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Connecting Your Company Purpose to Social Causes

Posted By Administration, Tuesday, February 20, 2018

For purpose-led companies and cultures, a commitment to business and social responsibility is an investment in the future, not a fad. Achieving a positive ROI from that investment starts with having a corporate social responsibility (CSR) plan. It will provide a strategic framework for your CSR-related efforts and connect your company value proposition and purpose with the societal challenge you chose to take on.

So what next?

The United Nations, who has called upon businesses to do their part in achieving their 17 sustainable development goals (SDGs) encourages companies to start with conducting business responsibly, and then pursue opportunities to solve societal challenges through business innovation and collaboration. Companies can connect purpose to a social cause by connecting with one of their SDGs.

GOAL 1: No Poverty

GOAL 2: Zero Hunger

GOAL 3: Good Health and Well-being

GOAL 4: Quality Education

GOAL 5: Gender Equality

GOAL 6: Clean Water and Sanitation

GOAL 7: Affordable and Clean Energy

GOAL 8: Decent Work and Economic Growth

GOAL 9: Industry, Innovation and Infrastructure

GOAL 10: Reduced Inequality

GOAL 11: Sustainable Cities and Communities

GOAL 12: Responsible Consumption and Production

GOAL 13: Climate Action

GOAL 14: Life Below Water

GOAL 15: Life on Land

GOAL 16: Peace and Justice Strong Institutions

GOAL 17: Partnerships to achieve the Goal

When identifying causes, and ultimately developing strategic partnerships with nonprofits, it is important for your company to have a logical connection to your partner in order for it to be viewed as credible by your stakeholders. This strategic connection can come from a market opportunity, your operating context, your unique brand differentiator, employee interests or from a disaster or event that affects people or places important to your business. For example, the food service industry is more likely to support hunger (SDG#2) or wellness initiatives than something involving pets, or the outdoor industry might focus on climate action (SDG#13) versus human rights.

We encourage you to refer back to the UN’s 17 sustainable development goals to see how your business could support these priorities. Keep in mind that not all causes, especially those in greatest need on a local level, may not fit into one of these categories. The concept of identifying causes directly related to your industry still applies.

Tags:  cause  goals  purpose  strategic partnerships  UN sustainable goals 

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