In today's business world, more and more companies are realizing that their success depends on the commitment and trust of various stakeholders. Consumers, especially younger generations (millennials, Gen Z), place great importance on where they spend their money and what the values of the various brands they support are.
As Georgi Zhelyazkov notes, "consumers today are increasingly aware and sensitive to the social and environmental aspects of business" (Zhelyazkov, 2024).
Corporate social responsibility (CSR) or corporate social impact refers to the way businesses actively engage with societal goals that go beyond their core economic interests. Rather than focusing entirely on profit, companies use CSR to contribute to the social good and engage in a variety of causes, which may include philanthropic activities, activism or charity.
Companies like Patagonia are actively using CSR and environmental initiatives to strengthen their branding and attract loyal customers. Patagonia is known for its commitment to sustainability and social responsibility, which has led to significant business growth and a positive public reputation.
A similar approach can be observed in Bulgaria, where well-known companies such as Kaufland Bulgaria, A1 Bulgaria, Vivacom also apply corporate social responsibility in their corporate strategies. For example, Kaufland invests in reducing waste and supporting local producers, while A1 focuses on education and digital inclusion. Vivacom supports numerous social and environmental projects.
How does this happen? The brand is committed to social responsibility through the use of sustainable materials and innovation in the production phase, active funding of environmental and social causes, and transparency in sourcing and working conditions. The company is also involved in supporting community projects and providing funds to nonprofits that work for public benefit, demonstrating its commitment to the ecological environment from which it draws.
In this regard, CSR is a way for companies to combine their economic goals with efforts to improve society and the environment, creating a positive social and economic impact beyond their core business interests. Brands and businesses that support given socially significant causes increase their competitiveness among their customers and communities. These companies are guided by clear principles and are often open to supporting new ideas as their motivation is deeper than simply achieving short-term financial performance.
The social engagement of non-governmental organizations (NGOs) plays a key role in promoting corporate social responsibility, providing concrete examples of integrating social and environmental objectives into business practices. For example, Tuk-Tam combines innovation and entrepreneurship with social responsibility, supporting social enterprises and initiatives, while Bulgarian Fund for Women (BFW) focuses on improving the lives of women and girls by funding projects for social change and equality. These examples demonstrate how NGOs can help businesses integrate social responsibility into their strategies and operations.
"The Businesses to Purpose" model is not just a trend, but a fundamental shift in the way companies relate to their role in society. Rather than focusing entirely on maximising profit for their investors and partners, these companies are seeking to create value for all stakeholders, including their employees, local community and customers. In doing so, companies are becoming socially responsible businesses that balance economic goals with a commitment to the public good. A focused strategy that highlights the company's unique role in society is key to sustainable, long-term success. Indeed, such a strategy is increasingly important for managing risks, building trust with customers, investors and other partners, and expanding markets.
Impact Drive Initiatives
Impact Drive Foundation was established in December 2017 to respond to the need of NGOs to support capacity development, independence and sustainability in their work with communities in Bulgaria. Zhelyazkov points out that "organizations that focus on socially responsible initiatives can ensure long-term sustainability and positive social impact" (Zhelyazkov, 2024). In this context, Impact Drive builds individual and organizational capacity in those who are making a positive difference for communities in the country. Our network includes a diversity of partners across the country, with organizations working with women and vulnerable communities, human rights, inclusion and education, and social businesses taking the largest share.
The ART OF PURPOSE programme
As research shows, purpose-driven companies demonstrate higher productivity and customer loyalty. In light of this data, Impact Drive's "Art of Purpose" program offers a specialized solution that helps businesses integrate purpose into their corporate strategy. With more than 15 years of experience in the sector, Impact Drive provides a comprehensive solution that includes training and consulting, facilitating companies in their transition to greater social responsibility.
Impact Drive offers two core programs that can help your company embed purposefulness into your business. The ART OF PURPOSE package, provides a comprehensive solution including training, consulting and creating social responsibility strategies. This program is ideal for companies looking to build long-term purpose and achieve significant improvements in productivity and customer loyalty. Additionally, the BELONGING PACK, offers specialized services to create an inclusive work environment and integrate diversity practices. This program targets companies seeking to create a strong corporate culture based on inclusion and diversity.
The ART OF PURPOSE programme is built on the Businesses to Purpose model and combines two main components: corporate social responsibility (CSR) and the Employee Volunteering Programme (EVP). By improving internal communication and providing clear messages about the company's purpose, the program drives significant improvements in productivity, customer loyalty and innovation while strengthening the brand.
The ART OF PURPOSE programme of Impact Drive consists of three core steps that help companies realize their purpose effectively. The first step, "Hello Purpose," provides the foundation for the concept of purpose and a social economy that helps employees understand the importance and benefits of social responsibility. The second step, "Bridging The Human Drive To Help Others," focuses on embedding corporate values and culture, ensuring internal employee engagement and satisfaction. The third step, "Impact The Status-Quo," involves building partnerships and implementing projects that have a meaningful social impact, thereby impacting society and strengthening corporate reputation.
