Let’s be honest: even the most well-intentioned companies get Corporate Social Responsibility wrong.

Not because they don’t care — but because they misunderstand what CSR actually is.

After leading programs at global brands like Kraft Heinz, McDonald’s, and now Highmark Wholecare, I’ve seen how easy it is to fall into the trap of “good optics, bad execution.” CSR isn’t a side project or a line on your annual report — it’s a business strategy.

Here are seven of the most common mistakes companies make — and what they should do instead.

1. Treating CSR as a PR Play
CSR is not a publicity stunt. If your entire program lives in your marketing department, it won’t survive scrutiny. When you treat CSR like a headline generator, you erode trust — especially with employees and communities.

Instead: Bake CSR into your operations. Use it to drive long-term business value, not short-term buzz.

2. Writing Checks Without Building Relationships
A donation is not a strategy. Companies often fund nonprofit programs without engaging in meaningful partnerships or understanding the real needs on the ground.

At Highmark Wholecare, we work side-by-side with nonprofits, co-creating solutions for underserved families — not just writing checks.

3. Going Big Before Getting Aligned
Major campaigns collapse when CSR, marketing, HR, and executive leadership aren’t rowing in the same direction. Misalignment leads to missed impact.

Instead: Start with an internal strategy session. Clarify your “why,” agree on what success looks like, and bring the whole organization with you.

4. Ignoring Employees
Your employees are your most important CSR audience — and your strongest advocates. If your CSR program doesn’t engage them, it’s missing the mark.

At Kraft Heinz, we empowered employees to tell the story. That internal energy amplified our external impact — and made CSR part of the company culture.

5. Saying Too Much, Doing Too Little
Vague sustainability claims. Empty DEI promises. The public sees through it. In the age of accountability, CSR talk without walk is a reputational risk.

Instead: Be honest about where you are. Show your progress. Share your missteps. Authenticity wins.

6. Failing to Measure Impact
If you’re not measuring your results, you’re not managing your program. Too many companies can’t articulate the return on their CSR investments.

When we launched Farm-to-Family at Highmark Wholecare, we didn’t just distribute produce — we tracked pounds delivered, families reached, and biometric screenings performed. That’s how you prove value.

7. Following Trends Instead of Leading with Purpose
Jumping on causes because they’re popular is a recipe for backlash. Your CSR strategy should reflect your core values — not the news cycle.

Nestlé’s Very Best in Youth campaign succeeded because it aligned with the brand’s long-standing commitment to leadership and community development. It wasn’t trendy — it was timeless.

Here’s the truth:

CSR isn’t about doing what looks good. It’s about doing what matters — for your people, your partners, and your business.

At Sapos Communications, we help companies avoid these mistakes and build CSR programs that deliver real, measurable results.

If you’re ready to do CSR the right way, let’s talk.

– Judy