The Top 2 Trends in Corporate Citizenship Right Now
The category is corporate citizenship and the theme is innovation. What are the trends this year? In the past three months alone, Realized Worth’s leading clients have posed questions such as:
- What can we do that will set us apart in the next five years – how do we become the brand that changes the way corporate citizenship is done?
- How can we think bigger? How can our volunteer programs show what we can really do for the world?
- How can we make sure that what we’re building now will matter more to employees in five years?
On the other hand, some clients – recognizable, influential brands – are still struggling for budget, headcount, and permission to build something that matters. But even at this level, the questions are about innovation. I have never been asked, “How do we maintain our current level of engagement and participation?” Nor have I been asked, “How do we stay where we are?” At least in theory, companies are not interested in maintaining status quo. (Innovation is more challenging in practice, but let’s save that for another article.)
So, what are they interested in? What does innovation mean in 2019?