Beyond the Words Accountability in Corporate Social Responsibility

We all make promises, both personally and professionally. But how often do we keep them? How often do we think about the ramifications if we don’t? Staying true to our word says a lot about our character and our values. And, as it relates to our corporate identity, it says even more. Broken promises, along with words without action, can easily be deemed hypocritical to both employees and clients. In some cases, this can damage relationships beyond repair, especially as it relates to issues with strong emotional attachment, such as those with a foundation in corporate social responsibility.

According to Investopedia, “[t]he term corporate social responsibility (CSR) refers to practices and policies undertaken by corporations that are intended to have a positive influence on the world. The key idea behind CSR is for corporations to pursue other pro-social objectives, in addition to maximizing profits.”

CSR is essentially a type of business self-regulation. No one is telling CEOs and other leaders that they have to do something … well, not directly anyway (but if they listen carefully, they will hear those sentiments loud and clear). The goal is to be socially accountable in any one of numerous ways. Diversity and inclusion in the workplace, improving communities, and protecting the environment are just a few of the many important initiatives companies work toward in their CSR goals. Regardless of the cause or mission though, as with much in business, and in life, it comes down to accountability. And accountability is built on commitment.

Where Are We a Year Later?

Think about the past year alone with regard to diversity and inclusion initiatives. Last year, right around this time, companies throughout the country made internal statements to their teams; public announcements to their shareholders, key stakeholders, and customers; and social media posts, including all the right words and hashtags, about what they were going to do as their part in making not only their company, but their community, more inclusive and diverse. We saw it all. Or did we?

One year later, have we truly seen action beyond a social media post or some kind of public statement? Are companies holding themselves accountable to the goals they so publicly broadcast? If so, it should be celebrated and embraced, with a continuing commitment to their corporate social responsibility. If not, it’s time to take a hard look at why and consider ways to transition.

Accountability … Or a Lack Thereof

Often, a lack of accountability with regard to corporate social responsibility comes down to leadership. Some leaders don’t believe there is a problem, while others acknowledge it, but don’t believe it is up to them to solve the problem. Still others want to avoid conflict, with the mentality of keeping their heads down and their voices silenced – clearly, never a way to lead.

If you’re considering your own accountability as it relates to social responsibility, you may want the ask yourself the following:

• How clear were you with your statements?
• Were those statements in alignment with your intentions?
• Do you understand what others are expecting of you at this time?
• Are you demonstrating ownership for the results expected?
• As a leader, do you see the connection between your role and organizational success?

Without accountability, trust is quickly derailed, particularly when it is something people care about, such as social initiatives. Only when our thoughts are aligned with our words and our words aligned with our actions can true accountability occur. Being specific in our communication, transparent with our team and the public, sharing goals and tracking them not behind closed doors, but in front of all key stakeholders or even entire teams, and providing positive and negative reinforcement are all ways to keep ourselves accountable in the workplace.

Many companies started the right way last year. They had good intentions and followed up with strong statements and sentiments. They may have even set and communicated ambitious goals. And there is no doubt that those words were impactful, but if they have not been aligned with subsequent action, they won’t hold as much meaning going forward. In fact, the old adage, “actions speak louder than words” has never been more appropriate.

Companies have a real opportunity at this time to distinguish themselves not only as an organization that values commitment to social responsibility, but an organization that values its words and intentions. Today, we live in a socially conscious environment – one in which companies are being held accountable for implementing social change. Quite frankly, we expect more from each other and from the companies with whom we do business.

For more information about committing to corporate social responsibility and how to keep your company and leaders accountable, please email us at hello@thewinwoman.com .

Until next time, keep Building Your BADASSERY.