00:00 and I've coined the term corporate political responsibility about nine years ago and I think it's a concept which
00:06 I started promoting the concept of CPR about nine years ago and it's a concept that is part of the evolution of corporate social responsibility.
00:13 We all know the concept of CSR which emphasizes the ecological and social dimension.
00:18 I think we should focus more on the commitment in the political sphere.
00:22 Here we are talking about business case, that is, practical cases, companies that increase their profits and invest in their brand
00:28 and gain advantages in market competitions.
00:31 Through the actions of responsible and strategic lobbying, companies have the possibility to position themselves,
00:36 to find new ways to communicate with stakeholders, making themselves relevant for the public sphere.
00:41 Moreover, this is also a great way to attract talents, strategic thinkers for companies,
00:46 because if it is true that in the future the political impact will be more and more important,
00:50 we need business leaders who are able to act and think politically.
00:55 Companies need political awareness and to cultivate a political mission
01:00 that is part of their brand strategy.
01:03 Fill your mission statement with life.
01:06 And here you can find a mutual benefit for society, for democracy and corporations.
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