By Chinmay Narang

Our country is experiencing a health disaster.

A chunk of that health disaster has its impact on the economy. Contrary to the popular belief, an Economy is not a stagnant, stale object. An economy is a living, breathing, always-moving structure. The minute an economy “halts,” the economy perishes. It requires action in order to sojourn.

Part of what carries our economy forward, are the industries. Industries must be strong enough to endure change. Some industries accelerate to meet unforeseen demand, and others decelerate due to demand vanishing. In this sense, there end up being corporations that do very efficiently during plunges, while other businesses and operations crumble to a termination—or go out of business all in all.

Nonetheless as the part of business in society propels to grow and stakeholder capitalism becomes conventionally recognised, corporations are rising to the challenge. It is reassuring to see how, even in the depths of challenging occasions, corporate social innovation is here to save the day.

Corporate social innovation comprises of the many ways in which businesses can have a beneficial effect. Through charity, corporations contribute direct donations or in-kind aid; through advocacy, companies have the power to carve public policy; through corporate social responsibility programmes, companies employ their abundant resources towards the assistance of the society and through shared value creation, corporations cultivate cost-effective new products and services that focus on unmet social demands. It is promising to see corporations adopt corporate social innovation, especially during the COVID-19 crisis.

With the disclosure by the regime that any amount donated by companies in backing of the fight against COVID-19 will qualify as CSR, a majority of the corporates either contributed to the PM CARES Fund or for various other objectives that engaged in protecting well-being and preventing famine.

Some companies executing CSR by advocating social consciousness for social-distancing: KFC, McDonalds, Audi, Coca-Cola, Volkswagen and many more.

McDonalds delivered a message to their customers by dividing its ‘M’ logo into ‘n – n’ to illustrate social distance. Likewise, Audi detached the four rings in its logo and examined a tagline to maintain distance. Volkswagen also displayed a new logo with a gap between V and W. KFC also changed its tagline iconic ‘finger lickin’ good’ tagline to get in line with the general covid protocols.

The way consumers interact with brands today is changing. For companies to commit and relate with today’s even-more empowered buyer, they need to assure that their status, and their actions that they partake in, has the appropriate consequences.

In a world where the target market expects a business to not only deliver exceptional products and services, but also to commit to the society, and become more transparent with having an active part in addressing global issues, corporate social innovation has most definitely become a mandatory requirement for any organization in India.

It will be wise if the enterprises concentrate on fields the society require a development in by comprehending them. This will, in turn, provide extensive advancement of both, the country, and as well as the company.