The advent of the pandemic has seen effects and implications that have been written about ad nauseam. Amidst tired narratives, one that has perhaps not been talked about as much it should have is how the current situation has changed the landscape of corporate social responsibility. That such far-reaching and consequential happenings should have a significant impact on sustainability efforts seems elementary on the surface – but it is something in which the intricacies warrant closer inspection. In this article, CSR Malaysia takes a brief look at how COVID-19 has, quite simply, changed the face of sustainability.
The concept and sphere of corporate social responsibility has seen an exponential increase since the arrival of the pandemic. This worldwide phenomenon has given companies the opportunity to stand up and be seen as pillars of the communities that form the backbone of their businesses. Where once token donations would have sufficed and self-congratulatory sentiments followed, the bar has now been raised. Companies are more acutely aware of their obligations to society and we have seen concerted efforts directed in aid of those devastated by the situation and its aftershocks. Such tangible efforts carry more weight with the public and present an opportunity for corporations to display a more humane side to their operations.
We have also seen an increase in collaborative initiatives, companies the world over are providing their resources and lending their capabilities to NGOs, governmental authorities, or other companies with the know-how to effectively direct their efforts. Adversity brings people together and the spirit of community has united companies that may have previously been islanded in their approaches to sustainability.
As the outlook of the people towards businesses has transformed in light of the initiatives, so too have those of the businesses towards people. Companies have seen the destruction wrought on that most vulnerable segment of society, the working class. It is many of these people though that have historically propped up these companies and provided the foundations for them to flourish so it is imperative for these companies to return the favour. Companies exist in an economic environment that is more delicately balanced now than ever before, one in which the disadvantaged must be looked after to ensure a steady recovery and gradual return to normalcy.
Businesses would also be wise to consider their CSR activities in a post-COVID-19 environment, particularly in the medium and long term. As the pandemic has exposed the vulnerability of businesses to cataclysmic external events and business environments continue to navigate an uncertain and volatile future, what will be the impact on sustainability initiatives be? Will firms increase their investment in CSR or will they buckle under short term pressure and choose to forego sustainability efforts? All questions perhaps worth considering in trying to make sense of sustainability in a post-pandemic world.
