Is corporate social responsibility just a buzzy concept, or is it here to stay? With a unique understanding of how a business assumes accountability for its economic, social, and environmental impacts, corporate social responsibility (or CSR) is more than a recent consideration. In fact, it has a long and important history rooted in forward-thinking industrialism and doing good.
The great Victorian industrialists Ford and Carnegie were famed for more than cars and American steel. As they built some of the greatest fortunes ever amassed in the United States, both also became renowned for their philanthropic efforts—a benevolent action that would also come to define their businesses.
These days, corporate social responsibility focuses less on specific issues and more on the activities of a business as a whole. To add to the potential confusion? There are a few accepted terms that can be used interchangeably, including corporate responsibility, corporate citizenship, and sustainable development.
The one thing that’s universally agreed upon is that, in a contemporary context, corporate social responsibility takes a more holistic approach. Responsible and engaged companies invest in everything from how employees and partners are treated to prioritizing the wishes of the local community and even making environmental considerations.
And believe it or not, there’s an unexpected partner when it comes to facilitating effective corporate social responsibility initiatives: artists. More and more, companies are recognizing that working with creatives is a standout way to brand themselves while making a positive impact and raising their profile in the public eye.
According to Culture Hive, “a positive corporate reputation is probably the most valuable asset that an organization can possess—and unguarded behavior and practice can destroy a positive reputation overnight”. Now more than ever, companies are highly visible and scrutinized, with any and all missteps immediately on parade.
But that also means that there’s an opportunity to take advantage of the potential attention and turn it into a positive. Corporate social responsibility, when partnered with the arts, is a high-visibility strategy that turns doing good into something beautiful. Let’s take a closer look.
Why invest in corporate social responsibility
News travels fast, and in this day and age, consumers show that they’re more informed about corporate activity and even willing to switch brands over issues of conduct and reputation. And people really are making purchases in alignment with their beliefs: in the United Kingdom, ethical consumerism is now worth 24.7 pounds, and the numbers keep trending upwards.
But corporate social responsibility is about more than putting on a happy face for consumers: it’s also critical to any business that’s hoping to attract the brightest and the best. In the U.K., 81% of young people believe in the power of responsible practices to improve profitability over time. What’s more, they also consider this information when choosing their employer.
With only 45% of workers believing that their employers actually commit to the values they’ve outlined, there’s a huge opportunity for businesses to flourish when they engage in new corporate social responsibility strategies. Why not set the stage and attract the best?
Corporate social responsibility invests in community
When businesses fund the arts, it typically looks one of two ways: marketing spends (like sponsorships), which creates a branding benefit, and corporate community investment budgets. “Community investment is a distinct part of CSR and relates to a company’s commitment to the community via the contribution of finance and skills. Companies often use their community investment activities as a way of contributing to social problems”.
These activities transform into a central part of a company’s communication strategy and demonstrate a firm commitment to responsible corporate behavior, which in turn has long-term implications for both businesses and the larger community. For example, did you know that the arts have historically been linked with lower crime rates and greater life satisfaction? This translates to making an area more desirable, which makes it more economically robust.
It’s a win-win situation: by investing in the local community, you can contribute towards an infrastructure that improves the quality of life. Philanthropic investments will raise your public profile, attract the attention of community members, and positively benefit everyone.
Quinn Antonio Briceño’s mural for Neiman Marcus’s “Leading with Love” campaign.
Corporate social responsibility and environmental action
Our planet is in need, and the reality is that consumers care—and they’re watching how companies function when it comes to their environmental impact. In fact, 66% of us consider sustainability when we make a purchase, and that same demographic is likely to extend this thinking beyond mere products and services.
Consumers care about who made them, and how, which means corporate social responsibility can ultimately influence consumer behaviors. How might you leverage your brand to reflect this ideology?
Turning to environmental art to transform your space has real world impact; both through the materials and methods used and via the conversations that are sparked. In fact, when you select artists that focus on sustainability in their practice, you’re demonstrating your own commitment to an earth-friendly life and reflecting your personal values, and that resonates on a profoundly deep level.
