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generate support and participation . When these stakeholders are not brought on board , the reach and effectiveness of CSR initiatives will be limited .

Then there is the issue of focus and unrealistic expectations . Many companies tend to have a short-term outlook when it comes to CSR . They expect quick results and immediate returns , which may not align with the long-term nature of CSR initiatives . Building sustainable impact often requires patience , persistence , and a long-term commitment .

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Effective CSR programmes have also helped many companies to attract and retain a motivated and socially conscious talent as well as opening opportunities for fruitful engagement with employees , customers , suppliers , local communities , regulatory bodies and many other stakeholders .

But the major challenge for companies lies in measurement and reporting the impact of CSR initiatives , particularly when it comes to quantifying social and environmental outcomes . Companies may struggle to define appropriate metrics , gather relevant data , and report impact accurately . Without robust measurement and reporting systems , it becomes challenging to demonstrate the effectiveness of CSR efforts .

So how can companies achieve meaningful impact with their CSR programmes ?

During climate change crisis , economic recession , and social unrest , consumer expectations and demands for more sustainable practices have become higher than they have ever been , and they have withstood the pressures of various crises . It is therefore imperative that companies embed CSR into their sustainability agenda to make the initiatives more impactful .

Embedding CSR in a business ' s sustainability agenda involves integrating CSR practices and principles into the core strategies , operations , and culture of the organization .

In 2019 , Ipsos ’ Global Trends survey in 33 markets found that concern for the environment ( or “ climate emergency ”) was the number one value that united people around the world . In September 2020 , another survey found out that there was an increase in concern that we are headed for an environmental disaster if we don ’ t change our habits quickly .

Importantly , the public puts the onus of responsibility on companies ( over the government or themselves ) to ensure consumer products are environmentally and socially responsible . This rise in public concern and expectations is not the only mounting pressure on industry to make sustainable changes .

There is increasing global recognition that business as usual is no longer viable . This is well captured in the opinion of the World Economic Forum , Davos in 2020 : “ By now , we all understand the importance of investing in sustainable business practices . What was once considered a company mission to do social good is now a business imperative . The proof is easy to see .”

The opinion of the World Economic Forum is represented by businesses around the world . In August 2019 , the Business Roundtable overturned a 22-year-old policy statement that defined a corporation ’ s principal purpose as maximizing shareholder return and adopted a new ‘ Statement on the Purpose of a Corporation ’ which declares that companies should not only serve their shareholders , but also deliver value to their customers , invest in employees , deal fairly with suppliers , and support the communities in which they operate .

With this opinion in mind , businesses that seek to make impact need to first establish a clear purpose and set of values that align with sustainability and social responsibility . This provides a guiding framework for all CSR efforts and ensures alignment with the organization ' s overall mission and vision .

They need to identify the social , environmental , and governance issues that are most material to the business and its stakeholders . This will help prioritize CSR focus areas and ensure that efforts are targeted where they can have the most significant impact .

Integrating CSR goals and objectives into the overall business strategy will align CSR initiatives with the organization ' s longterm vision and incorporate them into key decision-making processes , such as strategic planning , budgeting , and performance evaluations .

As noted earlier , involving every stakeholder in the CSR agenda is important . Companies need to understand their expectations , concerns , and interests , and integrate their feedback into CSR planning and implementation . This will foster collaboration , ensure diverse perspectives , and enhance the relevance and effectiveness of CSR initiative .

The targets should also be measurable . When a company establishes specific and measurable CSR targets and key performance indicators , it can track progress , monitor performance , and ensure accountability .

Providing training and capacity-building opportunities to employees at all levels will also enhance their understanding of CSR and sustainability issues . It will also foster a culture of responsibility and empowerment that will ensure all employees are aware of their role in supporting CSR goals .

There is need to develop a robust CSR communication strategy to share progress , achievements , and challenges with stakeholders . Transparent and authentic communication builds trust , enhances reputation , and engages stakeholders in the organization ' s sustainability and CSR journey .

When businesses embed CSR into their sustainability agenda , it ensures that social responsibility and sustainability become integral part of their operations , culture , and long-term success .

At Ipsos in Kenya , we help clients make better , more informed decisions and define priorities across their CSR and sustainability efforts . Our approach incorporates ease of implementation with the impact of action as well as important factors such as cost , time , and the extent to which potential activities will positively impact society and businesses .

Chris Githaiga , is the Ipsos in Kenya Managing Director . You can commune with him on this or related matters via email at : Chris . Githaiga @ ipsos . com .