The Authentic Art of Doing Good

There is a growing body of evidence around the benefits of corporate social responsibility (and its more modern, team-inclusive counterpart, corporate social engagement). A strong strategy can help build consumer loyalty, recruit and retain employees, and differentiate the brand in a competitive market.

Regardless of the brand benefits, for a corporate social responsibility strategy to be successful, it must be authentic and intimately connected to the culture of the organization. As author Edgar Papke wisely noted, brand is a lagging factor of culture, and social purpose must come from within. You must decide what you stand for and ensure your actions and behaviors reflect that choice……