Companies like Unilever and Interface have demonstrated that employee engagement in corporate social responsibility (CSR) isn’t just about corporate image—it’s key to achieving long-term business success. Integrating sustainability into daily routines ensures that CSR becomes a shared responsibility across departments.
Whether it’s production, marketing, or design, each employee contributes towards the company’s sustainability goals.
Empowering Employees with Purpose
Unilever’s approach involves appointing every staff member as a “Head of Sustainability.” This strategy ensures that CSR is woven into the fabric of daily work processes.
Similarly, Interface launched their “Fast Forward to 2020” initiative to empower employees at all levels, offering tools to adopt sustainable practices relevant to their specific roles. This personalisation is key to transforming sustainability from a top-down directive to a company-wide mission.
You might also like to read: The 4Cs of Sustainable Business Success
The Role of Social Technologies in CSR
The rise of social media has also redefined how companies engage staff in CSR activities.
At Wal-Mart, employees track personal sustainability goals on a platform called My Sustainability Plan, while Seventh Generation uses Practically Green to gamify water conservation efforts.
By offering visible, measurable, and rewarding initiatives, businesses not only enhance employee participation but also make sustainability fun and accessible.
This gamification taps into intrinsic motivation, leading to greater buy-in and long-term behaviour change.
Go to EcoBusiness.com to read the full article by Tania Ellis.
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