Corporate Social Responsibility: An Idea, a Strategy and a Way of ‘Work’ Life……

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.