INTA: CSR in our most challenging times ... and beyond

To build trust, brands should approach IP protection and CSR programmes as interdependent strategic priorities, and make sure they communicate their aims and initiatives effectively, as Ayala Deutsch of INTA outlines.

In so many ways, 2020 is a watershed moment for humanity and the planet. The COVID-19 pandemic has affected almost every aspect of our lives. In many respects, things will not return to a pre-COVID-19 “normal”. While brands need to contribute toward the response efforts, as we emerge from this crisis, they will need to assume an even greater global responsibility.

The term corporate social responsibility (CSR) was coined by the American economist Howard Bowen in 1953, and the idea of a social contract between business and society has grown in popularity over the subsequent years. Today, CSR is a strategic priority for most organisations. 

This trend is, by and large, driven by the market. As the next generations have become mainstream consumers, their expectations of major brands have intensified. This year Generation Z became the largest consumer group globally. According to INTA’s 2019 attitudinal study, “Gen Z Insights: Brands and Counterfeit Products”, 85% of Gen Zers believe that brands should aim to do good in the world. Other generations think the same and shop accordingly. In other words, CSR is good not only for the planet, it’s good for the bottom line.