Reward Trumps Risk: How Business Perspectives on Corporate Citizenship and Sustainability Are Changing
David J. Vidal
Two-thirds of companies see corporate citizenship and sustainability as issues of growing importance. Community and stakeholder involvement, corporate giving, and environmental sustainability/climate change top the list of such activities. Contrary to perceptions that external pressures such as the media drive citizenship and sustainability programs, the C-suite/board of directors and employees have the greatest influence on policy. Enhancing corporate reputation is the main internal driver for sustainability programs, and measuring results is the top challenge.