Putting the social back in CSR

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The latest Edelman Trust Barometer lays bare a new reality for businesses. As faith in government dwindles, corporates are expected to fill the void. But what does that responsibility look like and how far should it go?

When does a sense of purpose become too political?

Sean Kearns, editor-on-chief

We know that businesses are expected to make commitments on climate, to improve diversity and equity within their workplaces, and to contribute to the communities in which they work. We also know that some are further ahead than others, and that ‘purpose-washing’, especially in brand communications, can be problematic.

But when it comes to societal issues such as wealth inequality, access to colombia mobile phone numbers database education, and human rights, when does a sense of purpose become too political? When does robust policy become something more partisan?

These are fine lines to tread, but this year we expect thought leadership to embrace a wider definition of responsible business and tackle some of these topics. Looking beyond ESG and climate strategies, these campaigns will explore how businesses talk about and act upon their beliefs and values.

If company culture and principles are as important to employees as much research suggests, businesses will need to say and do more about their new-found responsibilities.

Sean Kearns, editor-in-chief

Which of our thought leadership topics for 2022 stand out to you? Drop us a line to let us know, or find us on social media and tag us in your comments. If you’d like to read more about thought leadership topics, read what we thought would stand out post Covid-19.