IMA Releases White Paper Linking Incentive Travel And Corporate Social Responsibility

A strong corporate social responsibility program can play a key role in employee engagement by improving recruitment, retention and workplace morale says a new white paper from The Incentive Marketing Association’s (IMA) Performance Improvement Council.

The paper, “Doing What’s Right: Incorporating Corporate Social Responsibility into Incentive Programs,” outlines how incentive travel programs have undergone changes that better the host communities, the people who live there and the travel participants themselves.

The Performance Improvement Council (PIC) is a strategic industry group within the Incentive Marketing Association comprised of performance marketing executives collectively focused on helping companies optimize their investment in human capital through proven and innovative reward and recognition solutions.

“Today, incentive travel and other employee recognition and reward programs are back on the upswing, but with one important component being added to many programs: the incorporation of corporate social responsibility,” says Tina Weede, PIC member and president of USMotivation of Atlanta, who authored the white paper. “As this trend continues to gain worldwide acceptance, more and more companies are interested in finding ways to build ‘giving back’ into their incentive programs.”

The 2012 Edelman goodpurpose® Study found 47 percent of consumers have bought a brand monthly that supports a cause, representing a 47-percent increase from 2010. The same study also reposted a 39-percent increase in the number of consumers who “would recommend” cause-related brands. Socially responsible incentive programs, the PIC paper notes, are especially useful in attracting and retaining more motivated employees.

The paper details several examples of successful incentive travel programs that have included activities benefiting communities, citizens and the environment. In addition, the report contains valuable tips for travel planners to ensure that such events are expertly planned, successfully executed and have long-lasting, positive results for cause beneficiaries as well as travel participants. To learn more, download the complete paper from the Performance Improvement Council’s website www.thepicnow.org.

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