Three Reasons Why Genuine Social Change Is Better than CSR

„3M‘s Healthy Communities program created opportunities for employees to participate in hands-on school programs and community events that were organized by some of Canada’s most effective charitable organizations. In return, employees were genuinely engaged and the program was a recipient of the company’s Global Award for Marketing Excellence in 2011.

Cause marketing has become ubiquitous and high risk. It’s hard to think of a brand that isn’t associated with a cause or non-profit organization. On the one hand, that’s a good thing. On the other hand, it feels like cause marketing has become a ubiquitous »last ditch« tool to capture market share and drive sales when all else has failed. Further, brands that deploy cause marketing promotions such as Pink Ribbon Campaigns now run the risk of being targeted as opportunistic by socially-conscientious consumers. Especially the 78% of Millennials who feel personally responsible for making a difference in the world and believe that companies have a responsibility to join them in this effort.

In Canada, Starbucks’ new Thriving Neighbourhoods program is a great example of a long term social change program that will help Millennials (and others) make a difference in the world. Thriving Neighbourhoods is likely to translate into more and more loyal customers.

Why are we awash in CSR blogs, conferences, program, consultants, and academic theory but seem to be losing ground? Perhaps it’s because we’re trying too hard to systematize and merchandize CSR. It’s finally become clear to me that the only sustainable way for corporations to derive real business benefit from CSR is through meaningful and measurable social change.”