Leaders in the corporate social responsibility (CSR) field have a real language problem. 

Today’s best companies have CSR departments that are lead by bright, energetic, committed social pioneers – people who believe in their work, who see the social good their programs produce, and who know that their efforts bring value back to the business.  However, when called to share their success with management and investors, these same people struggle to penetrate the C-suite ennui that dilutes their triumphant tales of schools built, lives enhanced, and wetlands preserved.  

When told well, a story of corporate social or environmental excellence is an effective way to connect with consumers: we are proud to buy Fair Trade Coffee from Starbucks, we feel good when we put on a new pair of Levi’s ECO Jeans, and we secretly consider Ben & Jerry’s a health food due to the company’s tradition of environmental and social justice.

These stories testify to the strength of a company’s CSR program, but say very little about its success as a business unit.  And ultimately, that’s what CEOs and investors need to know.  When CSR departments engage the business without mastering the language of business, they miss an opportunity to demonstrate their value to their most important audience. 

-Claire Moroni