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18 SMT007 MAGAZINE I JUNE 2022 Does CSR Matter in Business? Increases employee motivation Employee engagement is now an extremely important issue for companies. Employee engagement is oen synonymous with produc- tivity, quality of life at work, reduced turnover, etc. For a company, having engaged employees is a fundamental strategic objective. However, today the concept of employee engagement is increasingly complex. In a pro- gressively more fluid work environment (with telecommuting, co-working, digital, etc.), employee engagement is becoming less physi- cal, and more "moral." From now on, to engage its employees, it is the values of the company that play the most, its ability to mobilize on social issues, and to capitalize on this mobilization. In any case, this is what recent studies reveal. "Research shows that about one in four employees is not only thinking about chang- ing their jobs in the following months, but also changing them to pursue a job that's more meaningful than their current one." 1 A company with a strong CSR significantly increases its chances of attracting and espe- cially retaining high-caliber employees. Many young graduates or workers are looking for jobs where they could have an impact. Because employees seek meaningful careers, a company with a successful CSR program can attract the best talent available. Keeps customers engaged and maintains a positive brand image It is not enough to commit to CSR; you must make it known. CSR commitments are indeed crucial to retaining customers and consumers. Accord- ing to the 2019 Edelman Earned Brand study 2 , communication around brand values is now more effective than product communication. In fact, 34% of consumers say they would con- sider a purchase following messages from a brand based on its values, compared to 28% following messages about the product. Communicating its CSR commitments to its prospects and customers is a lever for acquisition and loyalty. is can directly help boost sales. Indeed, it has become very complicated for a company to stand out in a hyper-competi- tive corporate world. CSR has become a real way for companies to gain consumers, as well as develop a platform to market and attract the attention of their target audience. Social responsibility can allow a company to be seen as a positive force. Indeed, the projects a business undertakes can help raise awareness for important causes but also keep your busi- ness top of mind. CSR is an incredible development tool for brand image. Building trust with the target audience is crucial for a brand to thrive and retain customers. Having a real commitment to a CSR strategy can help build a good reputa- tion in the market. A 2015 Nielsen survey 3 showed that more than 50% of consumers are willing to pay more for a product or service if the company prioritizes sustainability. It's a real indicator that consum- ers are asking more of companies. Companies should not just exist to make a profit but should give back to society and have a positive impact. An engagement for a sustainable future Faced with environmental and climate chal- lenges, the notion of corporate social respon- sibility is the common thread by reducing the environmental impact of the company, in the context of its business activities, administra- tions, governance, and choice of partnerships. Environmental responsibility involves reduc- ing waste and sorting it, repairing and main- For a company, having engaged employees is a fundamental strategic objective.