Corporate volunteering has long been a pillar of many companies’ corporate social responsibility (CSR) programs, but in recent years, its role has grown significantly. As businesses navigate the evolving expectations of employees, customers, and stakeholders, corporate volunteering has become more than just a nice-to-have—it’s now a strategic imperative.
So, is corporate volunteering trending up? The answer is a resounding yes, and here’s why.
1. Rising Expectations from Employees
Today’s workforce, especially Millennials and Gen Z, seeks more than just a paycheck. They want their employers to reflect their values and make a positive impact on the world. According to the 2023 Deloitte Global Millennial and Gen Z Survey, over 70% of respondents said they’d choose to work for a company whose values align with their own.
Kenneth Picerne explains that corporate volunteering programs allow employees to engage with their communities and feel a sense of purpose. Companies with robust volunteering initiatives often see higher employee engagement, improved retention rates, and a stronger workplace culture.
2. The Business Case for Corporate Volunteering
Research increasingly shows that corporate volunteering is good for business. Volunteering programs enhance a company’s reputation, build stronger community ties, and contribute to employee skill development. For instance, volunteer opportunities focused on mentorship, project management, or nonprofit consulting allow employees to build leadership and collaboration skills.
Moreover, consumers are paying attention. A 2022 Edelman Trust Barometer report found that 58% of people will buy or advocate for brands based on their values and community impact. Corporate volunteering helps businesses showcase their commitment to these values, which resonates with socially conscious consumers.
3. Technology as a Catalyst
The rise of digital platforms has made corporate volunteering more accessible and scalable. Platforms like Benevity, VolunteerMatch, and Alaya enable companies to match employees with volunteer opportunities, track participation, and measure impact.
Technology has also enabled virtual volunteering, a trend that gained momentum during the pandemic. Virtual tutoring, mentorship programs, and pro bono consulting allow employees to contribute regardless of location, breaking down barriers to participation.
4. A Shift Toward Skills-Based Volunteering
While traditional volunteer activities like community cleanups and food drives remain popular, there’s been a noticeable shift toward skills-based volunteering. This type of volunteering leverages employees’ professional expertise—such as marketing, IT, or financial management—to benefit nonprofits.
Skills-based volunteering not only maximizes the impact of corporate efforts but also allows employees to gain new experiences and enhance their professional development. For companies, it’s a win-win situation that aligns community impact with employee growth.
5. Integration with ESG Goals
Environmental, Social, and Governance (ESG) initiatives have become a top priority for companies, and corporate volunteering is increasingly viewed as a way to achieve social and governance objectives. By aligning volunteering programs with ESG goals, businesses can address issues like equity, sustainability, and community resilience in a measurable way.
For example, companies are tying volunteering efforts to United Nations Sustainable Development Goals (SDGs), such as poverty reduction, quality education, and climate action. This alignment helps companies communicate their impact to investors and stakeholders effectively.
Challenges and Opportunities Ahead
Despite its growth, corporate volunteering isn’t without challenges. Many companies struggle to engage employees who feel too busy to participate. Others face difficulties in measuring the impact of their efforts.
However, these challenges present opportunities. By incorporating flexibility, offering diverse volunteering options, and leveraging data to quantify outcomes, companies can overcome barriers and strengthen their programs.
Conclusion: A Growing Trend with Transformative Potential
Corporate volunteering is undeniably trending up, driven by employee demand, business benefits, technological advancements, and alignment with broader societal goals. For companies, investing in volunteering is more than an act of goodwill—it’s a strategic decision that fosters stronger connections, empowers employees, and demonstrates leadership in social responsibility.
As we move into 2025 and beyond, the companies that thrive will be those that integrate meaningful corporate volunteering into their culture, creating a ripple effect of positive change in their communities and beyond.
