This look at CSR (Corporate Social Responsibility) - where it began, where it is today, and where it is headed, told chronologically and through Toby Usnik’s 25 years of brand stewarding at celebrated multinational and start-up firms - is a primer for leaders in small- and medium-sized businesses that are figuring out how to manage their triple bottom line (people, profit, and planet). This book is a primer for any leader developing or expanding their CSR efforts.

This book explains to business leaders:

• How CSR contributes to their bottom line and why they cannot "fake" caring
• How business leaders leverage to CSR make their companies more profitable, more attractive to the best talent, customers, and investors
• How CSR helps retain and grow top talent to a degree that allows them to see around corners and lead in their organizations and markets
• How CSR connect brands with the younger consumer and makes them loyal to your brand
• How good CSR creates evangelists for brands, creating a halo effect that drives more editorial and social media, and reaches consumers in more cost effective ways than advertising
• How to separate the wheat from the chaff: What are the myths and false hopes of CSR? And who are the charlatans trying to exploit a company’s efforts to create meaningful change through CSR?
• Why leaders cannot afford not to think about CSR and integrate it to their business (e.g., this is not something only for large companies or public companies)
• The ways to avoid reinventing the wheel by borrowing from those who have already established best-in-class practices
• Why and how ultimately CSR as we know it will and should go away because it is so integrated into the DNA of the brand and its employees