I am working with a client on a program to help celebrate their code of commitment, and bring it to life as a vibrant part of their culture. This is serious, important work….and I commend them for their desire to not just talk the talk, but to really walk the walk, and celebrate their colleagues who are living by their code, every day. Together, we are taking this project very seriously. Because living up to your Code of Commitment is serious business.

Lately, the discussion around CSR — which in its best embodiments begins with a code of commitment — has been very scholarly, serious and perhaps even a tad preachy. I’ve read pieces by smart people who admonish HP for not “living their code” and as a result, ousting their CEO who didn’t live up to the standards. I wrote recently about CSR being part of the 5 Commandments for brands. I’ve advocated that CSR should report to the CEO. And with 20 years in this business of reputation management, I suppose I’ve even been a tad preachy from time to time.

Last week, I visited a camp for children with cancer. Talk about finding perspective.

I went there with a client that is developing some new philanthropic programs as part of its commitment to CSR. They are not overly interested in how to get credit, generate publicity or engage their stakeholders. They want to help. It isn’t about being responsible…it is about being real.

As I entered the camp, I read a sign that said “Some people care too much; I think they call it LOVE.” I watched these kids “Sing You In” to camp, get a lanyard and race off to swim lessons. I forgot all about criteria for CSR, reputation management and employee engagement. And I remembered the many moments in these two decades when my company, and my clients, have provided me the opportunity to simply do something good…just because we can.

Responsibility. Trust. Transparency. All big concepts today….but not bigger or more important than REAL.

cwinters CSR Code of Commitment, corporate responsibility, CSR, HP, trust

It isn’t often a company makes headlines for writing a philanthropic check. But Walmart decided to go big. Two billion dollars big in cash and food to fight hunger.

This isn’t a simple, though extraordinary, act of charity. It’s smart CR. Walmart is taking some ownership of an issue that can be addressed through its core business and is in a substantial position to do something about.

It has an astronomically large consumer base, many of whom (judging from the data in the article) rely on food banks. Such a gesture is about connecting with the communities in which Walmart operates, and Walmart operates just about everywhere. The company also has “donated the services of its staff to help food banks improve lighting and refrigeration, and develop ways to increase the amount of fresh food on their shelves.” So, it’s about coupling the bills with the skills.

Mike Sacks can be reached at msacks@mww.com.

msacks CSR corporate responsibility, CSR, Target, Walmart