The constantly growing social challenges require a rethink in corporate management. How can companies not only survive, but also be successful in the long term? In a survey, Great Place To Work and BHP examined the importance of corporate social responsibility (CSR) and a positive workplace culture for the future viability of companies.
Future-proof - securing success
The terms future viability, corporate sustainability, corporate responsibility or corporate social responsibility (CSR) ultimately cover the core question: How can organizations be successful in the long term?
In this context, we will use the term most frequently used in practice, corporate social responsibility, which represents responsible corporate management and makes a contribution to sustainable development - both economically, ecologically and socially.
In recent years, CSR has become a key element for organizations that not only aim for short-term profit, but also strive for long-term and sustainable success. This strategic approach enables companies to integrate social and environmental aspects into their business activities and thus have a positive impact on society.
Beyond the altruistic idea, CSR has become an integral part of shaping workplace culture, influencing employee engagement and contributing to the sustainability of business models.
Great Place To Work and BHP have been addressing issues relating to the sustainability and responsibility of companies for decades. In 2020, the two organizations conducted a survey of Swiss organizations to find out which factors contribute to the sustainability of an organization in addition to workplace culture.
About the studyThe survey was aimed at CSR managers, company management and HR managers from organizations of all sizes. A total of 52 organizations took part in the survey, with more than ¼ of the responses coming from organizations with over 5,000 employees. 50% of the organizations were organizations with up to 250 employees. |
Our study shows: The challenges of the future are clear to organizations - agility, digitalization, the "war for talent" and the balancing act between increasing CSR relevance and achieving economic goals are at the top of the list.
CSR mindset and implementation: findings from the survey
Overall, the study reveals a clear gap between a "CSR mindset" that is already progressive in some cases and actual implementation.
Between aspiration and reality: the gap between a progressive CSR mindset and implementation
This study reveals a clear discrepancy: Although many organizations already maintain a partially progressive "CSR mindset", this is not consistently reflected in actual implementation. Sustainability is undoubtedly present as an integral part of corporate goals, but the formulation of CSR goals at organizational level is often not consistently reflected at employee level.
Measurable CSR goals and the workforce: a neglected connection
The relevance of employees' direct behaviour in the context of social and/or environmental goals is only considered relevant to the future by 24% of organizations. This finding highlights an existing gap between CSR-relevant organizational goals and their widespread implementation at employee level.
Sustainability in products and services: Challenges and potential
With regard to the alignment of products and services with sustainability goals, only a minority (44%) state that they focus on the development of new products and services that contribute to sustainability goals. The improvement of existing products and services according to qualitative, ecological or social criteria is the focus of just over half of the participants. However, the integration of such improvements across the entire value chain remains central to only 4 out of 10 organizations.
Future viability through sustainable products and services
For 8 out of 10 organizations, it is crucial that their products and services do not cause ecological damage and also make a positive contribution to social and/or ecological challenges. Nevertheless, the low importance of circular products (24%) shows uncertainty about how far the sustainability of products and services should and must go.
5 fields of action for successful CSR integration
CSR and sustainability are more in focus today than ever before, given the major challenges facing society. However, companies have often not yet fully invested in CSR integration. In order to change this and ensure long-term success, we have identified five specific areas of action from our survey and research:
1. Review and embed CSR mindset
An honest assessment is necessary to determine the current status in terms of workplace culture and CSR. The organization's goals and the integration of CSR into the business model should be closely examined. This includes the alignment of products and services as well as the involvement of internal and external stakeholders. A strategic view of markets and new definitions in the context of CSR criteria should not be neglected.
2. Integrate clear ecological goals into the business model
The first step in setting clear environmental goals is to systematically identify the social impact of business activities. The relevance of these impacts and the necessary changes have a significant influence on the objectives and direction of the organization. A future orientation that contributes to solving social problems can strengthen the company's purpose and use the upcoming challenges as opportunities for future viability.
3. Promote willingness to change
The involvement of managers is crucial in order to strengthen the willingness to change and the power of innovation. Managers should not only recognize that change is necessary, but also set an authentic and visionary example of the new direction. This promotes trust among employees and increases the innovative strength of the entire organization.
4. Transfer CSR goals to team and employee level
Without the transfer of CSR goals to the workforce, CSR efforts remain superficial. Clearly defined values and the identification of CSR-relevant goals at team and employee level are crucial. Fully integrating a CSR mindset into the workplace culture prevents sustainability from remaining just lip service. Involving employees in the definition of CSR goals increases the meaningfulness of the activity, increases loyalty and motivation and at the same time strengthens the CSR mindset.
5. Implement performance measurement
The implementation of performance measurement is essential, especially for new endeavors, in order to avoid distortions and heuristics. A CSR measurement can be based on the criteria used in the study regarding the importance for sustainability and the integration of the Great Place To Work Trust Index™ items. These enable a comprehensive illumination of the status of the overall organization in terms of CSR and the continuous measurement of the progress of CSR mindset and implementation at the overall organizational level.
The survey presented here and the accompanying research clearly show that employees, their mindset and the entire value construct are crucial for the future viability of organizations. The entire workforce is needed to enable a broad rethink in which organizations see the challenges of our time as an opportunity. Organizations that have already begun to reorient themselves and set new CSR-relevant standards are the first proof that we as a society can not only realign ourselves, but must do so for the benefit of a future functioning economy.
A rethink in society is being initiated by organizations that are already treading innovative paths and setting new standards in the area of CSR. These pioneers not only show that a reorientation is possible, but also that it is essential for a sustainable economy in the future. As a society, we face the challenge of walking this path of change together by supporting organizations that are already leading the way.
To ensure long-term success and a sustainable future, it is crucial to review the CSR mindset and anchor it in the corporate culture. Start today for a successful and sustainable corporate culture!
Your values, our mission: Our experts are at your side to integrate your values into the DNA of your organization.
