Many companies care about corporate social responsibility (CSR). But putting it into practice requires more than CEO speeches and company policies; managers and employees have to be on board, so that initiatives can be implemented and momentum for CSR can be sustained. Our research found that CSR managers are critical change agents in this regard – but their role needs to be recognized and strengthened if firms want to become leaders in sustainability.
How CSR Managers Can Inspire Other Leaders to Act on Sustainability
Based on interviews with 54 CSR managers in German multinationals.
January 10, 2019
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Summary.
Many companies care about corporate social responsibility (CSR). But putting it into practice requires more than CEO speeches and company policies; managers and employees have to be on board, so that initiatives can be implemented and momentum for CSR can be sustained. CSR managers are critical change agents in this regard – but their role needs to be recognized and strengthened if firms want to become leaders in sustainability. Interviews with 54 CSR managers in German multinational companies reveals four tactics the managers found to be most effective at mobilizing others: 1) build a network of internal allies; 2) make sustainability resonate; 3) identify adequate incentives; 4) use external and internal benchmarking.