The research was conducted through a survey of 7,024 adults in 14 countries, including Spain. Specifically, it reveals that 821% of Spanish consumers prefer companies that prioritize their employees, the community, and the environment over profits for their shareholders or investors. This places Spain third among all respondents in terms of the importance they place on this issue.
Likewise, for Spaniards, the three most important values that companies must have to earn their loyalty are: being environmentally responsible (82%), promoting quality jobs, investing in training and improving the skills of employees (79%), and supporting the communities where the company is located (78%).
When Spanish respondents are asked what they believe are the factors that can lead to a company's success, their answers again highlight the promotion of quality jobs (79%) and, secondly, investment in employees (79%).
Corporate Social Responsibility, also key for the millennial population
Younger generations globally also favor companies that implement strong CSR strategies. Specifically, 83.1% of millennials surveyed stated that they prefer companies that contribute to society and the environment.
CSR drives sales
On the other hand, according to a Verizon study, organizations that implemented CSR programs saw sales increases of up to 201% in 2013, reaffirming the importance of implementing social responsibility strategies for the benefit of the business. In this regard, the IBM study also concludes that CSR has gone from being an option for companies to becoming an imperative for their success. Projecting a positive image among customers and becoming the preferred choice for consumers is, therefore, a key aspect of both business and social success.
However, robust CSR strategies integrated across all areas of the business are needed to achieve this. In this regard, IBM is reinventing its corporate social responsibility to meet the evolving needs and preferences of people worldwide.
CSR at IBM
Despite all the changes companies must adapt to in order to survive and thrive in the digital age, making a good impression on consumers and potential clients remains crucial for attracting new generations. For IBM, Corporate Social Responsibility (CSR) has always been a central pillar of its corporate strategy, and it has successfully adapted it to the digital ecosystem, applying it to all levels of its business. Throughout its years in the technology sector, IBM has established some fundamental principles for implementing an effective and sustainable CSR program:
- The first essential aspect is integrating CSR into the mission and values of the company and its employees. In other words, aligning Corporate Social Responsibility programs with the business purpose. In this way, corporate social responsibility is not adopted independently, but rather becomes a core element in all areas of the business. This, in turn, helps the organization to attract and retain top talent.
- According to IBM, another key point for better designing corporate social responsibility programs is to place users at the heart of the strategy. This leads to a more thoughtful design, capable of meeting needs and ensuring its long-term sustainability.
- Finally, to accelerate the implementation of CSR programs within the company, IBM recommends partnering with stakeholders, such as business teams, employees, and external partners, in the program development process. These three points, taken together, contribute to cultivating loyalty among customers, employees, and suppliers, while simultaneously paving the way for companies to positively impact the world around them.
In that respect, in the words of IBM's second president, Thomas Watson Jr., the purpose is very clear: "Corporations prosper only to the extent that they satisfy human needs. Profit is just the scoring system. The ultimate goal is a better life for all of us.".
Fountain: Co-responsible parties
