Intive Blog

Towards a more ethical Corporate Social Responsibility (CSR)

The fact that millennials are not “self-centered” as they were believed to be, is no longer news. Most of them prefer to work for corporations which are socially responsible and that generate a positive impact on the world and above all, in the future. Not only are they worried about their profile construction on social media as the old myth used to claim, that is clear and figures stand for it.

-91% of millennials are willing to change a brand for another which supports a social cause.

-66% of that generation use social media to support social causes.

After reading these statistics we came across on a Huffington Post article, we are positive millennials do not worry just about themselves but, what about companies?

As companies, we normally categorize people within different targets or segments to know their needs and wishes, to know what they expect from us and therefore build an effective and efficient communicative link with them. Baby boomers, Generation Z, Generation Y and the brand-new tweenials, hashtagers, globalists, evernets or whatever we want to call them, all these represent different consumer profiles, in addition to a complex set of attitudes, behaviors and different visions of the world. We know all their expectations, but today’s question is: What are ours?

When we key in “millennials” on Google we can find two types of results

  • Those about “problem areas” that this generation is bringing along to companies: brain drain, lack of commitment and capricious demands rank first. These articles normally pose possible solutions and strategies to follow.
  • Articles describing exactly why millennials behave the way they do, who they are and what characterizes them.

Both types of results are focused on addressing a need which is neither the millennials’ nor the world’s, but the companies’. In the first case the idea is to resolve issues, in the second, it is an attempt to identify better a generation as an audience to reach it in a more effective way with our communications and, ultimately, to sell more and better.

“Millennials see the workplace as an extension of who they are and what they represent”. Have we ever thought as a company who we are and what and/or who represents us? Which are our actual values? If we adopt a policy of CSR, shouldn’t we actually have a much deeper purpose than just attracting and retaining millennials or simply selling more to them?

In FDV Solutions we believe that we should not only worry about meeting the demand of CSR, but also to generate and feed it. We should keep the interest of millennials in the world, and take it as our own, not only because “people who were born between 1980 and 1999 look up to social and environmental efforts from companies” but also because we value and incorporate them to our own corporate system of beliefs and values.

Millennials can tell when a company is actually working towards changing its corporate culture from the base and foundations or when the superficial layer is being changed. They have access to multiple sources of information, they can read between the lines and they no longer buy messages which are not backed along with true purpose and a proof of the job carried out so far. That is why, the best way for us to be in tune with them is to “practice what we preach”, just like this generation normally does.

In intive-FDV we work on our Corporate Social Responsibility indepth to always ensure it is ethically and morally valid.

-In 2006, some of our partners founded Proyecto Nahual where today many of our members are still taking part by teaching testing to people from slums. Just to remember, Nahual works towards two goals:

  • Incorporate people to the IT industry, an industry that constantly generates quality jobs and with a view to meeting that demand.
  • Incorporate children to the education system.

We are always aware that the heart of these actions is the objectives we put forward before, and that other residual benefits such as mentions on the press because of our contributions, are only an additional return behind the satisfaction of being able to collaborate selflessly with such an important social cause. Nahual courses are given in 7 nodes in Argentina and 1 in Uruguay, going up to 8 in total. Over 60 people are currently incorporated to the plan.

-We also took part in the Commission for Inclusion DANE, a project focused on achieving a higher social inclusion for handicapped people. We contribute through technology and, specifically, through the development of apps for Down syndrome, Autism and Aphasia syndrome. Applications, of course, are tested within Nahual.

-We work hard when selecting projects on a daily basis and prioritize those that support some social cause, making sure all our applications offer accessibility features. We have developed fundraising apps for the United Nations or with educational purposes, such as Cell-Ed, for instance.

Incorporating CSR policies as values that build up or reinforce our company identity is what really makes a difference today. Do we actually want to create a better world for us all?

 

Paula Becchetti

Paula is the editor of intive’s blog. She holds a degree in Audiovisual Communication from Universidad Nacional de San Martín (UNSAM) and is a Content Manager specialized in blogs, web content, email marketing and social media. Her extensive experience in the software industry makes her very valuable when it comes to translate technical content into a colloquial language. According to her own words: “I connect with the world through technology, but also through everything that breathes, sport, music and my travels.”

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