Creating a meaningful connection between corporate goals and social impact is no longer a “nice to have” — it’s essential. On a recent episode of The Bliss Business Podcast, we had the pleasure of speaking with Sarah Middleton, CEO of Mission Up, about how companies can build authentic corporate social responsibility (CSR) initiatives that foster purpose, connection, and positive change.

Meeting the Workforce’s Need for Purpose

Sarah emphasized that today’s workforce, especially younger generations, craves purpose in their professional lives. “It used to be a ‘nice to have,’ but now it’s a ‘need to have,’” she shared. Employees are not just looking for a paycheck — they want to be part of organizations that prioritize making a difference.

Sarah discussed how CSR initiatives, like volunteering programs, can address this need while also boosting employee engagement. “Volunteering creates shared experiences that break down silos within an organization and strengthen bonds,” she noted. These programs give employees a platform to connect over shared values, creating a culture of unity and purpose.

Reflection: How can your organization align its values with opportunities for employees to make an impact? Purpose-driven work doesn’t just benefit employees; it creates ripple effects across the organization.

Authenticity in CSR: The 70/30 Rule

For CSR programs to resonate, they need to go beyond box-ticking. Sarah outlined her 70/30 rule as a framework for designing impactful initiatives. “Seventy percent of your company’s social impact work should align with your core competencies,” she explained. “The other 30 percent should be driven by employee choice.”

This balance allows companies to create programs that feel both authentic and inclusive. By empowering employees to champion causes they care about, organizations can foster deeper engagement and trust.

Takeaway: Authentic CSR starts with leadership buy-in and a long-term commitment. Ensure your initiatives align with your company’s expertise while giving employees a voice in the process.

Volunteering as a Gateway to Empathy

Volunteering isn’t just about giving back — it’s about gaining perspective. Sarah shared how immersing oneself in volunteer activities helps build cognitive diversity and social awareness. “When you volunteer, you step into new environments, meet different people, and learn new skills,” she said. “These experiences naturally foster empathy and connection.”

She highlighted how volunteering can also break down professional hierarchies within organizations, creating opportunities for employees to interact with colleagues they might not normally engage with. “These shared experiences are invaluable for building empathy and strengthening organizational culture,” Sarah noted.

Challenge: How can your company create more opportunities for employees to volunteer and connect? Consider partnerships with local nonprofits or skills-based volunteering initiatives that align with your team’s expertise.

From Transactional to Transformative

One-off volunteer events can be a good starting point, but Sarah urged organizations to think bigger. “Transformative impact comes from long-term partnerships with nonprofits,” she said. By co-creating initiatives that align with company values, businesses can drive sustainable change while also reaping the benefits of enhanced brand reputation and employee development.

Sarah pointed to Salesforce’s 1–1–1 model as a prime example of systemic CSR. This framework — donating 1% of revenue, 1% of equity, and 1% of employee time — has become a gold standard in the industry, demonstrating how scalable systems can embed social impact into a company’s DNA.

Key Insight: Building love into scalable systems ensures that social impact becomes a lasting part of your company’s culture, rather than a one-time effort.

Storytelling: The Heart of CSR Communication

According to Sarah, storytelling is critical for amplifying the impact of CSR efforts. “Communicating both inside and outside the company is essential,” she said. Stories help employees process their volunteer experiences and showcase the company’s values to clients, customers, and the broader community.

She encouraged companies to embrace transparency in their storytelling, sharing both successes and lessons learned. “Thought leadership in this space can inspire others and build your organization’s credibility,” Sarah added.

Food for Thought: How can your organization use storytelling to highlight the impact of its social initiatives? Encourage employees to share their experiences and celebrate the collective efforts of your team.

Final Thoughts: Building a Culture of Care

For Sarah, the future of CSR lies in fostering a culture of care and empathy. “We need to be a society that has compassion for others,” she said. “If we can bring love and understanding back into the workplace, we can create healthier, happier communities.”

Her insights serve as a reminder that CSR isn’t just a business strategy — it’s a mindset. By prioritizing purpose, authenticity, and connection, organizations can drive meaningful change that benefits employees, communities, and the world at large.

Check out the conversation with Sarha Middleton on The Bliss Business Podcast

Originally Featured on The Bliss Business Podcast Blog