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Corporate social responsibility: a value-creation strategy to engage millennials

Corporate social responsibility: a value-creation strategy to engage millennials PurposeThe purpose of this short piece is to share ideas on value creation strategies to engage millennials at work. This is in the context of changing requirements and expectations of younger workforce.Design/methodology/approachThe paper offers the viewpoint of this author which is backed by recent findings and surveys.FindingsCorporate social responsibility (CSR) has been instrumental in creating value and growth for businesses; however, Deloitte’s recent survey (2018) indicates that the younger generation of millennials are expressing grave misgivings about the true intentions and motivations surrounding a company’s CSR policy and ethical conduct. This piece offers three perspectives on CSR implementation strategies which are useful guidelines to generate enhanced value in the changing times.Originality/valueBusinesses have to be flexible and responsive by adopting appropriate CSR strategies in order to remain relevant and competitive. The three models in this viewpoint will help business managers to enhance engagement, create value, and build their businesses for stakeholders and wider society. Most importantly, these strategies will help in gaining millennials’ losing trust on businesses and streamlining strategic direction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Corporate social responsibility: a value-creation strategy to engage millennials

Ahmad, Tashfeen
Strategic Direction , Volume 35 (7): 4 – Jul 11, 2019
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0258-0543
DOI
10.1108/SD-11-2018-0232
Publisher site
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Abstract

PurposeThe purpose of this short piece is to share ideas on value creation strategies to engage millennials at work. This is in the context of changing requirements and expectations of younger workforce.Design/methodology/approachThe paper offers the viewpoint of this author which is backed by recent findings and surveys.FindingsCorporate social responsibility (CSR) has been instrumental in creating value and growth for businesses; however, Deloitte’s recent survey (2018) indicates that the younger generation of millennials are expressing grave misgivings about the true intentions and motivations surrounding a company’s CSR policy and ethical conduct. This piece offers three perspectives on CSR implementation strategies which are useful guidelines to generate enhanced value in the changing times.Originality/valueBusinesses have to be flexible and responsive by adopting appropriate CSR strategies in order to remain relevant and competitive. The three models in this viewpoint will help business managers to enhance engagement, create value, and build their businesses for stakeholders and wider society. Most importantly, these strategies will help in gaining millennials’ losing trust on businesses and streamlining strategic direction.

Journal

Strategic Direction – Emerald Publishing

Published: Jul 11, 2019

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