Talent doesn’t just follow the money—it responds to new opportunities and improved quality of life offered by new positions. In today’s competitive job market (despite recent softening), companies aren’t just promoting open roles; they’re also selling and promoting the communities where those roles exist. If housing is unaffordable, schools are under-resourced, or the communities feel unsafe, top candidates will look elsewhere—no matter how strong the salary or brand. Investing to ensure thriving communities is not just a social good strategy; it’s a strategic business strategy.
Boston Consulting Group reported that 52 percent of job candidates would decline an attractive job offer if the location didn’t meet their expectations. And with Paychex reporting that 57 percent of business leaders list attracting and retaining talent as top priorities, sustaining healthy, livable communities and building a homegrown talent pool are imperatives.
Despite recent news narratives and political rhetoric, this points to a greater understanding of the connections between corporate social impact programs and long-term success in strengthening employee recruitment and retention, brand loyalty, and profit margins.
Companies no longer view investing in their communities as philanthropy. Rather, it’s an investment in future business success. Companies have significant opportunities to be bold and adapt to this new reality. And if they don’t, their competitors will.
Successful corporate social responsibility (CSR) programs are aligned with business strategies, especially efforts to develop tomorrow’s workforce and strengthen communities. According to the latest CSR Insights Survey, conducted by the Association of Corporate Citizenship Professionals (ACCP) and Your Cause from Blackbaud, 51 percent of corporate social impact professionals report increased demand for linking their programs to business value. In the same survey, respondents noted the top issue areas for social impact investments are job training/workforce development, K-12 education, and food insecurity (each scoring at 43 percent of respondents ranking as a top priority issue area for their company), followed by community revitalization (up 2 points to 36 percent) and STEM education (up 3 points to 35 percent).
What’s behind this concentration on education and workforce issues?
Companies are recognizing that the pipeline of future talent is at risk without their own efforts. Success depends on hooking every minnow in the pool and preparing them for a job market that is continuing to be radically reshaped by disruptive technologies. The dwindling supply of future workers and the incredibly fluid work environment reflects several widespread trends:
First, the population is aging. As people live longer, the overall demographic is shifting towards older age groups, with younger generations making up a smaller portion of the population. And a new Baby Boom isn’t on the horizon to balance this trend. National fertility rates are at an all-time low, far below the level needed to maintain a stable population. Many young people, facing financial insecurity and a pessimistic outlook on the future, are less inclined to have children.
Second, even if elected officials manage to bring a significant number of manufacturing jobs back to the United States — which is by no means certain — young people are neither interested in nor prepared for these positions. Despite a broader interest in trade jobs, manufacturing remains an exception. Recent news articles have noted that surveys show Gen-Z respondents have little desire for industrial roles, citing concerns over poor pay and safety.
Third, companies are rapidly turning to machine-learning-powered applications to automate many types of work, including a large swathe of entry-level jobs. Entry-level candidates will need to possess higher-order skills that machine-learning applications cannot handle. Job training and upskilling programs need to prepare job candidates for this future.
In a world where disruptive technologies are redefining the workplace at lightning speed, investing in education and workforce development is no longer optional—it’s a business imperative. Companies that fail to prepare their people for this new reality risk being left behind.
Trane Technologies, an ACCP member company, shows what it looks like to lead. For decades, the company has embedded corporate social responsibility into its long-term strategy. Today, it is doubling down with a bold approach to prepare both the workforce of today and the talent of tomorrow with the skills needed to thrive.
Through its Sustainable Futures initiative, Trane made a $100 million investment and committed 500,000 employee volunteer hours by 2030. The initiative empowers young people and communities by expanding access to STEM and sustainability education, with a particular focus on green careers. This isn’t charity—it’s foresight. By equipping students and young learners with the skills and pathways into high-demand careers, Trane is ensuring a more resilient workforce while addressing one of society’s greatest challenges: building a sustainable future.
Corporate social impact works best when it is aligned with business goals and community needs. Trane’s example makes the case clearly: preparing people for the jobs of tomorrow is not just good for business—it’s good for everyone.
At its core, corporate social impact work reflects the belief that a vital society and widespread prosperity are not only ends in themselves, but also important contributors to a healthy bottom line. With a shrinking population and skills gaps looming in the future, it makes perfect sense that firms will leverage social impact programs to not only address societal problems, but also business challenges. The smartest companies won’t just respond to these challenges—they’ll lead, using social impact as a strategic tool to build stronger communities, a future-ready workforce, and long-term business value.
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Andrea Wood
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