ABSTRACT
In a way, the apparent trend reflects the classic conception of a company's corporate social responsibility (CSR) efforts as an additional component to the traditional functioning of a business; in that case, priorities such as preserving or expanding customer base, and ensuring a steady inflow of talent in the company's workforce, are priorities that trump other concerns related to sustainability as a whole. Companies and young people must find ways to work together on those issues as well and still fit that into the overall CSR framework. There is, however, a deeper, newer, and very compelling approach that gives us hope. PepsiCo is positioning itself as strongly committed to CSR, both in its sustainability and stakeholder engagement efforts, with implementations varying according to context (i.e. country of operation). The benefit of engaging young people in CSR, Noha explains, is to see a flourishing generation with a positive mindset that will drive the country and the economy forward.
