While the
fundamental value behind Corporate Social Responsibility remains the same, the
approaches differ, but what strings together the collective efforts of the
diverse businesses is their unwavering focus on being a responsible corporate
citizen.
It is about
creating value for the stakeholders of a corporation by contributing towards
the sustainable development of the society and environment. And, the methods of
doing so can include aiding in the efforts of a not for profit organization or
even having their own department or committee, dedicated towards achieving a
set target towards philanthropy.
The Tata
Group’s, Tata Council for Community Initiatives (TCCI)
an initiative by the Chairman, Ratan N. Tata, is an excellent
illustration in this point. Integrating the efforts towards community
development taken by all the core businesses, TCCI has indeed set an example
for others to follow. In this, the all the philanthropic activities are
measured by the Tata Index, which not only provides the entire structure with a
policy guideline but also performs regular measurement and review programs for
implementing the necessary changes.
Another
brilliant example is the ‘Sustainability in Action’ program by the ITC, which
prides itself in being the only company in the world to be a ‘POSITIVE’ in
Carbon, Water and Solid Waste Recycling, energy efficiency being the watchword
during the entire process. Microsoft’s, HEART or the Humanitarian Empowerment
and Response through Technology program, also deserves a mention. In this,
technology is the fulcrum which supplements the humanitarian efforts to bring
about changes in the lives of the beneficiaries.
Inspite of
all these efforts CSR activities are often misinterpreted as veils to keep off
strict government regulations or a brand building exercise. But all these
criticisms haven’t stalled the corporations from fulfilling their share of
responsibility. In fact they have, over the years, gone out of their way to
contribute towards a better and healthier planet. And the onus is not upon the
established brands only, but on all those who are a part of the industry and
wish to make it among the most trusted brands in the world.
And, as
they say, Charity begins at Home! So, the first step to get on a CSR strategy
is definitely to make the workplace more comfortable and secure by ensuring
that the employees (who are in a way the first customers of an organization),
are satisfied with their work environment. Bearing this in mind, employers are
making sincere efforts to improve the overall Quality of Work life of all their
employees, whom they have come to regard as their most important brand
ambassadors.
Just to
summarize the thoughts and make way for the initiatives, which are yet to
become a proud part of the CSR campaigns, here’s something that Martin Luther
King, Jr. said long back, “The time is always right to do what is right.” It’s
not important to do something big, it’s rather more important to do something
worthwhile for sustainable development of the society from which a commercial
holding sources, so that the mutual coexistence of both remains peaceful and
beneficial for the years to come.
