Corbis Trend: Corporate Responsibility 2.0

Posted on 6/18/2009 by Julia Dudnik Stern | Printable Version | Comments (0)

The corporate movement toward social responsibility is not a passing fad, says the latest Creative IQ Trends Report from Corbis. Businesses are increasingly embracing philanthropic programs and practices that embody consumer attitudes, which center on the environment, education and ethics.

Companies are reflecting the general population’s movement toward environmental sustainability. As eco-consciousness has swept the industrialized world, consumers have become increasingly conscious of “greenwashing” and circumspect of promotional hype. It became obvious that truly successfully businesses are those that embody environmental awareness, not simply promote it.

Just as among the public at large, the hyper-myopic “save the planet or die” mandate has expanded to a broader program of corporate good deeds. In what Corbis refers to as a new, softer side of business, corporate culture is increasingly mirroring social and embodying its values. Businesses try to build multi-ethnic, age-diversified, gender-balanced employee teams, promote teamwork and collaboration, contribute to local communities and encourage staff to do the same.

These corporate practices have been rewarded. Recent economics studies have found a positive correlation between a company’s profitability and social performance. The five criteria that have an effect on profits include environmental performance, advancement of women, advancement of minorities, charitable giving and community action.

“Customer loyalty, public credibility and investor confidence are gained by companies that are perceived to be doing the right thing,” summarizes the Corbis report. The company’s researchers add that the trend will have a defining effect on business-related imagery. Traditionally driven by money-and-power concepts of confidence, success and leadership, business imagery keywords will increasingly focus on trust, diversity, community, teamwork and giving.

Copyright © 2009 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


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