From Corporate to Collective Social Responsibility

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From Corporate to Collective Social Responsibility

From Corporate to Collective Social Responsibility

Insights - Posted on Aug 12 , 2019 Comments

It is heartening to see the rising interest and compliance to the CSR mandate. Companies are realizing the value of contributing to social causes and the creation of trust and shared value. SROI's are in place to measure social outcomes, reports are being published by NGO's for corporates to manage their CSR better. But key question is "Are we really moving the needle on a particular cause" ? Lets take polio eradication as an example. It is eradicated almost completely, with stray cases being reported. How did this happen? Ad agencies, government, NGO's, media, individuals worked with one goal in mind. But can we say the same for skill development or education today? Take skill -Companies NGOs doing some really amazing work, but are they building the skill in industries where they are required? so the person can take up a productive job? What if a company spending CSR monies on skill building tied up with an industry that required talent, maybe like the retail sector, or garments, hotel industry ,which is growing, and ensure that the NGO partner trains for the particular sector, monitors and ensures that at least a large percentage are gainfully employed with the industrial partner. Lets ponder on this a little more.. With the governments focus on healthcare, how can the whole ecosystem of manufacturers, pharmas, suppliers , care providers come together to strengthen the governments hands, not by creating a parallel system, but identifying areas that they can contribute with an overall goal of "Health For All". An example I could quote here is the respiratory diseases campaign by Philips which brought together screenings at grassroots level with NGO's, doctors from hospitals helped with screenings in urban areas, local and national media helped drive message on awareness and diagnosis, digital teams enabled sensitizing youth. All this resulted in widespread awareness about respiratory diseases and the symptoms of COPD. Last but not the least, our employees were the true ambassadors of change. I know its neither easy to action with varied interests of different companies coming into focus, nor it is easy to execute once agreed. But baby steps can lead to huge impact.We should start thinking about it. What say?

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