No One Likes a Poser: How to Communicate CSR with Integrity
Image by Todd Coats
Corporate Social Responsibility
09.11.2008
Then, appreciate that the words “organism” and “organization” are actually synonyms:
or·gan·ism [awr-guh-niz-uh m] – noun: Any complex thing or system having properties and functions determined not only by the properties and relations of its individual parts, but by the character of the whole that they compose and by the relations of the parts to the whole.1
While the definition above works for either word, organism seems to also evoke life. And if they are synonymous, then organizations are living things. And brands are living things. They are “organic.”
As such, brands are meant to grow, fulfill a role in the lives of others and contribute. Their core genetics remain the same, but an evolved brand will adapt.
Adaptation is often fueled by change, and one of the major changes we as brand stewards currently face is the growth of the mainstream consciousness as it relates to our communities and environment.
So how does authenticity enter the picture? The majority of organizations are not doing as much as they can for society and the environment. The mainstream may be significantly more aware, but positive action typically follows awareness. So there’s a lag.
Admitting that lag exists is genuine. It’s okay to admit that your organization is exploring, but doesn’t have all the answers.
Sadly, many organizations are finding one or two dimensions of their offering that have an element of responsibility and touting it for the sake of appearances. The mainstream can smell this. This is corporate social irresponsibility. It’s fake. And it damages brands. No one likes a poser.
However, if your communications about your CSR efforts to those touched by your brand include realness in tonality and content and are backed by legitimate efforts, the authenticity will connect.
