A recent lunch discussion I was having with some friends brought up the question of how do the companies of today distinguish between CSR (Corporate Social Responsibility) efforts on one hand, and Sustainability-driven initiatives on the other hand. My argument was that CSR was the historically tried and tested silo for “doing good” and “giving back;” and in the rush to join the Sustainability bandwagon, several companies simply rechristened their CSR activities as “practicing Sustainability.” Whether or not these companies were guided by the 17 United Nations Sustainable Development Goals (SDGs) became a moot point, as these companies would scramble to justify what they had been doing in the past to now be falling under an SDG.

Perhaps cynical of me to say that; but I will stand by that point of view as it does go a long way in explaining why so many of the things done in the name of Sustainability are referred to as “greenwashing,” or don’t carry that much weight when a company’s ESG agenda is really scrutinized. For me, it’s good to keep the activities related to CSR and Sustainability distinct, in separate “silos.” When there is overlap (and it is inevitable), I’m fine and good with that happening; but it’s important to know the rationale and history of each activity, and properly designate them as CSR, or as a Sustainable practice.

That’s why I salute The SM Store and how it’s strengthening its commitment to CSR activities, by renewing their historical and long term partnerships with global and local NGOs (Non-Government Organizations) in the country. Yes, it could be easy to subsume it under social agendas, or in the name of inclusivity and an SDG. But I appreciate how they’re calling it CSR, and highlighting the SM Store’s on-going efforts to uplift underserved Filipino children, women, and families, and making a meaningful impact on particular communities across the nation.

UNICEF Philippines, World Vision Philippines, Tahanang Walang Hagdanan, and Good Neighbors International, are just some of the organizations that SM Store partners with. And through the Shop & Share movement donation boxes in SM Store branches nationwide, there’s a continuous effort to raise funds; and have the SM shopping public interact, and be part of the drive to help and assist.

The respective advocacies of these NGO’s are worth diving into, for a better appreciation of why the support for them is well-deserved, and so badly needed. With World Vision Philippines, the thrust is to contribute in uplifting agricultural communities by fostering an entrepreneurial mindset, and promoting self-sufficiency. It’s countryside development at its finest. And given that the SM Store will be located in SM malls that generally, will be found in cities and bigger towns; I love the poetry of how it’s the urban sprawl giving back to the rural areas, and making countryside development an advocacy.

In the case of Tahanan Walang Hagdanan, we’re talking of people with physical disabilities, being empowered to gain a greater degree of independence, and seeing past their disabilities to gain meaningful and appropriate employment. It’s saying that while the body may be holding them back, the mind can push forward and not accept boundaries. It’s good to note that these CSR efforts have also translated to some TWH community members representing the Philippines in the Southeast Asia’s Paralympic sports events.

I mentioned the Shop & Share movement in a previous paragraph and the movement is simply the conduit for SM Store customers to make a difference through their purchases. It allows everyday shopping to create a positive impact on these communities via the NGOs. Since it was launched, the initiative has supported thousands of beneficiaries in need; in particular, those in marginalized or remote areas. It has mobilized assistance to deliver critical aid, to enhancing community-building programs, and has broadened access to education and healthcare.

This has created an avenue for strong volunteerism on the part of SM Store employees, an opportunity for them to take on an active role in “giving back,” and making their “days off” more meaningful. Thousands of students have received school kits, shoes, hygiene kits, toys, and digital learning materials. In the case of the agricultural communities, there have been missions where agri-tools, portable machines, and implements have been distributed.

Education, healthcare, and poverty alleviation lie at the foundation of these CSR efforts of SM Store. And it’s good to see how these CSR efforts remain a steadfast component of the overall vision of SM to “do good.”

If I liken Sustainability to the ‘brain’ of a corporate entity, planning for its future and that of the community it serves; then CSR is its “heart” in action. And it’s beautiful to watch head and heart working in unison as what we see transpiring within SM Store, and with the SM Group, in general.