In an era where businesses are judged not just by profits but by their purpose, Corporate Social Responsibility (CSR) has become a necessity, not a luxury. But what if art could be the key to making your CSR strategy more impactful and memorable?
Corporate Social Responsibility (CSR) is aptly termed "the moral face of globalisation," and it’s more essential than ever in 2024.
In this guide, our corporate art curators outline one powerful approach: corporate art. By integrating art into CSR, brands can vividly showcase their values, strengthen community bonds, promote environmental awareness, support local and diverse community members — all while leaving a lasting impression on both employees and the public.
In this article, you'll find:
"CSR activities are self-regulated actions that a business can take in order to be more socially accountable to its stakeholders and the public in general."
The Benefit of Art for CSR Strategies
Environmental Awareness: Create eco-friendly initiatives through sustainable art.
Employee Retention: Foster creativity, pride and increased retention among employees by integrating art into the workplace.
Promote Inclusivity & Diversity: Collaborate with diverse artists and underrepresented communities.
Boost Public Perception: Enhance brand identity through meaningful art projects.
Strengthen Community Bonds: Use art to build connections and address local challenges.
CSR: is it worth it?
Corporate Social Responsibility (CSR) has become essential for businesses aiming to thrive in today’s competitive market. It offers tangible benefits, such as improved access to capital, increased sales, reduced operational costs, enhanced employee retention, and a stronger brand reputation. According to recent studies, 89% of Gen Z and Millenials are likely to switch to a brand associated with good causes.
At its core, CSR is about a genuine desire to give back by being socially accountable. This concept, also theoretically referred to as "conscious capitalism," was popularised by Whole Foods co-founder John Mackey and Raj Sisodia in 2014. Businesses that treat CSR as more than a marketing ploy and integrate it authentically into their operations are far more likely to endure and flourish.
The Risks of Superficial CSR
However, CSR has faced criticism in recent years, mainly when companies fail to align their actions with their promises. A notable example is Volkswagen’s emissions scandal. The company marketed its cars as environmentally friendly, but they were found to emit up to 40 times the legal limit of nitrogen oxide. Such failures highlight the importance of accuracy, integrity, and genuine commitment in CSR efforts.
The Rewards of Doing CSR Right
Despite the risks, a well-executed CSR strategy can deliver immense value. When done authentically, it fosters trust and loyalty among both customers and employees. Research by organisational behaviourist Sigalit Ronen, sustainability expert Carol-Ann Tetrault Sirsly, and workplace psychologist Silvia Bonaccio found that employees who perceive their company as genuinely giving back are more engaged, productive, and collaborative. Conversely, insincere efforts can damage morale and harm a company’s culture.
"To be successful in business in the 21st century, you must successfully integrate corporate responsibility into the heart of the business."
— Phil Knight co-founder of Nike (1999)
The bottom line? CSR is worth it—but only if done right. A token effort won’t fool today’s discerning audiences. For businesses willing to lead with authenticity and accountability, the opportunities are endless.
What is CSR in art?
CSR initiatives related to art take many forms. Brands are increasingly leveraging corporate art initiatives to drive sustainability, foster community engagement, and support important causes as part of their CSR strategies. Here are key ways companies incorporate art into their corporate social responsibility strategies:
Hiring local artists
Some brands collaborate with local artists to design their products, promoting local talent and craftsmanship.
Sustainable art collections
Curate corporate art collections that focus on sustainability, raising awareness about environmental issues and showcasing how art can play a pivotal role in driving corporate sustainability through creative expression.
Sponsoring public art installations
Companies are discovering how art elevates CSR by sponsoring public art projects that foster community engagement and create accessible, impactful artistic experiences aligned with their social responsibility goals.
Supporting art education
Many businesses integrate art for community engagement by investing in art education programs for underserved youth, helping to foster creativity, promote inclusivity, and provide equal opportunities as part of their CSR efforts.
Partnering with an exhibition art consultancy
Some brands harness an art consultancy's resources and know-how by collaborating with non-profits to host art exhibitions that highlight social justice issues, using art as a platform for change.
Funding artist residencies
Others fund residencies for artists, focusing on cultural preservation, innovation, and the intersection of art and social impact.
What Brands are Already Harnessing the Power of Art for Their CSR Strategy?
