We have reached the conclusion of this path within the CSR or CSR Corporate Social Responsibility and I would like to leave you with a question: responsible companiesili they work better?
A responsible approach can, as we have seen in previous articles, be an important onefcompetitiveness actor, contribute toglobal movement towards sustainability, become essential forbuild value over time, and offer interesting possibilities ofevolution of the work structure. It can also prove crucial to a company's reputation, and thereforeò play a strategic role in corporate communication.
The term originated from this consideration in the 1980s greenwashing (Jay Westerveld to indicate the corporate identity beautification practices they aim to createe reputational capital making up or hiding the reality on issues such as social responsibility and environmental sustainability. Companies that, out of bad faith or lightness, tend to capitalize on the advantages of developing a reputation, attracting eco-conscious consumers, etc. of aun business approachbased on sustainability, trying to divert attention from their unethical conduct or not properly aligned with the principles of sustainability, however, risk putting the effectiveness of communication at risk even for companies that behave in a genuinely responsible manner 1.le (1).
An approach to CSR capable of making sustainabilitythe new strategic orientation to business management, in fact, can only begenuine: based on authentic values and real actions, independent of the current fashion, openly shared with all the interlocutors involved and communicated without ambiguity in a truthful, complete and transparent waye” (1..
Shortcuts do not take you very far and, when it comes to communicating your social and environmental commitment, they even risk turning out to be counterproductive for themselves and for others.
To answer the question, responsible companies work better, therefore, it is also useful to ask oneself how CSR is shared and communicated both inside and outside the company.nda.  
I personally believe that there is no complete answer.Responsible companies have access to a series of tools that can build value over time and generate competitive levers that are essential for lasting success. The first challenge is to seize this opportunity and then to choose to be responsible, the second lies inl’use it in the best way. This does not mean that there is a right way and a wrong way to do CSR, but that the strategy should be adapted to the specificity of one's reality.
Understanding at what point you are on the path in the sustainable development of your business is the starting point of what, in my opinion, is not a revolution but aprocess tending tocontinuous improvement. It is within this path that the value proposition for companies contained in the Corporate Tilla Baby Box Plan: a small step in changing the approach to parenting at work, in increasing attention to the environment, in the well-being of people and their children, in the impact on society and in the renewal of the sense of shared responsibility that offers each of us the opportunity to make a difference.enza.
Next week we will detail theCorporate Tilla Baby Box project and the story of those who have already decided to join. The journey continues on our social channels!


(1 The risk of greenwashing in communication for sustainability: managerial implications, Agostino Vollero 20133


Photo byMuhammad Haikal Sjukri onUnsplash

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