There is now increasing recognition of the fact that Social Responsibility can be used as source of competitive advantage through good corporate governance, effective execution of innovative social projects and ethical management. In order to maximise this potential, it is essential for organisations to smartly communicate their Social Responsibility efforts to ensure that consumers view them as driven by intrinsic (genuine) rather than extrinsic (profit led) motivations.
Having been involved with the establishment and running of the International CSR Excellence Awards, which recognise and reward CSR best practice, we naturally wanted to look at a CSR Accreditation scheme. It was clear to us that organisations that deliver on their Social Responsibility promises needed a platform other than the CSR Awards to communicate their Social Responsibility success stories.
We have embarked on a journey to define a Social Responsibility framework which we could use to establish a global CSR Accreditation scheme. With backgrounds in brand reputation and the establishment of Ecobrand we understood very early on that achieving a CSR Accreditation offers organisations the opportunity to talk about the positive Social Responsibility activity they are engaged in. It is an invaluable marketing tool that improves a company’s public image and relationship with consumers. The application process provides a template for an organisations Social Responsibility Policy. A Social Responsibility Policy connects you with the community that surrounds you, ensures you act responsibly with regard to the environment and helps you value and look after your staff while ensuring that your products and services are delivered ethically and responsibly.