CSR must engage more before becoming a legal obligation for all

According to the 2023 Kantar study, what makes a brand desirable is the credibility and realism of its purpose. Companies must succeed in making their discourse and actions engaging for their stakeholders. Engaging in the sense of federating, actively involving and inspiring people to take action alongside them.

This capacity for corporate commitment is key to changing behavior and making a significant impact on environmental and social missions. We need to consider a triptych of interests (general, corporate and stakeholders) in which each is equally important.

We need to create the conditions for dialogue and trust, by first being clear and transparent about the impact of our activities as a company. This helps stakeholders to think about the best way to support the company in achieving its objectives, on its own scale. You have to find “the trick” that will make everyone want to be part of the change. You have to put yourself in everyone’s shoes, not ask too much of them, and above all give them all the keys they need to take action.