CSR Initiatives: Brand Authenticity

Oct 21, 2016 4:08:46 AM / by Gaurav Bhattacharya

Corporate Social Responsibility Initiatives

What are CSR initiatives?

Programs that corporations create to uphold their social responsibility to a community is considered as CSR initiatives (Corporate Social Responsibility initiative). These initiatives center around involving employees with community outreach programs. A company benefits from this exposure by engaging employees in non-work related activities and demonstrating positive ideals to customers. These initiatives tend to be planned by the company to involve as many employees as possible. They tend to focus on issues important to the local community within a company as well as building awareness of the global volunteering climate. The importance of CSR Initiatives is gaining a foremost importance with its impact on employee alignment through engagement, retention, and brand loyalty.

Brand Authenticity equals to Brand Loyalty

According to Help Scout Inc. brand loyalty has everything to do with shared values between a company and its customers. Aside from branding campaigns and online content, companies need to “show” that they are about the values they represent. The actions and authenticity of messages provides customers with a reason to align themselves with the company brand. The transparency of a company goes a long way with attracting loyal customers. In the modern age of consumerism, customers prefer to know how their purchase impacts their community around them. A study by Cohn & Wolfe found that 63% of consumers would buy from a company they consider to be authentic above its competitors. This statistic alone speaks about the resurgent importance of brand authenticity and its impact on loyalty in the market.

CSR Initiatives To Create Brand Loyalty

A comprehensive CSR initiative plan allows for potential customers to see that a company’s values are not just on a website but are also embedded within the employee culture as well. Authenticity is an attribute that is better realized in quantifiable actions. Employee volunteering in the community and corporations giving to charities of their choice is an excellent way to build rapport as an organic brand. Corporations that build this brand image with their constituents tend to have a stronger following. Executing CSR initiatives is one of the most innovative strategies in the 21st century for increasing brand authenticity and customer loyalty.


Want tips for aligning your employees to your mission and brand? See below!


Aligning Employees With your Mission


Topics: Corporate Social Responsibility, alignment, brand loyalty, CSR

Gaurav Bhattacharya

Written by Gaurav Bhattacharya

CEO and Co-founder @ InvolveSoft. Passionate about technology impacting the world.