Just picking up on your comment about the best ‘jumping off point,’ I feel that the best approach is for companies to identify issues which are particularly pertinent to their industry.

In the fast food industry, for example, the largest area of concern from the point of view of key stakeholders which is pertinent to the industry relates to public health concerns, particularly obesity. Accordingly, the predominant area of focus for participants in the fast food industry should be the offering of healthier menu options, the elimination of harmful ingredients and contributing toward public education in relation to healthy dietary habits.

There would probably be little point, from a viewpoint of stakeholder relations, in a fast food company planting thousands of trees if it refused to undertake any form of substantial action in the area of public health – the key area of concern for its stakeholders.

The same holds true across the majority of industries. CSR efforts should begin with the issues which are most pertinent to the industry concerned.