Corporate social responsibility (CSR) has moved from a side initiative to a core business expectation. Organizations today are increasingly evaluated not only by the quality of their services but also by the values they uphold and the impact they create.
According to the 2024 Edelman Trust Barometer, 71% of people believe it’s more important than ever for businesses to actively address societal issues, and 63% say they buy or advocate for brands based on their beliefs and values. Deloitte’s 2024 Global Human Capital Trends report reinforces this shift, with 72% of workers saying they want to work for companies that make a positive societal impact.
While global giants invest billions annually into CSR, organizations of all sizes have the opportunity to create meaningful change. Today, CSR is not about the size of your program, but about aligning action with purpose and building trust through real, measurable impact.
You don’t need a massive budget or a global reach to start. You need to lead with intention.
# When Beliefs Drive Behavior
71%
think it's important for businesses to address societal issues
63%
say they buy based on a brand's beliefs and values
72%
of workers want to work for companies with a positive societal impact
# 1. Start With What Matters Most
CSR should grow from your organization's purpose and culture, not a desire to follow a trend. Start with your values and the causes your people already care about. Survey employees, listen for common themes, and use those to shape an authentic foundation.
Our Uplift program started as a grassroots effort based on our team's interests and skills. Today, it’s a firmwide initiative that includes pro bono consulting, volunteering, and giving, engaging 67% of employees in 2024.
As Sunil Kasturi, Propeller’s CEO, shared in our 2025 CSR Report, "The strongest change efforts are those that are deeply human—where people are empowered, connected to purpose, and supported by clear frameworks for action."
Finding those connection points between employee passions and organizational values is where sustainable, authentic CSR begins.
"The strongest change efforts are those that are deeply human—where people are empowered, connected to purpose, and supported by clear frameworks for action."
# 2. Focus, Then Go Deeper
Once you know where to focus, decide how to show up: Will you contribute time, talent, dollars, or all three? You don’t need to solve every issue. Pick one or two areas where you can create real momentum, then go deep.
According to Double the Donation, more than 65% of Fortune 500 companies match employee donations. Aligning resources with employee passions increases impact and engagement, whether through matching, paid time off to volunteer, or pro bono work.
And some organizations are thinking even bigger. In 2023, Patagonia announced it had directed $100 million to climate-focused nonprofits through its newly restructured trust model—an example of how values-aligned focus areas can grow into long-term, system-level investments. While not every company will operate at that scale, the principle holds: the more focused your efforts, the more sustainable your impact can become.
# 3. Empower People to Lead
If your CSR program relies on a small group to carry the load, you’re missing the full potential of your people. The most enduring impact comes when employees feel empowered—not just to participate, but to lead.
That might mean giving employees space to start their own initiatives, represent the company on nonprofit boards, or lead firmwide volunteer events. Salesforce offers employees seven paid days off each year to volunteer and provides a matching grants program for nonprofits where employees volunteer their time.
At Propeller, 32% of our firm is employee-owned, and that ownership mindset fuels participation. In 2024, our people delivered five pro bono workshops, led 19 consulting engagements with nonprofits, and championed initiatives tied to Sustainable Development Goal 10: Reduced Inequalities.
You can also make leadership more accessible by creating programs like "CSR Champions" or "Impact Ambassadors"—formalizing leadership roles across offices or practice areas. Giving people defined roles with support, resources, and visibility builds momentum while keeping the spirit grassroots and authentic.
Leadership in CSR doesn’t have to look like a title. It looks like someone raising their hand, and the organization clearing a path forward.
# 4. Measure Progress—and Stay Flexible
Measurement is how you turn good intentions into real impact. Set clear goals that match the scale and scope of your work, whether it’s dollars contributed, hours volunteered, emissions reduced, or programs launched.
According to CECP's 2024 Giving in Numbers report, companies that regularly track both business and social outcomes tied to their CSR efforts are 60% more likely to see long-term program success. Tracking both operational metrics and broader outcomes ensures you aren't just doing activities—you're creating real value.
At Propeller, we focus not just on activity but on outcomes. In 2024, we helped a global retailer streamline its ESG reporting process, cutting reporting time by 50%. We also tracked $213,000 in pro bono consulting, direct service, and giving, ensuring we’re accountable for how we show up, not just where we show up.
Good measurement is about learning, not just proving. Let the data guide you to greater impact.
# Putting It All Together
CSR doesn’t have to be complex to be effective. Start with your values, build from your people, and focus your efforts where they’ll matter most.
At Propeller, we believe impact starts small and builds with consistency. If you're curious what this looks like in action, take a look at our 2025 CSR Report.
