Written by Deidré Vrede, board member of the JOG (Joy of Giving) Trust, governing body of the Santa Shoebox Project.
Stress levels among South Africans have reached alarming heights, making it increasingly difficult for many to cope with life’s demands. Over 70% of South Africans admit to grappling with stress. Worse still, more than half are so overwhelmed by it that at times they cannot go to work. Health economists estimate that unaddressed mental health conditions cost the country’s economy approximately R161 billion per year, while depression and anxiety alone cost the global economy nearly US$1 trillion, according to the World Health Organization.
As the demand for mental health services in South Africa grows, many expect employersto step in and assist. A growing body of research highlights the profound psychological impact that Corporate Social Investment (CSI) initiatives have on employees’ perceptions, attitudes, behaviours, and mental health. This includes increased alignment with the values of the organisation, job satisfaction, and prosocial behaviour, which, in turn affect employee engagement, organisational commitment, and job performance. Additional benefits identified by local companies include attracting top candidates, professional development, and improved retention rates – all key factors for a successful organisation.
Beyond Philanthropy: Building psychological connections
While 79% of South African companies participate in CSI because it is “the right thing to do,” many might not grasp the full potential of giving back. CSI goes beyond simply ticking a box – it has a profound psychological impact on everyone involved. The connection between businesses, their employees, and the communities they serve is deeply psychological. When a company mobilises genuine CSI efforts that demonstrate care and authenticity, it fosters a sense of connection, strengthening the psychological bond between all parties.
While the positive psychological ripple effects across stakeholders undeniably contribute to a company’s success, the most transformative impact of CSI lies in fostering lasting psychological well-being within beneficiary communities.
Putting Psychological Needs First
Generations of trauma often leave a deep mark on disadvantaged communities, making psychosocial support an essential element of effective CSI programs. Simply providing material support isn’t sufficient. To create lasting change, we must also address the underlying emotional and mental health needs of individuals.
Building strong psychosocial support among beneficiary communities starts with empathy. By taking the time to listen to the stories of the people who live there and agreeing on appropriate interventions with them, businesses can embark on a meaningful journey, inviting employees along for the shared experience of giving back.
Dala, an arts and crafts materials manufacturer, is a shining example of the impact that companies’ involvement in CSI initiatives can have. Recognising that art is often overlooked in schools – particularly those that are resource-limited – the company donates art supplies for inclusion in Virtual Santa Shoeboxes which are allocated to underprivileged children living in remote areas. Limpho Molomo, the company’s Head of Marketing and Communication, explained that when you allow children to be creative, you positively influence their mental and emotional development as well as their academic performance.
Additionally, many of Dala’s employees, like most South Africans, have a shared experience in overcoming adversity. This awareness fosters a culture of empathy and purpose within the organisation and employees take pride in knowing that they can have a significant effect on thelives of children-in-need. Each crayon moulded and each bottle of paint can spark joy, inspire creativity, and ultimately, change lives. Through its CSI efforts, the company’s work transcends the factory floor, creating a legacy of hope.
CSI is no longer a peripheral concern. It’s a strategic imperative that unlocks the potential for profound transformation. By investing in the psychological well-being of beneficiary communities, employees, and even customers, businesses can foster a ripple effect of positive change.
