The standard corporate social responsibility (CSR) playbook is no longer working. Consumers, employees, and other stakeholders want companies that see social good as a core mission, not just a marketing strategy. There are several things your organization can do to meet this challenge. First, identify a specific goal or vision for your company. Avoid pursuing pet projects of individual leaders. Instead, use a thoughtful and intentional process to identify which issues your company is currently contributing to and is best equipped to address. Form working groups with representatives from your various stakeholders to fully explore the impact of the company’s actions. Done right, these working groups can inform your strategic priorities, help leaders make tough decisions in the public eye, and allow your company to respond to pressing current events in ways that resonate. And, of course, regularly evaluate progress. Have your working groups identify goals and metrics that are then communicated to your entire workforce. Holding your company accountable will build trust, make your CSR initiatives more efficient, and grow your company’s reputation for doing good.

This tip is adapted from “We’re Entering the Age of Corporate Social Justice,” by Lily Zheng

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