Finding 4 : Lack of focus makes Corporate Citizenship inefficient and harder to communicate .
Most companies ’ Corporate Citizenship activities lack focus and thus the link to an overarching social purpose .
* During our interviews , we recorded in writing particularly concise statements made by DAX Corporate Citizenship officers . These are cited in anonymized form at relevant points in the text .
90 percent of DAX companies have failed to articulate a focus for their Corporate Citizenship or are focusing on three or more issues that are not directly related to each other . This means that the focusing
“ Working from our central office , I cannot assess what actually matters in every location . That is best assessed locally .”*
of their efforts has actually decreased since 2017 . While a focus on multiple areas of concern is not necessarily problematic , in our experience it makes it more difficult to formulate clear goals and runs the risk of these uncoordinated efforts being less than wholly effective .
Corporate Citizenship offers a unique opportunity to advance a social purpose . Many companies ask themselves the question : “ What is the social value we are creating with our product or service ?” Corporate Citizenship becomes a vehicle to boost this social value . It allows the company to communicate a vision that inspires
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