CSR is no longer a buzzword. The corporate world has been committed to social responsibility for decades, especially after being statutorily mandated to ‘give back to the society’ with the introduction of Section 135 of the Companies Act 2013. Companies and large business conglomerates have willingly come up with CSR initiatives, charitable efforts, and sustainable practices for community upliftment. However, an important piece of the puzzle seems to be missing: the recognition that meaningful societal development extends far beyond corporate boundaries and depends on the power of individual efforts. It is time we shift our focus from the boardroom and embrace Individual Social Responsibility (ISR), a paradigm that recognizes the impact each of us can have on the world around us to improve community well-being.

The essence of Individual Social Responsibility

Individual Social Responsibility goes beyond charity to capture the very essence of humanity – to be compassionate and human. It is a rally for individuals to look beyond their immediate spheres of influence and recognize their inherent ability to shape the world around them. ISR challenges the traditional notion that social responsibility is a domain exclusive to large corporations. Instead, it embeds a sense of integrity, emotional investment and gratification – a personal journey while driving positive societal change.

Empowering a Generation of Changemakers

Imagine a world where every individual feels empowered to consistently contribute to community welfare. Millennials and Gen Z for example, are idealistic generations. Although they battle stagnant salaries, student loan debts, and a higher cost of living, they are passionate about social causes that benefit the greater good. They tend to be generous with their time and influence and use social media to raise awareness and funds for causes important to them. This consciousness is far more dynamic and impactful because it not only contributes to their immediate communities but also inspires others to follow suit, thus creating a ripple effect. The beauty of ISR also lies in its universal accessibility. Regardless of their background, socioeconomic status, or spheres of influence, people possess the capacity to make a positive difference in society. Whether it is a simple act of kindness, a conscious lifestyle choice, or commitment to volunteering, our individual efforts have the power to inspire others and foster a culture of trust, care, and solidarity. Of course, if we choose to do so.

ISR also promotes a sense of collective responsibility and interconnectedness that is often missing in our fragmented world. When we recognise that our choices have far-reaching consequences, we are compelled to consider the well-being of marginalized communities, the environment, as well as our future generation – a mindset shift that transcends corporate boundaries and empowers communities to thrive.

Exploring the synergies of integrating ISR with CSR

Although ISR focuses on personal societal commitments, its impact can be magnified when integrated with corporate social efforts. Large corporations need to look beyond their corporate imperatives and shift the focus from their brand onto the individuals within their company to take the lead when it comes to social responsibility:

– Awareness and Education

To embed a sense of ISR within the corporate ethos, organizations must embrace comprehensive awareness programs and education. It is crucial that they develop robust initiatives that go beyond mere compliance training. For instance, interactive workshops that explore real-world case studies of individual efforts which have led to significant environmental or social change will foster an emotional connection to ISR principles. Thought-provoking seminars featuring activists who share their experiences will inspire employees with first hand examples of ISR in action and show the tangible impact of individual efforts. With consistent engagement efforts like this, corporations can nurture a sense of accountability among its employees, encouraging them to integrate socially responsible behaviors in their daily lives.

– Volunteer Programs for employee engagement

If large corporate entities wish to truly champion ISR, they must promote volunteerism, especially at grassroots level as a moral duty. This can be achieved by creating volunteering opportunities that seamlessly align with corporate values and community needs. However, corporations need to be mindful that they don’t limit volunteering programs around company-specific causes because this may restrict employees from donating to causes passionate to them. Offering 3-5 days of paid volunteer leave annually can significantly increase participation, making it easier for employees to engage in ISR without sacrificing their personal time and will also demonstrate the company’s commitment to social responsibility. Structured volunteer programs will strengthen team cohesion and a sense of shared purpose.

– Rewards and Recognition

Millennials and Gen Z place high emphasis on being seen as individuals and there is rarely anything more motivating than to hear about what their peers are accomplishing. Incentivising ISR is a tactical yet powerful strategy to motivate individuals to start taking proactive efforts for social change. Corporates can develop recognition programs that celebrate ISR efforts through awards, public acknowledgement, or rewards such as bonuses or additional paid leaves. Highlighting an individual’s community service will set a benchmark for others to follow and foster a culture of active participation. Integrating ISR metrics into performance appraisals will also underline the importance of social responsibility, ensuring that it is a valued part of the company’s operational framework.

– Leading by example

Corporates must consistently demonstrate their commitment to social upliftment not only through their CSR efforts but through sustainable business practices to inspire ISR in employees. When employees witness their organization’s dedication to CSR, it creates a powerful model for them to mirror. Practical initiatives such as company-wide recycling programs or tree plantations drives will motivate employees to adopt similar practices in their personal lives. By aligning corporate actions with ISR principles, companies not only amplify their impact but also instill a culture of sustainability that extends beyond the workplace.

Conclusion

While corporate mandates of social responsibility will remain a crucial element for governance and ethical business practices, extending a sense of societal responsibility beyond the corporate walls can amplify the impact of CSR multifold. Let us take inspiration by Stephen Grellet’s famous quote – “I shall pass through this world but once. Any good therefore that I can do or any kindness that I can show to any human being, let me do it now. Let me not defer or neglect it, for I shall not pass this way again.” Each action, no matter how small, has the potential to contribute to positive change. It is only important we, as corporations, empower our employees to make a progressive difference to the world.

Views of the author are personal and do not necessarily represent the website’s views.

Mr. George Muthoot George is the Deputy Managing Director of Muthoot Finance. He oversees services including microfinance, housing finance, foreign exchange, remittances, and gold investments, as well as the company’s international operations in Sri Lanka. A passionate advocate of community development and social impact, Mr. George also leads the corporate social responsibility (CSR) initiatives at Muthoot Finance and plays a key role in corporate governance, driving strategic decision-making processes.