotive, Construction Industry, Crafts, Energy, Banking and Insurances every corporate are trying to find ways of spending money for social responsibility.
As intensive researches are carried on in the best universities of the world, the first initiatives on CSR are generally taken by oil and chemical industries. There is a rise to prominence of CSR in particular companies, we also observe the emergence of something like the CSR ‘movement’ with a aim to find ways to serve humanity as well as finding business opportunities in the growing popularity of the subject.
The reasons are simple; the earth has seen so many natural disasters along with changes in environmental phenomenon due to rapid growth of industrialization. The money received from environment is now being thought to be utilized for the construction of the same. It’s like the saying which states that whatever energy we spent in our entire life for wealth at the cost of our health is later spend for our own wellbeing. These days even customers and clients look at their brands for something new done for society.
Pressures from Media, NGO’s, International Organizations, Government are making corporate to take up tasks which give fast results and are fast visible, which are dangerous because it do not serve any purpose for the community and neither for the organization.
While the world is still researching into CSR, there is a need to understand its long term goals, its long term indications, before any investment decisions are taken. If we take a closer look at the recent rise of CSR, some might well argue that this ‘new’ management idea is all about a recycled fashion; something which again sees ‘business in new way’. It’s actually more than that, it’s about ensuring more humane working conditions for its employees, building good healthcare systems, creating new educational opportunities for the have-nots, making development in areas where people fight for basic amenities and lots more. It’s absolutely not about standing in front of a hungry man providing him/her food with your industry’s photograph. That doesn’t help.
Some of the questions which arise are:
a) Are we investing something which will serve the community in long term?
b) Are we investing keeping in mind the long term objectives of the organizations?
c) Are we really doing something apart from writing reports on corporate social responsibility?
d) Are the amount allotted for CSR meeting the needs of the needy and targeted people?
e) Are the money used for the organizational goal increasing your brand value in real terms?
While all these questions looms around, we need to introspect on our policies and plans with new innovations. Marketing is a secondary thing and brand value increases when those thoughts are put into action and things starts moving on ground. There are industries who had served many in different fields and those industry leaders still flashes in our minds as souls who came into this world to bring a change. Their company values are not counted by their financial strength in billions but by their work which had touched a billion hearts. There are many positive events happening in the world on CSR as Industry associations are coming forward to coordinate and create synergies among individual business approaches to CSR.
Let’s be that messiah for change and lets that thought of change percolates through our minds and together move towards a safer world for our future generations.
Thanks and Regards,
Assistant Director in Industry Association/Body
Disaster Management Specialist and Consultant