Hi! Managers: True CSR cannot be commercially motivated

However, I have seen a bright side to this unfortunate event: the way Thais are really helping one another to overcome the situation. Sharing and giving have become simple survival tools.
Many companies are working hard to support and provide funding for the victims of the floods. Some are doing this as part of their Corporate Social Responsibility (CSR) programmes. I would like to share my personal observations on CSR programmes, especially regarding the way they have been implemented in this crisis.
CSR programmes aim to give back to society. Company leaders provide the vision to their communication teams, which try to initiate programmes that convey the right message and create a decent image for their company. These programmes require the involvement of three parties: management, employees and society.
We often see the CSR concept distorted, piggybacking on commercial goals. Sometimes, these are known as cause-related marketing programmes. Many successful brands benefit from short-term campaigns intended to achieve an objective of helping a cause without any hidden agenda.
Unfortunately, we also see a few companies with less noble objectives. I have read in newspapers of politicians, companies and businessmen who simply attach their names to assistance given to flood-affected villagers. This is not true CSR.
It’s time to implement the right kind of CSR programme. It has to start with clearly sustainable goals and objectives to deliver benefits to society regardless of business results. This is a separate area measured in terms of long-term commitment to society. Management must ensure that the objectives inspire employees. The starting point of a good CSR programme is to ensure your employees are excited and engaged in it.
CSR programmes designed simply to entice consumers to buy more of your products give your employees nothing to be proud of. The right approach is to ensure that all CSR programmes fully engage your employees and receive their full support. At the end of the day, your employees are the best spokespeople for your campaign and company. Society will admire your company based on demonstrated commitment. This is easier said than done. But, if you believe in doing the right thing, it’s not too late to revamp a misleading, commercially motivated CSR programme. Let’s do it together for our society and for the generations to come!

Medhee Jarumaneeroj is influencer marketing and external relations leader, Asia Male Grooming, Procter & Gamble – Asia. Follow his article every fourth Wednesday of the month.