The Intersection of CSR and Brand Purpose

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

Here's a partnership that rights holders and brands can work together on, and it's good for the community... I'm excited to see more partnerships that go beyond signage and instead focus on real impact. The Seattle Sounders FC (my local MLS Team) and Puget Sound Energy (PSE) have launched a multi-year collaboration that fuses purpose, education, and community outreach while aligning with fan values and club culture. This partnership is the kind of strategic thinking that raises the bar in sponsorships. Seattle Sounders FC and Puget Sound Energy (PSE) have announced a new multi-year partnership focused on energy efficiency, sustainability, and impactful community outreach. Why is this important? - Purpose-Driven Partnership: PSE becomes Sounders FC's Official Energy Efficiency Partner, aligning brand purpose with community needs. I'm a big fan of these because rights holders can be the echo chamber for messaging. - Localized Community Impact: The partnership centers on reaching underserved households and educating them about PSE's energy-saving programs. - Player Ambassador Activation: Midfielder Pedro de la Vega will be the face of the campaign, helping to bridge the gap between fans and public resources. - Cultural Relevance: Tapping into the passion of soccer fans to inspire action around sustainability and energy awareness. Within Washington State, soccer has a very passionate fan base. - Strategic Alignment: Combines sport, environmental responsibility, and social good—all pillars of modern brand partnerships. How brands can activate partnerships like this: - Leverage player ambassadors for trust and reach. - Focus on CSR-related initiatives that resonate locally and regionally. Use team platforms and channels to scale educational messaging. - Partner with nonprofit arms (e.g., RAVE Foundation) for grassroots programming. When brands and rights holders lead with purpose and deliver measurable value, the result is more than just impressions—it's impact. This collaboration is a model for how teams and utilities (or other service providers) can empower communities while building affinity. For more, we're always here to help. #sportsbiz #partnership #heretohelp

88% of Companies Say Sustainability Drives Value So Why Are So Many Still Rolling Back, Withdrawing or Greenhushing Their Commitments?! 💡 According to a new Morgan Stanley report, 88% of global companies view sustainability as a core driver of long-term value, and over 80% can measure ROI from their efforts. 😳 And yet companies like PepsiCo are pushing back on their climate goals - according to the The Wall Street Journal . “We had anticipated stronger policy support, increased investments, more regulatory action to drive change…and honestly many of those expected shifts didn’t materialize.” So, What's Really Going On? According to the report, companies that believe in the value of sustainability are often the ones not able to invest fast enough. They haven't yet figured out how to commercialize sustainability. Despite proven ROI, many companies still see sustainability as an expense, not a growth engine. Yet, those who do invest are already seeing returns in profitability, customer loyalty, and brand equity. Here’s Our Top 5 On What Leading Brands Are Doing Differently ( who treat sustainability as core driver of long-term value). ♻️ 1. Operationalizing their Sustainability Story Making sure brand purpose, promise and positioning matches the operational, business strategy and supply chain reality. Doing the right thing. And doing the right things. ♻️ 2. Measuring and Translating ROI into Brand Health / Tracking Language. They’re not just tracking emissions—they’re tracking the impact on consumer preference, retention, and perception. They’re linking sustainability to the drivers of purchase intent and brand value, not just compliance. ♻️ 3. Investing in Climate Readiness as Brand Insurance Resilience—whether in logistics, product design, or sourcing—is now a core brand asset. A disrupted supply chain is a damaged brand. And there’s usually  lots of positive human impact and CSR related stories to tell. ♻️ 4. Building Cross-Functional Coalitions Brand and sustainability must work in lockstep. Aligning goals, language, and metrics to speak fluently to both your audience and your C-suite. ♻️ 5. Making Sure The 'Why' of Purpose is connected to the 'Way' of Profit. If you lead brand and / or sustainability in a consumer-facing business, the real question is often: Why is the brand story still disconnected from the sustainability one? 👀 Let me know if I'm missing any!? Here Grounded World, we call it ‘sustain-agility’ and it ensures that your purpose and positioning are connected to the operational and commercial drivers of your business. The good news - it can all be mapped out and connected back up in a day. Drop me a DM and happy to share more or take a look at https://lnkd.in/eEpEySEw Link to the Morgan Stanley report in the comments 👇