1. Teaming up with non-profit partners (3p Contributer 2017)

As can be noted in the theory about the model of strategic control, the importance of communicating to stakeholders is very important. In addition, the theory of fit has shown that when the CSR initiatives and the organisation are closely aligned, consumers will be more likely to purchase. Therefore, if the stakeholders that are non-profit organisations are aligned to the CSR of the organisation the fit would be high, leading to higher profit.   

For example, Apple has teamed up with the non-profit organisation (RED) to bring an AIDS free generation (Red 2017).  

 

  2. Branding through CSR

CSR should not just be a side project, but should be incorporated into the vision and branding of an organisation. This is something that many technology organisations are not currently doing, and so the model of strategic control should help to unite both CSR and branding.

 

  3. Creation of sustainable resources

Now, more than ever, the importance to create sustainable resources is highlighted. The importance of this can be seen in the separate committee in the UK parliament called the Environmental Audit Committee (UKPW 2017). With the rapidity of climate change and diminishing fossil fuels, organisations will need to find alternative resources to stay on top of the technology industry.

For example, currently 93% of Apple buildings rely on renewable energy, where they aim to have 100% of their buildings completely relying on renewable energy in the near future (Apple 2016; Apple 2017d). To do this they are creating solar farms and protected forests for packaging materials (Apple 2015; Apple 2017c). 

 

  4. Employees getting more involved with CSR activities 

There is a need to communicate to employees about CSR activities. This is because it will align the organisation to their stakeholders more effectively in a complementary fit (Winters 2015). In addition, 63% of employees prioritise sustainability when choosing a work position (Staples 2016). The new employees are the Millennial generation, which require more communications about CSR.

​

“Conveying CSR efforts to Millennials requires authenticity, and a unique approach as Millennials grew up with the Internet and want their voices heard. They expect a two-way, open dialogue with companies and their brands” (Rudominer 2016).