A CEO’s decision to engage in corporate citizenship inevitably revolves around the question of ROI and the development and execution of a plan that will have impact. For some organizations the “why” may be easier to grasp. The “how,” on the other hand, is a challenge that can derail even the most well intentioned CSR staff.
The Executive’s Guide can be described as a best-practices handbook for integrating sustainability practices in an organization. It identifies, step-by-step, the strategies and tools needed to create and execute a high-performance corporate citizenship plan.
Smith and Stangis assert that to succeed, a company must approach the process as an organization-wide effort. “Corporate citizenship means leadership from every seat,” Smith said. “It’s not only looking to the CEO to deliver the vision, it’s also helping the CEO develop the vision, making it real and tangible and helping people understand what that alternative future really looks like and feels like.”