Adapting Corporate CSR Efforts Amidst a Pandemic
by Caleigh Geiger
by Caleigh Geiger
Not being able to have close human interaction changed most companies’ operations, including Corporate Social Responsibility (CSR) efforts. Volunteering and charitable giving have both been negatively affected by COVID-19 and the resulting recession.
Many companies are left wondering how to adapt their CSR efforts to be effective. CSR can’t just be a stunt to improve a company’s image—it has become a cornerstone for businesses’ reputations and culture.
Amidst the COVID-19 pandemic, corporate CSR efforts have been thrust into the spotlight. A Just Capital survey found that three in four Americans “will long remember the companies that took missteps in their response to the pandemic,” and four in five said they will remember “those that did the right thing by their workers by ensuring their health and safety or doing their best to avoid layoffs.” Another survey by Twilio found that one out of every three people appreciates companies that are community-minded and are taking charitable action in response to COVID-19.
We may currently be in a contactless world, but companies can still touch people’s lives with their CSR efforts—and, if these surveys are to be believed, that will be the new expectation. In the last year, we have seen countless companies pivot to support their stakeholders amidst the COVID-19 pandemic.
These companies both demonstrated effective ways to adapt CSR efforts with resources that were readily available.
Why Does This Matter?
It’s clear that companies need to maintain a CSR presence. The public will notice businesses that have adapted their priorities during the pandemic and gone above and beyond to serve their stakeholders. In presenting these innovative and unique initiatives, companies exude authenticity to their audiences. Now more than ever, customers are closely watching companies to see how they respond to COVID-19 and what they are doing to assist in the hardships the world is facing.
With this “new normal” sticking around longer than anyone anticipated, companies have to adapt and shift their CSR goals. So, what can your company do?
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