In recent years, Environmental, Social, and Corporate Governance (ESG) has undergone a transformation. What began as an innovative approach to responsible management has become a central part of corporate identity for many companies. Yet alongside progress, we have also witnessed growing waves of criticism and skepticism.
In the United States, for example, the ESG debate has become politicized, with critics calling it “woke capitalism,” while others claim it is little more than “greenwashing,” disguised as values. Within this controversy, the key question is being reexamined: What is the true role of a business in shaping the society in which it operates?
The real challenge today is to prove that corporate social responsibility statements are backed by action. Stakeholders, consumers, investors, and employees expect measurable impact rather than slogans. A clear example can be seen in October – Breast Cancer Awareness Month – when brands choose to turn social values into concrete action and partner with associations that raise awareness both for early detection of the disease and the sense of loneliness experienced by patients.
Breast cancer accounts for about one-third of all new cancer cases among women each year, and it is the most common malignant disease among women across all population groups in Israel. Considering these figures, the importance of joint initiatives between brands and associations becomes even more evident. Companies that embed social and environmental values at the core of their strategy are the ones driving real change.
For example, throughout October, Strauss Group partnered with the One in Nine association in two initiatives. The first was a special pink edition of the Pesek Zman chocolate bar (translated as “Time Out,” it is the Israeli version of KitKat), encouraging women to pause, take time for themselves, and schedule a life-saving examination.
The second was pink coffee capsules, inviting women diagnosed with the disease to join the association’s By Your Side program, which connects women who have recovered from breast cancer with women currently battling, so that none of them feel alone. Together, these initiatives promote early detection and emotional support for patients, with each purchase contributing directly to One in Nine.
In recent years, we have also seen a rise in similar initiatives from other brands that incorporate meaningful values into their activity. Keter, for example, has promoted the Pink Chair initiative, encouraging women to sit, pause, and schedule an examination. Moovit has integrated awareness messages directly into its app, and internationally, Estée Lauder leads powerful global campaigns each year, lighting up landmarks around the world in pink. These examples show that companies increasingly understand that a brand is not only about what it sells, but also about what it represents.
The importance of corporate responsibility
Corporate responsibility does not end with one-off campaigns. It requires a broader and longer-term perspective on the impact companies have as part of wider social and economic systems. Authentic initiatives create genuine connections with consumers, allowing them to see brands not just as products on a shelf, but as carriers of an agenda.
The future will require brands to be social players with a clear set of values, not only providers of products or services. As the public becomes more aware, critical, and engaged, expectations for brands to act consistently and ethically will only increase. Young people, and Generation Z in particular, are looking for brands that embody values close to their worldview – such as social justice, climate action, diversity, and inclusion.
Corporate social responsibility is therefore no longer an “add-on,” but a prerequisite for business relevance, employee recruitment, and deep emotional connection with target audiences.
A survey conducted in the United Kingdom by the C&E Advisory Partnership Index found that 93% of non-profits and 82% of brands believe that corporate–nonprofit partnerships will become even more important in the coming years. This data illustrates that brands acting with listening, transparency, and genuine commitment succeed in building trust, strengthening their ties with the community, and creating a positive impact.
The more companies view their social responsibility not as a matter of image, but as part of their identity and strategy, the greater the potential for meaningful societal change.
The writer is the head of corporate responsibility at the Strauss Group.