Citing programs at companies such as Cisco, Starbucks and SAP, the study recommends two simple steps that managers can take to engage staff with CSR:

• Encourage employees to talk about and develop shared experiences with customers around the company’s CSR activities.

• Make sure that company leaders take a visible role in enacting CSR.

The study, published in the May 2014 issue of the American Marketing Association’s Journal of Marketing, finds that employees feel more connected with companies and customers when they engage in CSR activities.

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