MNG81001: Communication Strategies for Corporate Social Responsibility

This report examines the critical role of communication in achieving sustainability and corporate social responsibility (CSR) goals within businesses. It highlights how effective communication among stakeholders is essential for planning and implementing long-term sustainability strategies, enhancing brand positioning, and ensuring transparency. The report discusses the importance of CSR activities, driven by factors such as societal contribution, environmental concerns, and legal requirements. Examples of companies like Adobe and Uber are provided to illustrate successful CSR initiatives and their impact. The report concludes that communication fosters trust, coordination, and sustainable growth, emphasizing the need for organizations to prioritize communication strategies for long-term success and positive societal impact. Desklib provides access to similar solved assignments and resources for students.

Business communication
Communication of sustainability and corporate social
responsibility

Executive Summary
One of the most important aspects of any new business is communication. All the businesses aim
for sustainability. This report highlights upon the importance of communication while
understanding and adopting sustainability strategies for the business. Organizations put a lot of
efforts in ensuring that their business remains sustainable in the industry. An organization’s
sustainability measures are aimed at making sure that businesses sustain for long term and at the
same time the overall environment becomes more sustainable for overall growth of individuals,
societies and industries.
Corporate social responsibility of an organization involves efforts to do its bit and give back to
the society. These CSR initiatives involve taking steps towards environmental conservation and
upliftment of societies. These CSR initiatives assist in the overall growth of the environment,
industry, society and aid in setting the right positioning of the firm in the minds of its customers.
Various businesses including Adobe, Patagonia and Uber have made a significant mark in the
society through their commendable efforts towards sustainability.
Corporate social responsibilities and sustainability of the business can be effectively
accomplished through proficient communication among different stakeholders of the business.
This communication for sustainability plays a significant role in leading to long term success of
the organization and ensures that businesses are successful in the longer run.

Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................2
Communication of sustainability.....................................................................................................2
Corporate social responsibility........................................................................................................2
Why Corporate social responsibilities?...........................................................................................3
Examples of CSR.............................................................................................................................4
Adobe...........................................................................................................................................5
Uber..............................................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

Introduction
Communication ideally involves transfer of ideas, feelings or thoughts from one person to
another person or a group of persons. Communication forms the backbone of every business and
every transaction. Every business aims for a long term sustainability. This sustainability refers to
long term survival of the business as well as the environment. All the communication that takes
place within an organization that assists in planning for and implementation of long term
sustainability plans is referred to as communication of sustainability (Godemann & Michelsen,
2011). In order to plan sustainable activities and implement strategies for long term sustainability
of any organization, it is important that the stakeholders of the business communicate freely and
openly.
Communication of sustainability
Communication tools and modes also plays a critical role in ensuring effective communication of
sustainability (Tewari & Dave, 2012). It becomes the responsibility of the leaders of the business
to ensure that proactive and proficient tools and well defined channels of communication are
established and adopted in the organization. Sustainability of the business and that of the
environment is critical for the long term profitability of the business as well as a positive
positioning of the brand in the minds of its consumers. Therefore, organizations put various
efforts and adopt sundry strategies to make sure that
Corporate social responsibility
One of the crucial strategies adopted by businesses in order to sustain in the industry and in the
environment include CSR activities. CSR activities or corporate social responsibilities of any
business includes all those activities that a business entails as its contribution to the environment
and the society at large. There are various organizations that invest heavily in their CSR
activities and considered socially responsible (Schwartz, 2017). These businesses take steps
towards building a sustainable future for all their stakeholders. Even while conducting these CSR
activities, communication plays a key role in ensuring that businesses adopt the most appropriate
strategies, these strategies are effectively implemented and that various stakeholders of the
business are made aware about these activities.

Corporate social responsibilities of organizations have been able to make a significant difference
in the world and the society that we live in today. These CSR activities are attempted at making
the world a better place. These strategies can involve reducing carbon footprints of the world or
empowering a certain section of the society (Tai & Chuang, 2014). Either way, it is the
communication among stakeholders of the business that helps organizations in adopting an
effective CSR activity that is sustainable and has maximum impact.
Why Corporate social responsibilities?
There are various reasons behind organizations putting efforts in their CSR activities. Businesses
use these strategies as a chance to give back to the society that has given the business a platform
to grow and sustain in the industry. The increasing amount of businesses has a very direct and
very dangerous impact on the environment. Manufacturing units cause immense air pollution.
The waste from businesses hampers the water supply and pollutes the air that we breathe in
leading to increased carbon footprints. Increasing number of businesses also lead to increased
consumer demands and improved customer lifestyles. This further enhances the average
pollution caused by an individual. Therefore, it becomes imperative for organizations to put
efforts in reducing these pollution levels and giving back to the society in order to ensure long
term sustainability of the business.
Secondly, certain governments have also entailed a legal requirement for businesses to invest in
CSR activities. Such measures by the government have been taking after severe deterioration of
our plane and society. Owing to these measures by the central or state government, organizations
are bound to invest a fixed percentage of their income in CSR activities (Brammer, Jackson &
Matten, 2012). Besides a legal obligation, certain governments also encourage organizations to
invest in CSR by offering them tax rebates over these activities.
Thirdly, investing in CSR and efficiently communicating the same to organizational
stakeholders’ leads to improved positioning of the brand in the minds of consumers (Green &
Peloza, 2011). Positioning refers to the image of the brand that customers hold. This is important
in order to instil trust and respect towards the brand. This is why communication regarding the
CSR activities plays a significant role in the growth of the business. It is only this
communication that guides organizations about the most appropriate and required CSR activities

