Communicating about CSR, what is wisdom?
In recent years you have heard more and more about corporate social responsibility (CSR). corporate social responsibility (CSR); entrepreneurship in such a way that a company consciously focuses its activities on adding (social) value for people, the planet and its own company. Sometimes this is done through financial contributions to projects, other times through the use of goods, making knowledge and skills available, or through volunteer work. Within the field, a lot of focus is placed on the raison d'être of CSR. Better methods are being found to measure contributions and effectiveness is continuously scrutinized. However, what is still largely missing is a strategy on how you as a company can best communicate about this. Will you shout it from the rooftops if you've donated a million? Or do you quietly give away 30 percent of your profits to a cause close to your heart? What are the considerations here?
Dutch people generally do not like it when a company publishes a lot about its good deeds; “just do it”. It is part of Dutch culture to be less outspoken about social contributions, about the good things we do. But wouldn't it further increase the impact if you as a company actually communicate about it? When in doubt, as a company you could consider a number of points: are you a good example for others in your sector? Will you take the lead in the sector with your contribution and the communication about it? By your actions are you the thought leader on a specific theme? Do you really have a social impact and do you see the positive effect in society, but could that impact be even greater if more parties participate?
There is no one right or wrong answer for whether or not to communicate about your social contributions. But if you, as a company, choose to communicate, let others answer the above questions for you first. On that basis you then communicate authentically, convincingly and could inspire others to make an impact. Vyou see the intrinsic motivation and you see the social motivatione impact, then share the story. It is sometimes easy to lose sight of this. In addition, we recommend that you always keep an eye on why you are doing something in your communications. If it feels like a KPI or target, something might be wrong.
The impact on people/projects/initiatives that receive your company contribution is real and can bring about major changes. With the impact you have as a result, you can encourage others to do the same. So if you choose to communicate about the CSR commitment of your company, communicate about the core of your story and the reason why you share the information. Communication that feels like marketing, or achieving KPIs feels inauthentic and can therefore have a negative impact or an adverse effect on your company. This can increase the distance between parties in the long term, which is counterproductive to the goals of your CSR policy.
Do you have a social issue that you as a company are dealing with or want to deal with? Can you use advice regarding your communication strategy around CSR? Send a message to and we will watch with you!
Written by Marit, intern at Issuemakers
During her master's thesis, Marit conducted research into communication about social involvement.
