Rethinking Business Citizenship

The concept of corporate social responsibility (CSR) emerged in the 1930s and 1940s, was formalised in the 1950s and has been evolving ever since. Many early CSR policies were largely reactive, attempting to curtail or avoid criticism rather than support issues related to the business. Eventually, marketing departments leveraged CSR and causes more strategically to strengthen company brands and differentiate them from competitors. In the most recent wave of corporate citizenship, businesses have turned their attention to health, education, environment and other broad issues affecting society and their business; as well as the ability to generate revenue and profit.

The business citizenship tide is turning once again. Millennials, who have been called the largest, most diverse and most influential generation the world has ever seen, have very distinct ideas about how companies should behave. They don’t just want businesses to get involved, they need them to get involved.

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