as suggested by different needs of stakeholders of the business and the desired positioning
strategy adopted by the brand. Also, this communication ensures that the CSR efforts of the
business are communicated transparently to all the stakeholders and that all these stakeholders
are well aware about these efforts.
Examples of CSR
There are various organizations that have been putting remarkable efforts in their CSR activities.
These organizations are socially and environmentally responsible and have created a significant
mark in the global environment through their efforts. These organizations and their contributions
to the society have set an example about the responsibilities that an organization must fulfill for
the long term sustainability of the business. Few of these organizations are as below:
Adobe
Adobe is a leading software firm based in the United States of America. The brand dominates the
industry with its offerings, customer service and continues innovation. But besides that, Adobe
has set a solid example of responsibility by its tremendous efforts towards conserving the
environment. Adobe has created green office across the globe which reduce carbon footprints.
The brand has a state of the art waste disposable system. Currently, the organization has
successfully completed over 185 energy projects which are aimed at reducing overall energy
consumption throughout Adobe offices around the world. The brand has successfully reduced its
usage of electricity by 50%, use of domestic water by 79%, use of water for irrigation by 71%,
use of natural gas by 30% as well as installed 20 turbines and wind spires (Adobe Sustainability,
2018). Adobe has been a source of inspiration for many organizations across the world. The
brand’s efforts have garnered the organization various awards, accolades and immense
recognition throughout the globe.
Uber
Some organizations conduct CSR activities which are different from their business activities. On
the other hand, some organizations find way to make a difference in the world by incorporating
societal and environmental responsibilities in their offerings. One such effort has been made by
leading taxi company Uber by starting the car pool service. Uber pool allows customers traveling

in the same direction to share their cab and pay half the price (Halbheer et. al., 2017). The aim of
the brand was to reduce the overall pollution levels in the atmosphere. There are millions of
customers who share their cabs to work and home on a daily basis. This leads to reduction in
carbon footprints and overall consumption of fresh air (Wolfson & Lin, 2017).
The impact of Uber pool is evident and this is why various governments are encouraging their
citizens to use the brand’s service. Among the top ten polluted cities of the world, New Delhi
from India ranks sixth. On world environment day, Uber released an index or a green index that
threw light on the data that introduction of Uber Pool in New Delhi has helped the Indian capital
conserve 936000 liters of petroleum ever since its launch (Business Standard, 2017). Releasing
this data helped the brand in communicating its efforts towards conserving the environment. This
communication led to enhanced awareness regarding the impact of the brand’s offerings and
hence led to improved positioning and increased government support.
Conclusion
Communication for sustainability or corporate social responsibility of organizations play a
significant role in the growth of the organization in the industry, sustained existence in the
market and positive positioning in the minds of consumers. Sustainability is the much talked
about issue that confronts various industries. The changing environment and increasing
competition makes it imperative for organizations to put additional efforts towards ensuring their
sustainability in the business (Rice & Atkin, 2012).
Communication plays a crucial role in sustainable growth of a business. This helps businesses in
understanding and identifying the most appropriate strategies for sustainable growth.
Communication among stakeholders regarding sustainability creates transparency, trust and
coordinated growth. Corporate social responsibilities of the business allow organizations to give
back to the society and do their bit in conserving the planet and uplifting the society that we live
in. Various organizations like Uber, Adobe, Patagonia, Peerby and New Belgium Brewing are
putting tremendous efforts and setting excellent examples for other businesses to follow. These
CSR activities are critical for organizations and effective communication in this process ensures
proficient impact of the same.

References
Adobe Sustainability, 2018. ‘Energy conservation’. Available at
https://www.adobe.com/in/corporate-responsibility/sustainability/energy-conservation.html.
Accessed on 05 June, 2018.
Brammer, S., Jackson, G. and Matten, D., 2012. Corporate social responsibility and institutional
theory: New perspectives on private governance. Socio-economic review, 10(1), pp.3-28.
Business Standard, 2017. ‘World Environment Day’. Retrieved from http://www.business-
standard.com/article/current-affairs/world-environment-day-how-uber-saved-fuel-reduced-
pollution-in-delhi-117060500249_1.html. Accessed on 05 June, 2018.
Godemann, J. and Michelsen, G., 2011. Sustainability communication–an introduction.
In Sustainability Communication (pp. 3-11). Springer Netherlands.
Halbheer, D., Gärtner, D. L., Gerstner, E., & Koenigsberg, O. (2017). Optimizing service failure
and damage control. International Journal of Research in Marketing.
Rice, R.E. and Atkin, C.K. eds., 2012. Public communication campaigns. Sage. United
Kingdom.
Schwartz, M.S., 2017. Corporate social responsibility. Routledge. United Kingdom.
Tai, F.M. and Chuang, S.H., 2014. Corporate social responsibility. Ibusiness, 6(03), p.117.
Tewari, R. and Dave, D., 2012. Corporate social responsibility: Communication through
sustainability reports by Indian and multinational companies. Global Business Review, 13(3),
pp.393-405.
Wolfson, O. and Lin, J., 2017, May. Fairness versus Optimality in Ridesharing. In Mobile Data
Management (MDM), 2017 18th IEEE International Conference on (pp. 118-123). IEEE.