Driving positive change: How CSR Initiatives benefit Companies and Communities

Recently, WestProp Holdings handed over a room at Rainbow Children’s Village, a home which seeks to provide support for children who are cancer patients. Founded in 2017, Rainbow Children’s Village offers a restorative home where the young cancer patients can recover, be monitored and recuperate from treatment.

The room that was handed over by WestProp Holdings, aptly named Tadiwa, was dedicated to the firstborn of one of our team members. Tadiwa braved leukaemia but lost the fight as a child. The room, now a representation of our contribution, will carry on Tadiwa’s legacy and that of many others, helping other children fighting cancer.?

So, in this article, I am writing about the importance of Corporate Social Responsibility (CSR), how it benefits companies and communities, and what it specifically means for us at WestProp Holdings.

CSR in the WestProp DNA

Corporate Social Responsibility (CSR) is becoming increasingly important in today's business landscape. CSR involves considering the interests of various stakeholders, including employees, customers, suppliers, communities, and the broader society while making business decisions. While some might argue that CSR is merely a marketing ploy, it is, in fact, an essential aspect of modern businesses for several reasons.

I can proudly say that at WestProp, our CSR initiatives are not about ticking a box. We genuinely care about improving the lives of those less privileged in our community and we go above and beyond to leave a long-lasting positive impact. WestProp gives back 10 percent of its profits to the community, intending to help disadvantaged groups, mainly orphans and widows.

Firstly, CSR helps build a positive brand image. In an era where information spreads rapidly through social media and consumers are more conscious than ever, a company's reputation can make or break its success. Customers are increasingly choosing brands aligned with their values and actively supporting those that demonstrate genuine commitment to social and environmental causes. By demonstrating a strong CSR strategy, a company can differentiate itself from competitors, attract more customers, and build brand loyalty. This positive perception can lead to increased sales, as consumers prefer to associate themselves with organizations that have a positive impact on society.

Another crucial aspect of CSR is its ability to enhance employee morale and attract top talent. At WestProp, our CSR initiatives are spearheaded by our employees. They are active participants in identifying and helping the beneficiaries. This results in a strong unity of purpose between employer and employee. And the great part is that everyone can be part of our CSR team. From top-level managers to support staff such as our cleaners, anyone is welcome to make a positive impact

Using CSR to build sustainable businesses

When a company invests in CSR initiatives, it sends a message to its employees that it cares about the well-being of society and the environment; and this same message resonates throughout all of WestProp. We are dedicated to doing good all around. Moreover, CSR initiatives often provide employees with opportunities for community engagement and volunteering, fostering a sense of pride and camaraderie within the organization. This positive work culture helps attract and retain talented individuals who are not just driven by monetary compensation but also seek meaning and purpose in their work.

Furthermore, embracing CSR is crucial for long-term business sustainability. At Westprop, we embrace the ESG framework (Environment, Social and Governance), and our community engagements help us to ensure that the business prioritizes giving back to the communities around us. Last year, we adopted a nearby park, Greenwood Park and we revived the park to provide an outdoor leisure space where the surrounding community can relax. Holistically, embracing the ESG framework ensures our company's survival in a rapidly changing business landscape and also contributes to a more sustainable and equitable world.

The importance of CSR is also evident in the positive impact it has on local communities. Businesses operate within societal structures, and their actions can significantly influence the communities they are a part of. By actively engaging in community development programs, such as supporting local schools, healthcare facilities, or social initiatives, companies can contribute to the welfare of the communities they operate in. These efforts not only improve the lives of community members but also build trust and positive relationships with stakeholders. Engaging with communities in a responsible manner adds value and helps businesses become legitimate and respected members of society.

The number of CSR initiatives that we take part in is far too many to list here all of them here, but in 2023 WestProp Holdings lent a helping hand to several organisations including Nyararai Children’s Trust, Harare Children’s Home, Parirenyatwa Hospital and Elim Mission. In total, we assisted over 150 individuals through paying school fees, capital investments in small to medium-scale businesses, building materials, stationery donations, grocery donations and health care equipment donations.?

Ultimately, I hope that we entrench helping others in our daily lives; at home or the workplace. No matter how small it might seem, a little love goes a long way! I am confident that while we work towards the 1 BILLION BRICKS vision, we will continue assisting the less privileged, helping them to also grow onwards, upwards and outwards.?

Conclusion

Corporate social responsibility is of utmost importance in modern businesses, including ours. It goes beyond simple philanthropy and has a significant impact on a company's brand image, employee morale, long-term sustainability, and community development. Embracing CSR is a crucial step for businesses to thrive in today's socially and environmentally conscious world. By taking proactive measures, companies can not only enhance their reputation but also contribute positively to society and ensure a better future for all.

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