If you speak to CSR executives you will commonly find the following aspirations:
We want wider audiences to know and care about our CSR journey
We want to build a trusted relationship with our stakeholders
We want to get credit for the genuinely good work we’ve already done
In spite of these aspirations, the state of the current practice is to then proceed as though these aspirations didn’t exist, pushing out dull and data-heavy reports that may be useful to expert audiences, but not fit for purpose for the objectives above.
2017 was a year dominated by video content. It was the year that Instagram Stories exploded, that YouTube consolidated its position as storytelling platform of choice for creators across the globe, and that Facebook, Apple and Netflix doubled down on their investment in new video programming.