How to embrace a grassroots approach to CSR

 How to embrace a grassroots approach to CSR

- by Valentina

 

A grassroots, fundamental approach to Corporate Social Responsibility is based on the idea that the impact of companies on society should be focused on the necessities of its stakeholders. These can be assessed by welcoming community principles, considering not only the needs of the CEO and the top executives, but also those of who contributes to raising their voices. 

For this reason, the CSR strategy should be rethought as a BOTTOM-UP, instead of a top-down one. 

To manage to do so, it is mandatory to:

1. UNDERSTAND the needs of the society, which inevitably influence the environment in which companies operate.
2. After that, it is crucial to ENGAGE with consumers, taking into account what they want. In this, social media are the key instrument by which businesses can increase, involve and grasp the requirements of their audience.
3. Then, another important step to take is to REFLECT on the core purpose of the firm and the real necessities of its workers, in order to build coherence between the tools, skills and competences used to achieve the final goal. In such a way, everyone takes a small but active part in the decision making process.
4. Finally, the last thing to do is to RELATE with people, by developing one to one interactions that allow to recognize clearly their preferences and values.
   
   
   

 

By following all these rules, firms are able to deeply understand their stakeholders’ goals and motivations, creating common goals able to mobilize people through the employment of their energy.

The building of these relationships can therefore be considered as a way to get a more conscious, sensitive, engaged and linked organization. 

A grassroots approach has the potential to nurture shared responsibility from all involved stakeholders and to provide the means to elaborate and consolidate an effective CSR programme.

The perfect balance between the satisfaction of citizens and local, community institutions’ needs can be achieved in this way.

But how can firms actually start this process?

By sponsoring and promoting local events, significant for the community they live in and are part of. 

And most importantly, by not limiting themselves to giving money but instead engaging in first person in the activities. In this way the monetary and human resources merge into the same direction of investment, providing the tools to better sustain and develop the community. 

Even if social gains are not easy to be measured and recognized, they should never been underestimated.

As a matter of fact, young consumers of today are always more demanding to firms to have a sustainable footprint and a beneficial social impact.

For theirs and future generations’ tomorrow.

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