Consumer behaviour is influenced by factors related to brand reputation and perception at an ever- increasing rate. Such factors include positive sentiment, credibility, trust and inspirational leadership. Authentic corporate citizenship projects help brands embody these characteristics, which then helps grow their public profile and position them as a brand that cares.

In an article published recently by, 1Africa Consulting’s CEO Mosh Matsena explains the significance of integrating Corporate Social Responsibility (CSR) into brand business strategies:

“CSR and business objectives are not on opposite sides of the spectrum – on the contrary, taking a strategic approach to corporate citizenship supports business goals. This is done by assessing certain short term and long term objectives, and developing CSR solutions that will help drive these goals while generating some manner of positive impact.”