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:
- UNDERSTAND
the needs of the society, which inevitably influence the environment in
which companies operate.
- 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.
- 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.
- 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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