Research has shown that companies with effective Corporate Social Responsibility (CSR) programs are more profitable than those that arenât. Over the last 50 years, corporations have relied on these programs, which include social issue marketing, philanthropic efforts, employee volunteer initiatives, and diversity and inclusion work, to build their brands and satisfy customers.
Now, consumers and employees are raising the bar. The killing of George Floyd by a white police officer in Minneapolis has driven one of the largest protest movements in recent memory, and the widespread reactions to the standard CSR playbook suggest that old best practices may no longer work. Consumers and employees are now looking for more than Corporate Social Responsibility â theyâre looking for what I call Corporate Social Justice....
