With an evidence-based approach to defining social-purpose, businesses can rally stakeholders behind a meaningful corporate mission, and increase competitive advantage via an authentic, credible, and effective corporate citizenship program.
Business is in a period of rapid transition and increasing uncertainty. Trust in business is at an all-time low, and consumers, employees, and investors are increasingly demanding that businesses are transparent about their practices and look beyond their bottom line to create positive social value.
In this paper, Ipsos looks at the multiple ways in which business can use evidence to support the development of an authentic, credible and effective corporate citizenship program. The approach includes assessing geopolitical risk and material threats, consumer attitudes and behaviors, and stakeholder values during the process of program formation, as well as understanding the impact of solutions and appropriate approaches to internal and external messaging as part of program delivery.