How social responsibility gains internal and external loyalty

The answer is corporate social responsibility (CSR). It’s a broad term referring to the social good your organization does locally, nationally or globally. It can take a variety of forms from volunteering at the local food pantry to partnering with a national cause like the American Cancer Society.

Corporate benevolence works in your organization’s favor. More and more employees, particularly millennials, care about social activism. Consumers care, too, and are likely to pay more and be more loyal to brands with a CSR component than to those without.

That’s all well and good, but how do you go about it? Here are six tips:

1. Align social good with brand values.

When it comes to partnering with a charity or promoting a cause, think about the work your own organization does and the product or service it offers. Which cause is a natural fit? If you’re in the tech industry, you might consider mentorship programs with teens or girls.