For instance, Google donated $1 billion to homeless programs in San Francisco in recognition of the impact Silicon Valley tech-firms have had on the extreme housing crisis in the area. Whilst no doubt impressive, perhaps even more exciting are the examples of corporations who are aiming to reinvent their own business practices entirely to create more sustainable modes of operation. Following three years of work delivered by 100 employees and a $155 million investment from the company, Lego unveiled its first range of sustainable bricks in 2019. Produced entirely from sugarcane, the new models retained the characteristic qualities the Lego brand is known and loved for.
Lego was sensitive to the global impact of rampant plastic use and the local demands of its customers for more sustainable products. Instead of waiting for sales figures to drop, it found a way to mobilize the expertise of its employees, utilize the benefits of its facilities and create a new product that resonates with its business.
In my eyes, this is the core of what Corporate Social Responsibility can, and should, look like. However, don’t feel that CSR is the sole remit of companies with 6-figure reinvestment budgets.
By taking a leaf from Lego’s plant-based book and aligning CSR with company expertise it’s possible for businesses of any size to start an initiative that creates real value and resonates with the mission and vision your team works towards every day.