Suze Bragg

Are You Socially Responsible?
April 13, 2007

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Corporate social responsibility (CSR) started as little more than corporate philanthropy and their involvement in the community. Today, the focus is on sustainability for everyone involved in a business - whether a large corporation or a small operation: employees, owners, suppliers, customers, community and the environment. Everyone involved is becoming more interested in the way that a business behaves, and it touches and reflects every aspect of a small business both offline and online. Corporate social responsibility is about business behaviors that not only deliver corporate objectives, but that also have a positive social impact. It is not only good for your long-term success, but is should be a principle practiced in all activities every day.

Think about it in simplistic terms; a good reputation can open doors, create internal enthusiasm among your staff, and win loyalty with your customers, your stakeholders, and your suppliers. Being a good corporate citizen benefits the business in terms of growth, reputation, monetary rewards, plus it just feels good. Executed properly, it's not just random philanthropy, but it's a belief structure, a way of giving back, an internal mission. I've been asked if a small business can afford a social responsibility program and I always say of course. You don't have to give money, but you can give back by being responsible for your business ethics and attitude.

Here are some easy steps to begin implementing a social responsibility program:

1. Review your activities to ensure you're getting a return. It can be as simple as happy employees, low staff turnover, higher sales, etc.
2. Are you providing customers with the highest quality products and services that meet their needs?
3. Are you treating customers fairly?
4. Are you respecting human dignity?
5. Are you considered an employer-of-choice?
6. Can you and your staff balance your workload and life?
7. Are you managing your assets properly and legally?
8. Are you engaging in poor labor practices?
9. Are you paying suppliers on agreed terms or are things being handled under-the-table?
10. Do you have a healthy work environment? Does your staff hate coming to work and is your turnover rate unusually high?
11. Does your staff call in sick a lot?
12. Are you giving away your old equipment?
13. Does your staff volunteer (you can use this in a positive manner by getting free public relations in return for their hard work)
14. Do you have a statement of business principles that lists honesty, integrity and fairness in all aspects of your business?
15. Do you have a social code of ethics: do you think of them as a poster on the wall or an actual way of conducting business?

A good example of company known for their social responsibility program is Starbucks. They align themselves with helping the environment, helping children get clean water around the globe, promoting artists, etc. When people think of Starbucks, they generally think Double Mocha Latte and sustainability. They're not the first corporation to do this, but they're definitely the most successful in their customers' minds.

The most common mistake is seeing social responsibility as an add-on, rather than a valuable part of your business strategy. You've heard the saying, "You're only as good as your reputation." Think about treating CSR as seriously as you treat all the other aspects of your business and you're reputation will positively increase. 

Posted by Suze Bragg on April 13, 2007 | Comments (1)