12 Aug People want to be able to make a difference
“For today’s ‘millennials’ entering the workforce, engagement in sustainability is a must-have, not a nice-to-have, … They don’t want to be told what the company is doing. They want to do it.”
Kellie McElhaney, director at the Center for Responsible Business, Haas School of Business, University of Berkeley.
CSR has gone well beyond a marketing exercise or a way to attract ‘millennials’. Along with price and quality, it may just be one of the top three elements needed for a successful company’s brand development. A recent study by public relations firm Edelman found that 87% of global consumers believe corporations should place equal weight on business and society.
With such a large percentage of consumers expecting companies to care for society, it can be of little surprise to find that employees want the opportunity to make a difference within their job.
“We employ 99,000 people around the globe, and in the past year, 79% of our workers and 97% of our executives volunteered” Kate Rubin, vice president of social responsibility at UnitedHealth Group
Social media has made the world smaller and allowed people to discover causes that fulfill their passion. Enabling employees to pursue these causes through work, allows them to bring this passion to work and drives them to be brand ambassadors.