A profound hunger prevails in what is still, despite the current economic climate an unprecedented age of material wealth. Many are finding that business success without meaning or purpose is empty and unrewarding. 

Corporate Social Responsibility (CSR) can re-dress the balance, restoring meaning and motivation in business life. CSR is so much more than a policy or political whim - it really can make a difference. This is an example of true compassion in action.

Tyneside Cyrenians

Val Nevin is the skills development and employability manager for the Tyneside Cyrenians, one of the country's leading homeless charities. Her role is to help homeless people into employment. Homelessness is a vicious circle - no home, no job, no money, no home. Val thrives on her work, yet for 27 years, she worked for HM Revenue & Customs.

Val's change in career came about as a result of HM Revenue & Customs CSR agenda. "I went on secondment to the National Trust for one day a week organising a garden party for 500 elderly, disabled people. It gave me such a good feeling helping people compared to what I was doing in my day job!" says Val.

A further one year secondment to Business in the Community followed and from there onto Australia for six months helping Melbourne Care develop their volunteering programme. On returning to her normal job with HM Revenue & Customs, Val realised it was no longer for her and so began a whole new altruistic
career.

How can businesses practically apply CSR?

There are many ways companies can encourage staff to get involved with Tyneside Cyrenians as well as others charities:

• 1 day practical activities - e.g gardening or decorating. Working alongside service users break down perceptions and helps people become aware of the different communities within our society.

• Corporate training or team building days - working with a project that the charity already has in mind or even developing a new one.

• Volunteering - charities are businesses too and need help with all aspects of business operation: PR, procedures, accounts, business plans etc.

Companies really can make a difference to people's lives by adopting a CSR agenda

Business in the Community is a unique movement with over 800 members including 70 FTSE 100 companies. Their research shows that companies who actively engage in a CSR agenda enjoy greater success and staff retention.

Helping others truly can fill the deep hunger that prevails in our society. Ultimately 'home' is not about bricks and mortar, its about connection with ourselves and others within our communities.