Why invest in CSR when the economy is slow?

In Sri Lanka, living the wildlife the wild way

Just the other day someone asked me “Why should I invest in CSR when the economy is slow?”

The only constant in life is perpetual change.
I previously defined that Corporate Social Responsibility is:
  • about responsibility
  • about society in general

Responsibility towards your society is a real commitment and a serious engagement.

It isn’t about a budget or a trend.

Do you invest in CSR because it is trendy?

Then you will fail in your mission. People won’t trust you.

In times of recession, your audience needs to feel they can rely on you.

That your intentions are set, that the consideration towards your society, your environment, your employees and your stakeholders, withstands crisis.

It is your opportunity as a leader to show that you are not just motivated by short-termism.

Use your CSR engagement as a management tool under constant renovation which will last throughout time.

Clean-up, streamline your strategy, sharpen your vision, and prune initiatives that have lost their relevance and leverage. But no matter what, don’t hamper your ability to leverage your reputation the day the recession turns around.

Building loyalty is about walking your talk. In the long run. Not when optimal economic, social and environmental conditions are there. How can you be trusted if you only show a human face when you consider that the time is right?

Don’t we say we know who our true friends are in times of trouble?

Investing in CSR is good for your business

A recent study shows that “75% of those who have read about a company’s CSR agenda on its website made them more likely to purchase products or services from that company” (Burson-Marstteller- 2010).

What’s more, 70% are willing to pay a premium for goods produced by socially responsible firms.

If you look at CSR from a very business oriented perspective, and consider the pyramid of Maslow, you will realise that through CSR you can answer these needs.

Your CSR now becomes a marketing and business tool, enhancing the elements of a successful, visionary and innovative business.

Also CSR is fun. CSR is fulfilling. Positively rewarding with an “infallible” win-win scenario.

The greatest satisfaction in giving is when the receiver can’t pay you back!

Live your vision! – Sign up below and join my weekly newsletter

2 Responses to Why invest in CSR when the economy is slow?

  1. Adrian Nichol says:

    Hi Zeina

    This looks great. As part of my preparation for the Antarctica project, I think I am going to find your blogs really useful. Keep them coming.


Leave a Reply

What is CSR?

I often get asked this question “what is CSR?”

“Corporate Social Responsibility”

Three words that resonate well.

Three very serious, committing words. Three words that everybody uses, but not everybody embraces.

Three very serious words that should translate into fulfilling, engaging and meaningful actions.


CSR is about meaningful actions

What are meaningful actions?

From Nepal to Antarctica, from Europe to the Middle East and beyond, no stone should be left un-turned, no corner un-reached to.

From developing youth programs, to raising awareness about a healthy life style

From engaging on pediatric cancer issues to embarking on environmental expeditions

From installing solar panels in the desert to empowering women on environmental issues and the urge to stand up and act.

CSR isn’t just about writing a big cheque. CSR is a source of opportunity, innovation and competitive advantage.


A real CSR strategy

“Strategy without tactics is the slowest route to victory.

Tactics without strategy is the noise before defeat.” – Sun Tzu

To some corporations, CSR is a way of washing off their conscious, of offsetting activities that impact negatively the environment and society they operate in.

So they embrace this attractive concept.

Develop brilliant strategies, write reports and then… once presented to the board, wonder where to start, what to do, whom to do with and how?

To some corporations, CSR is a way of life.

To all corporations, CSR is becoming inevitable.


Does your CSR strategy look like this?








Random and scattershot intentions to engage?

A well thought out CSR strategy is not a random mishmash of disparate, feel good initiatives.

A CSR strategy is about positively impacting your bottom line, boosting your employees’ moral and engagement, fostering brand loyalty, and much more.

However, to be effective in your CSR efforts and to reap all the benefits, you will need to do more than simply doing good in your community .

You will need to approach CSR strategically, as a viable component of your overall business strategy, along with marketing, branding, innovation, talent management, and operations.

And you will have to effectively tell your CSR story.


What are innovative and powerful CSR strategies?

They align your business objectives to the needs of your environment

Is your main focus promoting renewable energy? Or creating a healthy environment for your employees?

I am currently working with schools on the implementation of a “Healthy Living” programme, encompassing the importance of nutrition and physical exercise to teach students and parents alike the basics of a healthy lifestyle. Alongside this initiative, based on the “BE THE CHANGE” hashtag, the program aims to empower youth to take leadership in their communities and create a better world.

Start today. Contact me, share your ideas and concerns, and let’s make it happen!


Join the movement, subscribe below to receive tips and insights

on how to integrate CSR to your company


26 Responses to What is CSR?

  1. Mabrouk Zeina! I’m so happy and proud of you. You did it, now the journey truly begins 🙂

  2. Rouba says:

    Zeinaaaaa!! So proud of you babe! you are just glowing… that’s how beautiful it is to find yourself!! BRAVOOOOO

  3. Reem says:

    OH…MY…GOD! i am so proud of u…no words can describe how happy i am at this moment! i have always told u how extraordinary i think you are…and now this is jst the beginning…i remembered a quote jst now: When you reach the highest mountain, only then you shall begin to climb” and Babe u are on the right path! i am sooooo happy we r meeting in a few hours!!!!! love you! xxxx

  4. robert swan says:

    Totally brilliant, so impressed and ready to support in any way we can at 2041
    Rob Swan
    Founder 2041

  5. Caroline says:

    Amazing job nanou, i’m so proud of you !
    Love you <3

  6. Chris says:

    Beautiful website, Zen, great job!!! All the best for all your project, you can be proud of you!

  7. Eric says:

    Hi Zeina,
    Well this is a extraordinary journey indeed!

    Hope you all the best,


  8. Virginie says:

    Tout cela semble passionnant; J’aimerai beaucoup échanger avec toi à ce sujet… A notre prochaine rencontre!

  9. Claus Frimand says:

    Hi Zeina,
    Good for you – well done.
    Keep on conquering!

  10. Ilona says:

    Zeina: WOW!
    I M SOOO PROUD what you are doing with your life! beijos

  11. Zeina says:

    It is just the beginning of the journey… join me!

  12. Nicole says:

    Amazing, so proud of you sister. We believe in you.

  13. Heather says:

    You are such an inspiration Zeina and I am so happy to be connected with such a strong and incredible woman who walks the walk!

  14. Zeina says:

    Heather… we will have our deck 5 everywhere in the world and surely run the walk together!

  15. Thanks for the tips you share through this blog. In addition, many young women that become pregnant don’t even attempt to get health care insurance because they worry they would not qualify. Although a lot of states right now require insurers present coverage in spite of the pre-existing conditions. Costs on these guaranteed options are usually higher, but when with the high cost of medical treatment it may be some sort of a safer approach to take to protect your financial potential.

  16. Anonymous says:

    Hello,I log on to your new stuff named “Live your vision | Zeina Abdo” like every week.Your writing style is witty, keep up the good work! And you can look our website about .

Leave a Reply