Good Deeds Don’t Always Get Punished

You may have heard it said that no good deed goes unpunished but sometimes, as in the case of corporate social responsibility, good deeds will be richly rewarded. A recent study conducted by Cone Communications and Echo Research points to the high expectation that consumers have today for a company to be a good corporate citizen – and also highlights the benefits to be gained from responsible business practices.

“Now, companies are still expected to be profitable, but they are also expected to be an active participant – if not a driving force – in solving our world’s most urgent social and environmental challenges.” Once upon a time, even fairly recently, corporations may have practiced social responsibility as lip service or window dressing. In other words, strictly for marketing and sales purposes. Woe to the company that behaves that way today. The question is no longer whether a company should consider its social impact, but how it creates a meaningful one.

But this is good news! There is a compelling business case to be made for accepting the mantle of social responsibility with grace and enthusiasm. “CSR remains a powerful differentiator, influencing both consumer behavior and corporate reputation.” “Nearly all consumers say that when companies engage in CSR, they have a more positive image of the company (96%), would be more likely to trust that company (94%), and would be more loyal to that company (93%).” Further, a study by OfficeTeam reveals that 42% of professionals surveyed reported that an organization’s participation in charitable activities is at least somewhat of a factor in their decision to work there. Isn’t all of this a happy coincidence? Good corporate citizenship yields more loyal customers, happier employees, and a better world!

In this week during which we honor the legacy of Martin Luther King, Jr., by performing acts of community service, it seems especially fitting to recognize the role that corporate social responsibility plays – and must play – in industry today. As long as they are sincere, good deeds will be rewarded, and corporations, consumers and society will benefit.