AS consumers become more socially conscious, businesses around the world have increasingly taken up the call to address social issues. It has become commonplace for organisations to highlight their corporate social responsibility (CSR) initiatives, to ensure that they resonate with modern consumers. However, according to Bridgit Evans, SAB Foundation Director, without understanding the impact of CSR initiatives, there is no way of knowing whether brands are just paying lip service to an issue or contributing to a socially beneficial change.
When referring to their social investments, organisations often focus on how much money they have contributed towards an issue, and how many individuals the contribution assisted. However, these are examples of outputs, and don’t explain the effect this contribution has had on people’s lives. Without measuring the impact of this investment, it is not possible to understand whether or not it has added any value.
The SAB Foundation invests in developing entrepreneurship in South Africa, in order to create jobs and promote the economic and social empowerment of historically disadvantaged persons.