Corporate art collections are typically one part of a CSR strategy; but it's important not to underestimate how corporate art can significantly tick off your company's key goals and objectives. Above all, corporate artwork can align with the up-to-date definition of CSR: to align a company's social and environmental activities with its business purposes and values.
It is extremely common for organisations to have corporate art collections or to invest in art responsibly. Some key examples include: Nike, Louis Vuitton, Unilever, Bank of America, Deutsche Bank, Google, Meta, LinkedIn.
Let's unpack a key case study: how Nike uses art for CSR success.
Nike
Nike is a fantastic example of a company that has harnessed all art has to offer in terms of bringing a positive impact to the world. As part of their dedicated CSR strategy, Nike frequently works with local arts groups to design products or office art.
“Corporate responsibility challenges us to take a good, hard look at our business model, and understand our impact on the world around us.”
— Nike’s 2004 report
Nike x Homeboy Industries
Nike collaborated with Homeboy Industries (above), the largest gang rehabilitation and re-entry programme globally, to create sneaker designs inspired by Latinx heritage. This initiative highlighted the vibrancy of the community while reinforcing Nike’s commitment to inclusivity and social justice.
Schlesische27 Collaboration
In Berlin, Nike partnered with Schlesische27, an organisation that engages socially disadvantaged youth through art and culture. Together, they created a series of vibrant paintings, providing a platform for these youths to express themselves and contribute to their community.
#ConverseCityForests Campaign
Nike’s sustainable art campaign involved creating murals in urban areas painted with CristalACTiV™️ photocatalytic paint. In Johannesburg, artist Seth Pimentel (aka African Ginger) designed a mural capable of purifying the air equivalent to planting 91 trees. This project showcased how art can merge creativity with environmental sustainability.
How Artelier can help:
Our specialised corporate art consultants at Artelier would love to help you locate the most suitable arts organisation to maximise your CSR strategy. Do get in touch if you'd like to know more about the myriad ways we can assist.Artelier Art Consultancy has a stand-out porfolio for sourcing sustainable art and sustainable artists for your corporate art strategy (or corporate social responsibility strategy). If you’re interested in giving back to local communities and the environment through carefully curated, sustainable art, reach out to us to discuss options.
4 Practical Steps for Implementing Corporate Art in CSR
This section offers up free actionable CSR examples for companies looking to get a sense for where to begin. Below are just some of the ways our art consultancy can help devise or implement various CSR approaches.
1
Identify your CSR goals
First our corporate art consultants will identify your CSR Goals. This tends to be what social, environmental, or cultural issues the company aims to address, and what creative, innovative and feasible ways art can achieve this.
2
Use our database
Secondly, our art curators investigate our database of over 8,000+ artist contacts and portfolios (including an abundance of sustainable, trail-blazing art) to collaborate with artists that align with your goals above.
We always ensure a balance between artistic freedom and brand messaging, so that your corporate art collection uniquely speaks to employers and consumers while being bespoke and memorable.
3
Get the community involved
Thirdly, we will assess any opportunity for community involvement, ensuring the art initiative includes or benefits the community — either through participation or by addressing community-specific concerns.
4
Establish metrics for success
Lastly, our expert corporate art advisory services will work with you to establish metrics for success, so that the impact of the art project on the environment, brand identity and commercial value can be communicated to stakeholders.
Conclusion
To conclude, implementing art into your corporate social responsibility (CSR) strategy is a highly impactful way to build a strong CSR rapport for both your business and the wider community.
Let's summarise some key top benefits of corporate art for CSR:
Environmental Awareness
Employee Retention
Promoting Inclusivity & Diversity
Boost Public Perception
Strengthen Community Bonds
In a society that increasingly values sustainability and direct community engagement, there are numerous ways that art can enhance these fundamental goals that many businesses are aiming to strengthen. From hiring local artists to bring diversity and innovation to office spaces, to engaging with community groups in sustainable art installations as part of your marketing campaigns, there is something for businesses of all sizes.
If you'd like expert guidance on delivering a corporate social responsibility strategy, our curators at Artelier are well equipped to elevate your future growth. We specialise in: art consultation for sustainable and nature-themed collections, art consultancy for global corporate expansion, and art for corporate settings. Get in touch with to learn more; we're happy to help.
