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Corporate social responsibility: a value-creation strategy to engage millennials

Tashfeen Ahmad (University of the West Indies, Mona, Jamaica)

Strategic Direction

ISSN: 0258-0543

Article publication date: 31 May 2019

Issue publication date: 11 July 2019

Abstract

Purpose

The purpose of this short piece is to share ideas on value creation strategies to engage millennials at work. This is in the context of changing requirements and expectations of younger workforce.

Design/methodology/approach

The paper offers the viewpoint of this author which is backed by recent findings and surveys.

Findings

Corporate social responsibility (CSR) has been instrumental in creating value and growth for businesses; however, Deloitte’s recent survey (2018) indicates that the younger generation of millennials are expressing grave misgivings about the true intentions and motivations surrounding a company’s CSR policy and ethical conduct. This piece offers three perspectives on CSR implementation strategies which are useful guidelines to generate enhanced value in the changing times.

Originality/value

Businesses have to be flexible and responsive by adopting appropriate CSR strategies in order to remain relevant and competitive. The three models in this viewpoint will help business managers to enhance engagement, create value, and build their businesses for stakeholders and wider society. Most importantly, these strategies will help in gaining millennials’ losing trust on businesses and streamlining strategic direction.

Keywords

Citation

Ahmad, T. (2019), "Corporate social responsibility: a value-creation strategy to engage millennials", Strategic Direction, Vol. 35 No. 7, pp. 5-8. https://doi.org/10.1108/SD-11-2018-0232

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited