Emphasis on social responsibility for corporations continues to take root as a trend. PBS, for one, has seen an uptick in media sales from national companies looking to leverage PBS’ brand equity to help them meet their ESG (environmental, social, & governance) goals.
This is part of a larger trend as more companies prioritize their focus on social responsibility initiatives, and integrate them into their core business model–whether for improving brand image, their bottom line, or as part of their employee retention strategy. This trend extends across several industries, including manufacturing, healthcare, and technology. It’s also one that will continue to grow in importance as consumers increasingly opt for brands they can trust and that align with their own personal values. Here’s how that’s going to happen:
Social change will become a staple in the corporate world, not just an initiative
Today, many companies are hesitant to embrace social responsibility because they don’t know how their efforts can translate into profit. As more data shows the positive impact of CSR, more companies will feel comfortable making it an integral part of their strategy. Corporate social responsibility will be seen as an investment, not a cost. It’s easy to see why companies are hesitant to invest in CSR: They think of it as a philanthropic endeavor rather than a business strategy. But if more companies begin to view CSR as an investment—something that pays off in the long run by improving their brand reputation, sales, and employee satisfaction —they’ll be more likely to permanently adopt these initiatives into their business models.
CSR activities increase employee engagement
Companies will view social change as a way to attract and retain talent. Gen Z and Millennials want to work at companies that care about changing the world, so it’s no surprise that they’re drawn to organizations with strong CSR programs—and by 2025, Gen Z may comprise more than a quarter of the global workforce!* In addition, employees at companies with strong CSR programs are more engaged than their peers at companies without these initiatives. A study by BambooHR revealed that people who work for organizations with a culture of social responsibility are more likely to feel inspired and motivated in their jobs. And more likely to stay!
Form strong employee connections with PBS
So, how does PBS connect your CSR initiatives into your business plan? Educational and cultural goals are at the heart of every PBS program. For example, corporate sponsorship of series like Work It Out Wombats!, which introduces kids to computational thinking, can signal to your employees and audience your commitment to equal access to education. NOVA, the most popular multiplatform science series in America, is viewed by decision-makers as a leader in the field of science and technology and is a great platform for brands to amplify their value to these verticals. And the “Social” component of ESG, which focuses on diversity, equity and inclusion (DEI), is supported by American Experience, a film series that examines a wide range of topics including the civil rights movement, LGBTQ+ and BIPOC communities, and more.
From arts and history to science and technology, PBS has a wide range of content topics for your company to invest in, helping to increase public access to education and diverse perspectives.
Contact us to learn how your company can meet your ESG goals on PBS with a national corporate sponsorship package.
Source: *McKinsey Quarterly, Five Fifties report, The Gen Z Equation
