Creating and implementing a corporate social responsibility (CSR) policy can improve morale and enhance your company’s public image. Ben Harris, founder and Managing Director of marketing agency New Brand Vision, explains what it is and how to do it.

What is corporate social responsibility?

“The Confederation of British Industry defines CSR as ‘the acknowledgement by companies that they should be accountable not only for their financial performance, but for the impact of their activities on society and/or the environment’. Basically, it concerns your choices about how you will do business, based on principles as well as profit.

“CSR touches on a broad range of business concerns, including health and safety, HR, the environment and sustainable development. It can also involve getting involved with a particular cause and offering financial support, staff time and commitment, publicity or any other type of help.”

What are the business benefits of implementing a CSR policy?

“CSR activities help businesses generate positive publicity by featuring them in PR campaigns, marketing materials and press coverage. They can improve your reputation and, ultimately, your sales as well. As your exposure increases, people become more aware of your brand and its positive associations, making them more likely to buy from you when the occasion arises.”

How do you measure the benefits of CSR?

“It’s important to understand all the areas of the business affected by CSR. All marketing should be measured in terms of return on investment, so if your CSR is purely for marketing gain, you should measure it in that way. If it’s viewed as a staff benefit, you should focus on measuring staff retention.”

What should a CSR policy incorporate?

“When considering a CSR programme, firms should use the core of what they do to benefit the wider community and stakeholders. Some firms make the mistake of choosing a cause that has little to do with their core business operations, so CSR becomes a ‘bolt-on’. Or they may view CSR as just a part of their marketing strategy.

“By integrating CSR with the values of the business and its brand, it can be incredibly powerful in marketing terms; it becomes part of your USP. You could get involved in an area related to the concerns of customers. For example, a printing firm could promote paper recycling or a financial company could offer support to those in debt.”

How can CSR have a wider impact on my company?

“By linking your CSR objectives to your business model. For example, leading UK brand Cafédirect has built a thriving business on fair trade principles, investing in its suppliers and helping them to prosper. This forms a key part of its marketing.

“Other examples might include a cab or transport company using vehicles running on sustainable fuel. Business models like these mean customers can support your cause by choosing you – it’s CSR that benefits everyone, including the companies involved.”

• For more information on CSR, visit the Business in the Community website
• Find out about services offered by New Brand Vision