Contributing to society

It is a trend that organisations no longer only deliver what they are good at, but also aim at contributing to society as a whole. This sometimes stems from an intrinsic motivation of the owners or employees, but more and more often this is done because it is proven that customers appreciate such efforts. Customers no longer want to be just customers, but want to be able to connect to an organization with which they share certain values.

Companies and institutions choose charities and projects in the field of sustainability. For example, a project to offer free consultation hours for the homeless was highly appreciated by patients of this specific care institution (3). Furthermore, the employees found it a positive development (2). Besides that, these projects also have a positive impact on our society (3).