Corporate Social Responsibility and Sustainability: Communication Aspects

Corporate Social Responsibility1
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Corporate Social Responsibility
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Corporate Social Responsibility2
Abstract
Sustainability plays a significant role in maintaining and balancing changes in an
institution. The social, environmental and economic issues are the main aspects of sustainability.
Numerous organisations have started adopting Corporate Social Responsibility (CSR) to
embrace sustainability. The corporate social responsibility is a business practice that allows
organisation to participate in initiatives that are advantageous to the entire society. The increased
development of consumer awareness on worldwide social issues is still in progress as well as the
significance customers place on corporate social responsibility (CSR) when selecting where to
do shopping. Communication has been regarded as an integral component that places the efforts
of employees towards achieving organisational goals. However, effective communication seems
to pose a major challenge for many organisations. Therefore, it is imperative for managers to
appreciate the impact of effective communication to tackle the issues that arise from
communication. This paper seeks to address and elaborate on the communication aspects that
relate to sustainability such as corporate social responsibility and the sustainability of the
organisation’s communication activities themselves.

Corporate Social Responsibility3
Introduction
Sustainability is the process that maintains changes and ensures that exploitation of
resources; technological development as well as changes in the institution is in harmony.
Sustainability is also defined in the field of the economic, social and environment. Some of the
key issues of sustainability include energy and climate change. It is projected that by 2025 the
global energy use will increase by 40 per cent. The common sources of energy include nuclear
power, biomass fuels and fossil fuels. The dependence of this energy sources will result in major
problems such as climatic change, resource depletion, and urban air pollution. Besides, the
nuclear power causes health risks to the community, workers and risk of catastrophic accidents.
With regard to climate change mitigation, individuals should start maximizing energy efficiency
and reduce the proportion of carbon dioxide produced by adapting current waste management
facilities. People should promote heat and power recovery from the disposed waste by use of
modern thermal treatment facilities.
Currently, the traditional business measures of market share and profitability are not
essential any more to determine the success of the company. Recent studies indicate that
stakeholders have become aware of the social and environmental issues and actively demand
corporate social responsibility behaviors and supporting actions in exchange for their trust
(United Nation 2010). This has made CSR become a global trend among institutions as well as
people (Corporate social responsibility 2013). The external and international pressures from the
general public, non-profit organizations, employees and potential investors have made the
organization to address these issues on different corporate responsibility agendas.
Organizations should address CSR as a value and profit generating factor instead of
seeing it as an expense. According to Du et al (2011, p.1), socially responsible practices