Corporate social responsibility engages workers in bold new ways
The most exciting thing about investing in new CSR strategies is that your efforts extend beyond the board room: in fact, you can create fresh new ways of engaging and even involving your staff. “Involvement can improve the creativity of organizations and its people, can inspire innovation and new approaches to work, and provide informal ways for staff to engage with each other.”
It may seem simplistic, but facilitating happier work environments with a greater mission creates a foundation for something bigger. A community is no better than the sum of its parts, and getting employees involved with arts initiatives is a powerful way to foster a sense of togetherness, improve communication, enhance creative problem solving, and establish a sense of pride.
Corporate social responsibility is about accountability
CSR is no longer just about differentiating your business: it’s critical to its survival. So with everyone entering the rat race, how might you further use this concept to stand out? By working with artists and/or curators to create a distinct initiative that looks good while doing good.
Identify what your key accountability issues are. Typically, most businesses prioritize certain points like:
- Economic: Businesses must plan with efficiency, resilience, fair trade, and profitability/sustainability.
- Legal: Companies must adhere to rules, regulations, policies, procedures, and best practices.
- Ethical: Businesses must act responsibly and in the interests of general welfare – even when it’s not legally required.
- Philanthropy: Corporations should contribute directly to their communities and social projects, even when it’s not obligatory or unessential to their day-to-day operations.
- Environment: Thoughtful enterprises should care about conserving natural resources and reducing their environmental impact, and environmentally conscious and sustainable art activities or activations can be a way to facilitate that.
- Human Rights: Corporate art has the power to address imbalance and social injustice by redirecting the focus to diversity, equity, and inclusion.
After you’ve chosen your primary initiatives, think about how you can turn action into a bold visual statement. If you’d like to highlight your commitment to environmental concerns, you might work with a local artist that comments on related themes or uses recycled materials. Or, if you’re concerned about human rights, you could create a large, community-forward piece that speaks to the diversity of your area and the unique roles that everyone plays.
Corporate social responsibility in action
As leading commercial curators, we’re no strangers to corporate social responsibility initiatives. And we pride ourselves on working with companies and artists that prioritize this aspect of their business. But what does this look like? And how might it work for your business? Let us show you.
In Troy, Michigan, we were thrilled to partner with retail giant Neiman Marcus to make their “Leading with Love” campaign come to life. And what better way to help such a powerful message resonate than by working with a local artist whose work consistently speaks to their love of community. Says artist Tony Whlgn:
“Leading with love allows me to show up in this world as my full self, which means I do what I love & love what I do. Being from Detroit, the Motor City, that’s a major component in keeping my drive to innovate as a person & artist. This piece is an example of how letting that love lead will always result in progressive connection – to yourself, your community, or even a new love. The story to be told with this mural is of two people falling in love from their initial introduction to making a true, effortless connection; This all happening here, from the parking lot to the inside of Neiman Marcus.”
Tony Whlgn’s mural for Neiman Marcus’s Troy location.
Meanwhile, in Ohio, Cedric Michael Cox contributed his bold abstracts and appreciation for local history into this gorgeous mural for the White Oaks community. “Geometric interplay and rectangular patterns reflect the architectural diversity of the region while powerful symbols also come into play: Cincinnati has a rich history rooted in the abolitionist movement, and the artist heralds the original significance of the north star while reminding us of how far we have come.”
Color, celebration, history, and pride come together spectacularly to create a piece that has the power to unite a community.
Cedric Michael Cox’s masterful murals celebrate a community’s history.
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How does corporate art harness so much power? The reality is, working thoughtfully with artists is fantastic PR: it elevates your business’s public image and can be leveraged as a marketing tool while benefiting the community. And incredibly, a thoughtful art curation can also stimulate a positive company culture by promoting meaningful experiences and connections for employees. Internally and externally, the value of corporate art is profound. Why not invest your own case study?
Do you believe in the power of corporate and public art? How have you noticed the arts shaping your own community? Let us know in the comments!
