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Corporate Social Responsibility – The Way Forward for Business Sustainability

CSR summits and forums play a vital role in recognising the work done by the CSR departments of the companies

India CSR by India CSR
in Articles, Corporate Social Responsibility
Reading Time: 3 mins read
Sustainability. Photo: India CSR

Sustainability. Photo: India CSR

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CSR as a marketing tool – Companies have now started portraying CSR as a marketing tool. Companies showcase their social responsibility work publicly through various media.


By Dr. Sarath R

Initially, businesses were run only for profits. It was said that a company which makes more money, is a good company. But now the definitions are being changed. The company which brings about a change is called as a good one. The change can be brought either as a change in the way people work or as a change in the way people think and act. Corporate Social Responsibility (CSR) is one of the ways companies are looking forward to bring about a change in society.

CSR has a new dimension

CSR was being followed by very few companies around the world. It was done initially by people out of self-interest which was being said as philanthropy. But now, CSR has a new dimension. Companies not only think of it as a compulsion by the government. It has also ended up as a tool of marketing.

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CSR as a marketing tool

CSR as a marketing tool – Companies have now started portraying CSR as a marketing tool. Companies showcase their social responsibility work publicly through various media. This helps in 2 ways. One, the company gets a huge publicity, both locally and on digital media for the work they’ve done. Secondly, their customer base increases. The 2nd one is quite an interesting phenomenon which can be quoted with an example.

CSR of ITC

Most of you might remember or would have used Classmate notebooks. On the back of those books, there used to be pictures and information about ITC’s aid to rural education which was cleverly mentioned as ‘ITC contributes Re.1 for rural and village education for every 4 classmate notebooks purchased’. This led to more and more people buying the Classmate books, even though they were a bit costlier as compared to other books. The people went it with the mindset that, indirectly they are also contributing somewhere and somehow to society. This resulted in a boost of sales for the Classmate notebooks. This is one of the various examples of how companies are using their CSR work as a marketing tool

Role of CSR Summits

CSR summits and forums play a vital role in recognising the work done by the CSR departments of the companies. In addition, they also recognise and award the companies, NGOs and other organisations who have played a major role in social work and upliftment of the weaker sections of society. This leads to more contribution from people who are happy to see their hard work recognised. It leads to what is called as the ‘Ripple Effect’ where being inspired by one person, more people follow the work and at times, can lead to a social movement.

As the saying goes, it’s not how much money you make that defines a company; it’s how much change you can affect, that really matters. CSR is truly the way forward for business sustainability, prosperity and growth.

About the Author

Dr. Sharath R, Executive Member, Kartavya –The CSR club, IIM Raipur.

Source: India CSR I August 19, 2018
Via: India CSR
Tags: Business SustainabilityCorporate Social ResponsibilityCSR Articles by Dr. Sharath RDr. Sharath R

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India CSR is the largest media on CSR and sustainability offering diverse content across multisectoral issues on business responsibility. It covers Sustainable Development, Corporate Social Responsibility (CSR), Sustainability, and related issues in India. Founded in 2009, the organisation aspires to become a globally admired media that offers valuable information to its readers through responsible reporting.

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