With sustainability and ‘corporate conscience’ now high on the agenda, sustainability and CSR are becoming important factors in attracting the right people. This applies to companies recruiting staff, educational establishments attracting the right calibre of student and the general concerns of many consumers.
For example, it has been estimated that three in five people would prefer to work for an organisation whose values fit their own – and organisations that get involved in local community initiatives report improved workforce motivation and staff retention.
Similarly, in areas of skill shortages where job applicants have considerable choice, the social responsibility stance of potential employers is often a deciding factor.
In the education sector, colleges and universities report that students now include environmental performance as a key criterion in deciding where they want to study. League tables for energy performance are reinforcing this trend.
In parallel, the ‘ethical consumer’ is a growing force – exemplified by the rapid growth of Fair Trade products – so that social and environmental issues now inform many buying decisions.