Winston Churchill once said that the farther backward you can look, the farther forward you are likely to see. With that in mind, we took a moment to review the year gone by and identify themes that will inform corporate citizenship work in 2014, and perhaps onward.
From the rise of B Corps and online giving, to the integration of social media into citizenship campaigns, to the continued influence of philanthropreneurs on the industry – 2013 has been another landmark year in the evolution of corporate citizenship. Basic concepts of corporate citizenship have changed, stakeholder expectations have grown higher and corporations are doing things never done.
The following trends from 2013 will be central in the upcoming year, as corporations step up to help solve social issues, make an impact, and pursue goals beyond the financial bottom line during this Golden Age of Philanthropy.
Consumers continue to expect companies to do more than just cut checks
In 2013, the most successful corporate citizenship programs showed true commitment to their cause. Rather than simply throwing money at a random issue, companies were encouraged to develop citizenship strategies consistent with their corporate identity. We found in the 2012 Edelman goodpurpose study that 87% of consumers worldwide want business to place at least equal weight on society’s interests as its business interests, and this year we saw global citizens addressing these societal interests in impactful and authentic ways. Through strategic campaigns and innovative approaches to citizenship, companies like American Express, Southwest Airlines* and Panera Bread are doing more to impact the communities in which they operate and pursue socially responsible initiatives.
Online retailers incorporate ways for consumers to make a difference in their day-to-day web purchases
Retailers like Amazon and eBay* have expanded the power of corporate philanthropy through online giving programs. Amazon Smile and eBay Giving Works allow users to raise funds for the charitable organization of their choice by donating a portion of their purchase or online sales. By encouraging give-at-checkout activity, corporations can reach new audiences and leverage the enormity of the online community to stimulate efforts in charitable giving.
Companies cultivate new donors using 140 characters or less
This year we saw a significant rise in giving through social media. Charitable contributions on #GivingTuesday increased by 90% from 2012, introducing the term #unselfie to the social media generation by encouraging people to take pictures of themselves and their favorite charitable cause. Companies like Coca-Cola used YouTube and Instagram to raise awareness for HIV. Even Facebook – the original driver of the social media movement – teamed up with the American Red Cross to ask for $10 donations at the top of newsfeeds after the destructive Typhoon Haiyan in the Philippines. These innovative and interactive giving campaigns succeeded in attracting audiences that otherwise might not have been familiar with the cause.
Corporations use B Corp status as a selling point when recruiting millennials
It’s no surprise that millennials are a critical cause demographic. But they are doing more than volunteering their time and participating in fundraising events. Millennials desire jobs at companies that support good causes – in fact, a 2012 survey by Net Impact found that 53% of millennial workers and 72% of millennial students agreed that having a job where they can make an impact is important to their happiness. We are now seeing companies touting their B Corp status as a way to compete for young hires and attract this socially-minded generation. Business schools across the country, including Yale University’s School of Management, Columbia Business School and NYU’s Stern School of Business, are supporting the millennial workforce, offering some student-loan assistance for graduates who go on to work for B Corps.
Philanthropreneurs and social intrapreneurs continue to evolve and change the face of business
Philanthropreneurship continues to gain attention as socially-conscious leaders strive to change the world from the inside out. In a September 2013 blog post, we talked about how some of today’s most well-known business leaders are using their success to make a true impact. But what about our up-and-coming leaders? Companies across the country are looking at new ways to keep their most talented and skilled people, providing a platform for “social intrapreneurs” to do what they are passionate about and help fulfill society’s growing expectations of their company’s role.
What other trends in corporate citizenship did you see in 2013? How do you foresee corporate citizenship evolving in 2014?
This post is produced by B+SP’s Corporate Citizenship Center of Excellence, a team of experts, idealists and actionists committed to driving mutual benefit for business and society through the development and support of purpose-driven corporate citizenship efforts. To view the previous post by the Center of Excellence, please click here.
*Disclosure: Current Edelman client.
Photo courtesy of Edelman’s Facebook page, featuring the 2013 Leadership Academy.