21 April 2009 | Strategy | Jennifer Rice

From Financial Times today, a good article on how social responsibility is surviving the downturn. Cost savings and consumer expectations are the drivers that are keeping sustainability and fair trade high on exec’s priority lists.

They have worked out how to make it pay. Many of their initiatives help to cut costs or sustain supplies. They allow customers to continue to regard themselves as ethical during difficult times. They also help the companies to improve their public reputations at a time when business is widely held to be responsible for the downturn.

As more companies discover that CSR is not only a risk mitigation tool but also a competitive advantage (and often a source of new revenue) we should see this becoming the new face of capitalism. What is your company doing to align your brand and business with social impact?

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