Deidré Vrede from the JOG (Joy of Giving) Trust unpacks how corporates can use CSI initiatives to combat the mental health crisis in South Africa.
South Africa (20 August 2024) – 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 Organisation.
As the demand for mental health services in South Africa grows, many expect employers to 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.
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.
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