Accountability of sustainability

Abstract

This paper provides a detailed examination of how corporate branding creates value, and more specifically, identifies the role of sustainability in building market capital. Two valuable keys to getting the budgets necessary for a successful corporate social responsibility (CSR) programme are being able to speak the CFO's language, and understanding that the CEO's role is to build corporate value. This is an objective approach to CSR measurement and investment in the corporate brand, which affects everything from recruitment to cash flow, and to market capitalisation. The best way to get senior management to invest is to connect measurable CSR successes with a corporate brand.