Best Practices For CSR And Business Strategy Alignment

A few days ago, I discussed how #CSOs are emerging as vital organizational players and trusted advisors to #CEOs. However, it's also essential to understand how they can support their #CMOs in creating differentiated brands and enhancing the organization's overall #reputation.           In a world where brands are increasingly greenwashing, it can be challenging for organizations and their CMOs to define strategies for leveraging authentic sustainability efforts. A 2023 Deloitte survey of 1,015 CMOs suggests a "be, say, do" approach as the key to success.          (Be) Internal Practices First - CSOs are critical in aligning stakeholders on sustainability objectives, benchmarking against peers, identifying performance gaps, and progressing towards ambitious NetZero goals. By connecting excellence in sustainability performance to messaging with certifiable data, CSOs enable CMOs to drive internal sustainability communications that resonate with authenticity and credibility.      (Say) Communicating Company Values Externally – The CSO can work with the CMO to take that internal communication and effectively package it with insights for external stakeholders to tell a compelling sustainability story. Together, they identify the most significant sustainability metrics aligned with the organization's understanding of its customer base and integrate sustainability and digital marketing tools for seamless external communication.      (Do) Developing External Practices Aligned to Values - CSOs collaborate with CMOs to extend sustainability concepts to sales, partners, and suppliers. Initiatives like carbon footprint reduction and waste minimization are done within a partner ecosystem that includes customers and suppliers, yield financial benefits, and contribute to planetary well-being.      Danone is a brand that has successfully implemented sustainable practices in its business operations. Their focus on the importance of food systems and agricultural transformation to tackle climate-related crises is evident.    In 2022, they appointed Henri Bruxelles, a senior leader with a strong background in marketing as CSO to connect value creation with value articulation. Their ambitious climate targets, including methane reduction, water preservation, and regenerative agriculture, are part of their sustainability roadmap, “The Danone Impact Journey.”     They aim to embed sustainability in every aspect of their business to become more resilient, future-fit, and competitive. As a result of their consistent and focused sustainability actions, Danone has achieved a Triple A score for the three environmental areas covered by #CDP: climate change, forest preservation, and water security, making them one of only ten companies to do so.     If you are a CMO, I would love to hear about your aspirations and challenges in building authentic #Sustainability/ #ESG narratives. 

1980: Impact is a buzzword stuck in a CSR report. 2024: Impact drives hiring, procurement, and product development. Here’s what forward-thinking companies are doing differently: 1. Break the silos Impact can’t sit in isolation. It needs to be part of every choice. Who you hire, which suppliers you work with, and the way you create products all matter. → Companies embedding impact in operations are seeing higher loyalty from employees and customers. → Treating impact as central to decision-making gives businesses an edge. 2. Redefine CSR A CSR program should change how your business operates, not just exist as a feel-good initiative. → Shift the focus from optics to substance. → Start asking: “Does this choice align with the purpose we stand for?” 3. Get every team involved Impact goals shouldn’t stay at the top; they need to resonate across all levels. → Schedule a workshop to identify how every department can contribute. → Example: Marketing drives purpose-driven campaigns, while procurement prioritizes sustainable suppliers. The result? → A company culture that aligns actions with values. → A brand that leads by example and attracts trust from customers and employees alike. The lesson: Impact works best when it’s embedded in decisions, not left on the sidelines. With purpose and impact, Mario

🤯 Over 60% of #CSR and corporate #SocialImpact initiatives fail. Here are the 8 most common mistakes — and what to do instead. (Full post here: https://lnkd.in/gRSXUDn3) 1: Short-Term Thinking That Ignores Long-Term Sustainability  60% of CSR initiatives fail. Why? Short-term thinking. 👉 What to do instead: Build a long-term roadmap with 3–5 year goals. Invest in programs that grow—not just trend. 2: Saying Yes to Executive Pet Projects That Lack Strategy 77% of CSR efforts aren’t aligned with business goals. Why? CSR Leads comply with Executive pet projects that derail strategy. 👉 What to do instead: Channel leadership energy into initiatives that align with core priorities and employee energy. 3: Failing to Proactively Plan for Inevitable Crises 1 in 2 CSR leaders are unprepared for the next crisis. Why? Lack of proactive planning. 👉 What to do instead: Build your rapid response playbook now. Crises are coming—prepare to lead, not react. 4. Overemphasizing Days of Service and Giving Campaigns Employee volunteer rates are down to 19.8%. Why? Overreliance on days of service and giving campaigns. 👉 What to do instead: Shift to high-impact, high-engagement programs that actually resonate with your people. 5. Copying What Worked for Someone Else Only 13% of CSR strategies are purpose-driven. Why? In lieu of a strategy, we copy something that worked at a successful company (i.e. Patagonia) 👉 What to do instead: Design from the inside out. Align with your people, purpose, and competitive edge. 6. Designing Programs Without Understanding Employee Behavior ~60% of CSR programs fail due to lack of employee engagement. Why? Designing in isolation. 👉 What to do instead: Treat employees like co-creators. Ask. Test. Build with them—not just for them. 7. Underestimating the Power of Skills-Based Volunteering Skills-based volunteering boosts retention by 50%. Why? Most CSR teams still focus on feel-good, low-impact volunteering. 👉 What to do instead: Scale-up accessible skills-based programs lead to deeper engagement and real impact (https://lnkd.in/gBQATwH2) 8. Waiting for Executives to Give You a Strategy and Budget 50% of CSR leaders say they lack resources. Why? Waiting for strategy or budget from the top. 👉 What to do instead: Don’t wait. Start small. Build wins. Create the case for support by showing what’s possible. (More tips: https://lnkd.in/gPabJtGX) Learn more: https://lnkd.in/gRSXUDn3