CSR & ESG with purpose: how to build projects that matter (and don’t feel like marketing)
A lot of CSR/ESG projects start with good intentions… and end up as a one-off donation, a photo op, or a report section that no one reads.
Purpose-led CSR/ESG is different. It’s not “doing something nice”. It’s solving something relevant in a way that builds trust, engagement, and long-term value for both society and the business.
Why meaningful CSR/ESG is worth doing (when done properly)
1) Trust becomes a business asset
Stakeholders are sceptical now. Tangible, consistent action builds credibility in a way advertising can’t.
2) Talent and retention
People want to work for organisations that stand for something and can prove it.
3) Licence to operate
Communities, regulators, partners, and customers increasingly expect responsible behaviour, not just compliance.
4) Stronger relationships with clients and partners
Purpose projects can create new partnerships and strengthen your reputation in your ecosystem.
5) Real risk reduction
ESG done well addresses real risks: supply chain, data/privacy, health & safety, climate exposure, and governance issues.
The biggest mistake: choosing “causes” instead of choosing “impact” If your CSR feels disconnected from what your company actually does, people will sense it immediately.
The best projects sit at the intersection of the following:
Business reality (what you do, what you influence)
Stakeholder needs (employees, community, clients, regulators)
Measurable outcomes (what changes because you acted)
Here is a Simple CSR / ESG Testing Framework:
If you stopped posting about it, would it still be worth doing? How to design CSR/ESG projects with purpose (a practical framework)
Step 1: Start with materiality (relevance before creativity)
Ask:
Where do we have the biggest footprint? (people, environment, society, governance)
Where do we have the strongest leverage to help?
What would our stakeholders say is most important?
Pick one to three themes for focus (e.g., education access, inclusion, circularity, community health, digital safety, youth employability).
Step 2: Define one clear outcome (not ten vague goals)
Avoid: “raise awareness” as the main KPI. Instead, use outcomes like:
“X people trained and employed”
“Y tons of waste diverted”
“Z schools equipped”
“A% reduction in emissions across a process”
“B small businesses supported with measurable revenue uplift”
Step 3: Build the project like a product, not a campaign
Great CSR/ESG has:
a target audience (who benefits)
a value proposition (what changes for them)
a delivery model (how it’s implemented)
a timeline (pilot → scale)
an owner (who is accountable)
Step 4: Partner smart (credibility + execution)
The best partners are often:
reputable NGOs with delivery capability
universities / local institutions
specialist experts
community organizations
Define roles clearly: who does what, who owns data, who reports results.
Step 5: Measure what matters (and report honestly)
Pick a small set of metrics:
Output (what you did) — e.g., workshops delivered
Outcome (what changed) — e.g., employment rate after training
Impact (longer-term effect) — e.g., income uplift after 6–12 months
Honesty builds trust:
Include what didn’t work
Show what you will improve. This is how you avoid “greenwashing” perceptions.
Step 6: Communicate with humility and proof
Best practice:
Lead with beneficiaries and outcomes, not brand glory
Use real numbers and third-party validation when possible
Keep storytelling consistent (quarterly rhythm beats a one-off splash)
A strong line to live by: “Evidence first, emotion second.” How to deploy it inside a company (so it actually runs). CSR/ESG fails when it has no internal operating system.
What works:
executive sponsor + clear owner
cross-functional team (HR, legal, procurement, comms, operations)
budget + realistic timeline (pilot before scaling)
supplier/partner standards (especially for ESG claims)
internal engagement plan (employees as participants, not spectators)
The CSR/ESG Takeaway
Meaningful CSR/ESG isn’t about being seen to care. It’s about building programmes that create measurable change, aligned with your business reality — and communicating them with clarity and credibility.
Purpose isn’t a slogan. Purpose is a system.
About the Author
Steve Gardiner (exec MBA) is a senior marketing and commercial leader at Lighthouse PR, bringing global experience from Accenture, Electronic Arts, Virgin Media, Telekom, and Etisalat. Latterly, as VP Business at Etisalat, he was responsible for $1.8B in revenue.
Today, Steve applies his strategic, marketing, and growth expertise to support Lighthouse PR clients as part of the agency’s service offering.