BT links profit to social concern

Companies which behave in a socially responsible way are tipped for future commercial success in a new report for think-tank The Future Foundation.

Companies which behave in a socially responsible way are tipped for

future commercial success in a new report for think-tank The Future

Foundation.



Called ’The Responsible Organisation’, the report, commissioned by BT,

suggests that in the future, corporate reputation and customer loyalty

will be built on the quality of companies’ staff care programmes, their

environmental and fair trade policies and the support they offer local

communities.



’Our research confirms that focusing on (social responsibilities) will

become as important to companies’ future strategies as advertising is

today,’ said Michael Willmott, partner at The Future Foundation.



More than two thirds of the public believe companies should share

responsibilities with the government for the provision of healthcare for

workers and their families and for training employees, according to the

research.



It also shows that companies which assume greater social responsibility

for workers are likely to perform better in the stock market, while

sending positive signals to potential employees.



According to the report, the traditional divisions between governmental

and business responsibilities are shifting. The public feels that

corporations should shoulder as much as 40% of the responsibility for

regenerating local communities.



BT commissioned the report as part of its community partnership

programme.



BT is a founder member of The Per Cent Club, a group of companies which

commit pre-tax profits to social projects.