Communicating corporate social responsibility (CSR) is as important as your intention to use business as a force for good.

Demonstrating a genuine commitment to solving societal and environmental issues is expected of businesses by employees, customers and now, investors. This is good news and we’ve come a long way. But there’s a disconnect between what responsible companies are doing and what they are saying. While more companies are integrating values into their business strategies and embracing the principles of a triple bottom line, they fall short in effectively communicating corporate social responsibility to stakeholders and the public. Why?

Business leaders and marketing teams are uncertain about how to message their good work.

They worry about sounding inauthentic, they are self-conscious about not having joined the movement sooner, or they are concerned that they aren’t doing enough to talk about it. And, companies fear public backlash and the greenwashing label. As a result, their corporate messaging conveys too much, too little, or nothing at all about its social impact and environmental initiatives.

If companies that are committed to doing the right thing aren’t talking about it in the right way, they are inhibiting their own growth. Consumers are increasingly making purchasing decisions based on brands with purpose that reflect their values. Job seekers prefer to work for companies that have built values and ethics into their business models. And, investment firms are increasingly integrating sustainability and social impact criteria into their investment strategies.

Revenues, profits and share price accountability are inevitable pressures that businesses will always face. But, capitalism is evolving. The way that companies communicate their good work can, and should, strengthen both the movement and the growth of a conscious business. Candor is the key.

Responsible businesses can admit to being a work in progress and be honest.

Start by being honest about the big issues that your business is addressing. Even say what your company does or has done in the past to contribute to the problem. Though you may not have immediate solutions, back your social and environmental commitments with transparency. Celebrate milestones, explain misses, and changes in plans. Your honesty will build trust with consumers and stakeholders. Bold corporations like Starbucks, Unilever, Danone, H&M and Salesforce are open about SDGs (sustainable development goals), and their challenges in achieving milestones.

Whether you are introducing corporate responsibility initiatives, revisiting your social impact strategy, or formulating messaging for the launch of a  purpose-driven company, candor serves well as a guiding communication principle.

An effective corporate communication strategy is only as strong as its foundational messaging.

Whether you are communicating corporate social responsibility to employees, investors, media, or the public-at-large, your key messaging needs to be engaging, compelling, and memorable. These tips will help your business build solid messaging pillars to lean on when communicating with diverse audiences for different purposes.

Shake off uncertainty and boldly communicate your company’s commitment to helping solve society’s social, economic, and environmental issues. Not only does it bring rewards in customer loyalty, increased revenue, positive media exposure, and employee satisfaction, it positions your business alongside the changemakers who are proving that “profit with purpose” has the power to change the world.

Further Reading about Communicating Corporate Social Responsibility: