"It's a new era for business: more and more business leaders recognize that their company's future is increasingly intertwined with the needs and demands of society. What many executives don't understand is how best to manage that changing relationship."
New research by Fresh Marketing reveals that employees are embracing the principles of corporate social responsibility - they want the change and they are looking for ways to bring their values to work. The research also reveals the uncertainty felt by executives over how to successfully address the environmental, and social impacts of their businesses.
Fresh Marketing has engaged many peers and business leaders in this conversation over the past few years. With the goal of supporting employees, we conducted the Corporate Sustainability Employee Study, a 9-minute online survey, in the first quarter of 2008. Study sponsors included Re:Vision, Kelley Campaigns and Natural Logic.
Addressing the environmental, social and economic impacts of business, or corporate sustainability, includes many areas that run deep and wide in an organization. This can include eliminating waste in the supply chain, reducing the carbon footprint of office buildings, ramping up corporate wide volunteer programs, ensuring that all workers are paid fair and equitable wages and reducing the toxins or harmful ingredients in products.
The 2008 Corporate Sustainability Employee Study reports on data collected from 129 employees from a range of large corporations to small and medium enterprises.
To delve more deeply on this topic, we also held in-depth conversations with thought leaders and willing employees.
Those who agreed to be quoted include interviews conducted with:
Michael Dupee - Head of CSR, Green Mountain Coffee
Tavia Bentley - Community Affairs Executive, PriceWaterHouseCoopers, UK
Amy Hall - Director of Social Consciousness, Eileen Fisher
Justin Smith - Business Development Manager, Domtar
Catherine Sanders - Project Manager, Morningstar, Inc.
Dianne Dillon-Ridgley - Board Member, Interface
Email: Saaron@freshmarketing.com for the full report.