Going Green: Corporate Commitment to Citizenship and Sustainability Issues Takes on a Greater Role
William R. Blackburn
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Companies say their emphasis on corporate social responsibility (CSR) is reflected in the structure and operations of their organizations as well in their communications practices. Examples of changes include increasing resources assigned to CSR and adding a new vice president to lead those programs; reporting corporate citizenship and sustainability performance; and improving corporate CSR metrics. CSR will continue to play a bigger role in the way organizations do business. However, such changes are likely to bring long-term challenges, including meeting customer-driven expectations of CSR; building CSR into a company’s overall strategy; and managing supply chain issues, such as sweat shops.