Robert Bassam on the Non-Financial Rewards of CSR
Robert Bassam believes that a CSR-focused organization—one truly focused on benevolence and helping communities and the environment—has more to gain than lose. A lot of companies these days, like Google and Microsoft, are focused on developing and promoting CSR initiatives. And a lot more are following suit.
Whenever Robert Bassam gets asked about Corporate Social Responsibility, he finds it surprising that some businesses are not even fully aware of what it is, much less, how to incorporate it in their corporate culture. Of course, he sees this as the perfect opportunity to promote CSR and share his own thoughts on the subject, highlighting the benefits that his organization ‘enjoys’ from being CSR-centric—he is quick to point out however, that the benefits are merely incentives, and not the primary reason why he built his organization’s culture around CSR.
Corporate Social Responsibility or CSR is not a new concept. It has been around since the 1960s, and in the beginning, it was regarded by corporations and stakeholders as one more avenue to explore for profit-making purposes. But as consumers began paying more attention to their own contributions to the deterioration of the planet, they also began to pay more attention to the products that they purchase, from food supplies to home appliances, clothing, cosmetics, and even cars. This shift in buyer behavior and perspective didn’t go unnoticed by business entities. Robert Bassam notes that finally, businesses are taking heed and taking CSR more seriously now.
Non-financial gains of CSR
There are many benefits to being a socially responsible organization; some directly affects your finances, while others are subtler, such as improved productivity in the workplace, enhanced relationships at the office, and a generally more positive reputation for your company. Robert Bassam further elaborates:
When consumers find out that you are a socially responsible company, or learn about your initiatives, their perception instantly shifts from being a mere “supplier” of the products that they need, to a “partner” in pushing environmental advocacies forward or extending help to those who need it the most. From a detached perception, you have become a partner, making the supplier-consumer relationship more personal.
In one of his posts, Robert Bassam mentioned that employees are now also taking notice of a company’s CSR practices. Remember that employees are consumers too, and as such, they are the same people whose buying behavior is now greatly influenced by the brand’s initiatives in building their communities and preserving the environment, including every living being in it.
A CSR-centric company is therefore an inviting place to work in, particularly if the company’s advocacies strongly align with that of the employee’s. Working for a greater purpose—a noble purpose, you might say—is a great motivating factor that inspires people to strive for the best.
Industry and the General Public
Lastly, when you’ve gained the reputation of being a CSR-focused organization, you will gain the respect and even admiration of your peers and colleagues, and eventually, the industry. Robert Bassam further notes that gaining the respect of the movers and shakers in your industry can help seal your position in your industry.
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