Blackbaud has released a new e-book, “CSR 2020: Experts Look Ahead" which examines how corporate social responsibility (CSR) has evolved, the demands of today and the trajectory of CSR work in the future.

It provides perspectives from the field about the changing leadership role companies in the U.S. have taken on and what consumers and employees want from corporate America.

The report states that there’s been a clear shift in what consumers and employees expect from companies, as they are looking to companies to be engaged in CSR and demonstrate social impact.

CECP shares in the report that “two-thirds of CEOs agree that companies — not the government or NGOs – will lead progress toward long-term societal improvement.”

As Justin Bakule, executive director of the Shared Value Initiative shares, in the past year alone, we’ve seen companies stepping up and serving as leaders in tackling a range of social issues including racial inequities, immigration, sexual harassment, community violence, climate change and more.

Bakule writes that “CEO activism” is just beginning and in the future, they’ll be even more engaged in developing “new business models that find new sources of profit in solving our society’s urgent problems.”

Rachel Hutchisson, vice president of corporate citizenship and philanthropy at Blackbaud, talks about the importance of human social responsibility as people search for meaning in their work and lives, want to feel empowered and want to see change.

“People, today, bring their whole selves to work,” Hutchisson writes. “We each sign our own human contract with the world, bringing who we are and what we stand for into our jobs.”

Hutchisson said this presents an opportunity for companies to move from their corporate goals to “embracing and co-creating with the people who work alongside of us.”

The various perspectives offered in the report provide several key takeaways about what companies face in the future and how to best align and power their CSR work.

Highlights include:

• Preparing for a changing workforce: Bakule shares that we are facing a future of automation, a growing “gig economy” and a changing workforce, noting that by 2020, millennials will make up over half of the workforce. To attract and retain talent, especially millennial talent, the report says, “Meaningful engagement around CSR is imperative.”

• Developing human capital: The report shares there will be a greater focus on developing human capital in the future noting that involving employees on nonprofit boards can help companies invest in their employees and advance workplace diversity and inclusion.

• Service as leadership development: The report says skills-based volunteerism (SBV), which is focused on “professionals investing their skills along with their time – builds the leadership skills of employees and makes them a stronger, happier part of the workforce.” Danielle Holly, CEO of Common Impact, says we will see more SBV programs and those programs evolving to zero-in on leadership development in the future.

• Creating connections to causes: As socially-minded millennials dominate the workforce, David Hessekiel, president and founder of Cause Marketing Forum says it’s important to weave causes into business objectives, corporate values and in the digital world. “The companies that enable us to get that do-good feeling without missing a beat will earn trust and affinity.”

Want more?

Dive into the full report with insights from the field.

CMF corporate foundation and giving program members, don’t miss out on the next Corporate Giving Webinar, Healthy Businesses Fuel Healthy Communities on April 19.

Join your peers to share challenges, discuss best practices, network and learn together at the upcoming Spring Corporate Retreat, May 7-8 in South Haven.