The following is a summary of lessons learned and take-aways from the Ft. Worth PRSA June 2010 program, Building a Corporate Social Responsibility Program, with Laura K. Moore, Vice President - Global Communications, Kimberly-Clark Corporation:
What is strategic Corporate Social Responsibility (CSR)?
- Aligning your corporate strategy with your business strategy
- Defining the positive impact you aim to make based on what your company is good at
- An understanding that doing good can be good for business
- Growing environmental concerns
- Companies moving from seeing CSR as less of an obligation to more of a business opportunity
- Internet enables people to scrutinize corporate behavior
- Increased expectations of companies to contribute
- Corporate reputations bruised post-recession
- Millennial expectations (the connected generation)
How the company treats:
- Be it. Do it. Say it.
- Employee contributions + Brand Cause Marketing + Corporate Giving = Greater Impact, More Recognition
* When people trust a company they:
- Will pay more
- Will recommend it to others
Laura Moore pulled the curtain back a little bit on Kimberly-Clark's CSR strategy and plans to move forward. She stated that Kimberly-Clark's Corporate Goal is to Be responsible stewards of the environment and positive contributors to our community.
Kimberly-Clark has the global assets and framework, however Moore explained that she doesn't have the Ta-Da example from the corporation yet since it is still a work in progress.
(Photo: Kimberly-Clark Sustainability Report)
A CSR Enterprise Signature Project needs to:
- be based in research;
- have a defined focus to be successful;
- leverage brands for focus in relevant areas and expertise from with organization; and
- be supported and endorsed by whole organization.
Special thanks to Corey Lark, AE at Open Channels Group for providing feedback and notes on the June program for the chapter.