BELONGING package from Impact Drive
A focused strategy that highlights the company's unique role in society is key to sustainable, long-term success. In this regard, Impact Drive offers a "BELONGING PACK" that includes a diverse series of interactive sessions and trainings aimed at promoting equality, diversity and inclusion in the workplace. We believe in bringing the best version of yourself to everything you do, and we know how to support you in doing this.
Our "BELONGING PACK" not only helps create an inclusive and equitable work environment, leading to increased employee satisfaction and engagement, but also strengthens the company's corporate reputation. Companies that are committed to diversity and equality become more attractive to talented professionals and build a positive image as socially responsible employers. Furthermore, employee inclusion and appreciation lead to higher productivity and motivation, creating better business outcomes.
A good example of a successful CSR initiative for employees is our joint work with SAP Labs Bulgaria in 2022. For them, our team organized a support group to share and accept the difficulties that employees experience. Another successful initiative is our collaboration with Coca Cola in 2022/2023, where we helped develop internal diversity and inclusion programs, demonstrating our commitment to social responsibility and sustainability. We provided a service in the form of 3 online support groups and lectures to the Coca Cola European Partners team.
These examples illustrate how the BELONGING package supports companies to reach their potential through the integration of equality, diversity and inclusion.
What can companies learn from DigiComs?
Implementing the Businesses to Purpose model requires an effective communications strategy that communicates the company's message and values to all stakeholders. This is where Digital Communications (DigiComs) comes to the fore, one of Impact Drive Foundation's key initiatives aimed at training a new generation of digital cause communicators in Bulgaria.
The DigiComs training program not only trains digital communicators, but also creates a platform that connects these professionals with organizations with a cause. This is a direct reflection of the Businesses to Purpose model, where businesses create value for society. In DigiComs' case, it prepares digital professionals to support the social causes of businesses, with effective communication strategies.
DigiComs provides the tools and skills to build trust, create meaningful connections, and actively engage with audiences. Companies can use social media, e-newsletters and webinars to communicate their mission and interact with the community in real time. An example of this is the success of DigiComs participants, such as English Language Café, who through the skills they have learned have been able to establish their branding and reach a wider audience.
LinkedIn's role in the Businesses to Purpose model
LinkedIn plays an essential role as a platform for building connections, sharing successes and reinforcing corporate values within the Businesses to Purpose model. The platform allows companies to demonstrate a commitment to socially relevant causes to a global audience while connecting businesses with employees, customers and partners who share the same values.
LinkedIn also makes it easy to find talent motivated by company goals, as well as build professional networks that support the long-term success of the business. LinkedIn's #OpenToWork campaign connects employers with job seekers, supporting social responsibility by providing a platform for professional visibility. This initiative promotes transparency and equal access to the job market, reflecting companies' commitment to ethical and inclusive business practices.
A focused strategy that highlights the company's unique role in society is key to sustainable, long-term success. Indeed, such a strategy is increasingly important for managing risks, building trust with customers, investors and other partners, and expanding markets.
Why does purpose matter?
Brand health [wholesomeness] is measured by a variety of quantitative metrics. Some of these are consumer loyalty, willingness to pay a premium price, propensity to recommend the brand, perception of the company's social responsibility, and customers' willingness to prefer products guided by a clear purpose. According to a Cone/Porter Novelli study, 66% of people would change the product they usually buy for a new product from a company guided by a clear purpose.
This figure rises to 91% when the survey covers millennials (born between 1980-1994). And it's not just limited to developed countries: according to Edelman Earned Brand research, 50% of consumers in 14 major markets, including the US, China, India, Mexico, the UK, the Netherlands, Germany, Brazil, Japan and others, are "conviction-driven consumers". They are predominantly younger, with higher percentages among millennials (60%) and Generation Z (53%). When it comes to Generation Z (born between 1995-2015), the trends are even more pronounced. According to Fuse Marketing, once they know a brand supports a social cause or is socially responsible, 85% of Gen Z consumers are more likely to trust the brand, 84% are more likely to buy its products, and 82% are more likely to recommend it to friends and family.
As a summary of what we have written so far, we can conclude that in the face of increasing consumer expectations, corporate social responsibility (CSR) is no longer just an option, but a necessity for any company that strives for sustainable success. In order to successfully implement CSR, companies must build a clear strategy that includes specific goals and values related to social and environmental responsibility and integrate it into all aspects of their operations. This includes implementing sustainable practices, transparency and accountability to stakeholders, and actively engaging employees through volunteer programs and other initiatives. In addition, it is important that companies support local communities by investing in social projects and causes, and measure and optimise their impact to ensure a long-term positive effect for both society and their business.
If your company has also developed or is willing to develop CSR activities, we are here to guide you along the way! From finding the right cause for your campaign, to setting up specialized trainings and support groups, don't hesitate to request a meeting with the Impact Drive team.
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