Each
corporate has unique identity.
Corporate identity is an integration of
several things.
Right from the security person at the entry
point, the receptionist, the liftman, every
person in the office or factory including
the office peon, clerk, manager, president,
CEO to the company chairperson .. everyone's
behaviour is responsible in making creating
or damaging or developing the identity of
the company.
A
company which makes not good products, sales
them effectively thus creating profits and
then spending good amount of money on CSR,
can mathematically be seen as a company
which spends lot of money on CSR.
But people can say that the company is a
money maker and not a money earner. The
company's identity may be good temporarily
but this identity is not sustainable.
It takes effect on the company's reputation.
On
the other hand, if every person in the company
behaves responsibly (by nature not by compulsion),
the business processes are good, there is
no damage to the environment & climate,
then even if the company spends less money
on CSR but takes effective measures for
sustainability, cares ESG, then the identity
of the company is good. And its not temporary.
is
niceor people show the company
.
not
just products or services of the company
but how the corporate treats its employees,
supply chain, how it cares for its business
processes, does it value team work or is
one man or one woman show (agreed their
is just 1 CEO or 2 CEOs or 1 Chairperson,
but each person in the company is a leader
of her or his work e.g. a person working
on packaging can do far better packaging
than the CEO because that person's job all
the time is packaging whereas the CEO has
to look at policies, strategies which manages
all, so packaging leader is not packaging
manager but each worker in packaging
).
More importantly today, we are seeing climate
is changing faster than in 1921 or 1922
because humans are doing drop by drop damages
to climate and we all know an ocean is drops
of billions of water. So billions of people
damaging just a drop of negative change
for climate for last million years is a
result of climate change.
CSR
in CSR identity is not Corporate Social
Responsibility but Conscience, Sustainability
& Reputation.
Identity word is taken from the Guru of
Corporate Identity with whose India partner,
the founder worked.
In simple words, Identity means Who you
are.
Let
us be clear that we are thinking of Identity
of corporate sector and not individual corporates.
So identity of some can be extremely good
or some can be just money making machine
or some can be careless attitude of founder
or some can be a caring company.
Companies should take actions to improve
issues outside of the everyday business
operations.
And
identity is reflected right from the security
guard to receptioning or lifeman to clerks
or labour because in large companies not
even 1 in 1000 visitors get time to meet
the CEO of the company. |
