How Do Companies Leverage Corporate Responsibility Branding?

June 11, 2013 1:16 pm
How Do Companies Leverage Corporate Responsibility Branding?

Image by Shutterstock

A corporate website is a window to a company’s strategic communications about its values. I have selected two companies that showcase their Corporate Social Responsibility (CSR) initiatives well and intersect them with D&I: PricewaterhouseCoopers and MasterCard Worldwide.

First, note that DiversityInc Top 50 companies increasingly spend more money on charitable contributions and put more of those contributions into multicultural nonprofits:

% Gross Revenue Spent on Philanthropy

2008 0.5%
2013 1.46%

Criteria for Web Pages Showcasing Corporate Social Responsibility

  • Navigation: One click from “Our Company” or “About Us.” Easy keyword search for “corporate responsibility,” “philanthropy” or “diversity.”
  • Focus: Tightly connect CSR efforts with diversity and a specific business strategy—for example, giving to develop a future workforce or giving to expand financial literacy.
  • Impact: Explain how CSR made a difference and helped company build its reputation among underrepresented communities.
  • Authenticity: Cite real values and reasons behind CSR choices. CEO and employee stories make it ring true and make it personal.

Two Examples of CSR/Diversity Branding:


  • CSR page is under “About Us” tab on home page.
  • Earn Your Future: A $160 million investment ($60 million cash plus 1 million employee service hours) focused on underrepresented youth education and financial literacy.
  • Goal: “Leverage the expertise of its 35,000 professionals nationwide to develop the financial competency of American youth.”
  • PwC U.S. Chairman and Senior Partner Bob Moritz: “Youth education is one of the most important issues facing our country today. All of us—businesses, educators, and community members—need to step up to address this issue. We have a team of ready and able subject matter experts who are eager to fill the gap. At PwC, we are leveraging our best asset, our people, to make a real, tangible difference in the lives of millions.”

MasterCard Worldwide