How PR has evolved CSR

Modernisation

Next week, I’ve been invited to take part of SCVO’s, The Gathering, the largest voluntary sector event in the UK.

I’m taking part in a panel event which aims to provide advice and information to charities and social enterprise on developing relationships with businesses, moving beyond traditional fundraising exchanges.

From CSR to ESG

Businesses are increasingly recognising that corporate social responsibility (CSR), isn’t just about good public relations anymore but about embedding environmental, social and governance (ESG) goals as key drivers of success.

Reading through Mercer’s Global Talent Trends report, it seems that what I’ve been preaching for the last 10 years, is now being realised by all organisations, across all sectors. Humanising brands has been a key part of my work, getting to the root of values and if they are really lived.

Similarly, when we look at ‘ESG’, we’re at the infancy of organisations really understanding what this means. We don’t want greenwashing. We don’t want lip service. Organisations have to fully understand, commit to and integrate ESG in the business, at all levels.

Doing it responsibly and doing it well is where funding will be provided, it’s where mergers and acquisitions will take place, it’s what will attract top talent.

Make it part of everyday work

Those of us experienced in ‘CSR’ have massively evolved the concept from simply donating to a local cause, to making it part of everyday work. Aura’s Synergy Framework has been used in a client organisation bringing all strands of its ESG together, aligning with the UN Sustainable Development Goals AND it can be reported on, regularly. That’s when you can start to see real-life impact.

I honestly think that Aura couldn’t have relaunched at a more appropriate time, and the Synergy Framework is the first stop for organisations to do the hard graft, before shouting about it!

The framework works across the organisation and brings in other services as collaborators. Collaboration is our biggest opportunity.

The event is fully booked next AND the waiting list is filling up. If you’d like to chat further about how CSR has evolved and how Aura can help your organisation accelerate to a sustainable future, drop Laura an email here. She’ll be glad to fix some time with you. Or, if you’re coming to the event next week, do say ‘hello’ to her!