natural disasters

ONE MOMENT we are celebrating the New Year, and before we know it, we are already nearing the middle of the year—a time when Filipinos know all too well as the onset of the rainy season. And when disasters strike, they expose not just vulnerabilities but the limits of short-term solutions. 

Recent events have reminded us that real progress cannot come from abrupt changes or one-time fixes. Whether in public governance, community development, or corporate responsibility, meaningful transformation must be nurtured over time, strengthened through consistency, and sustained through shared commitment. 

In the past months, the public has been vocal about controversies surrounding flood-control projects, damaged waterways, and development plans that appear to favor commercial interests over public welfare. But while issues like these continue to expose systemic challenges, Filipinos have a deeper sentiment in mind. They want institutions to take responsibility and contribute to long-term solutions instead of temporary fixes.  

And yet amid these realities, the Philippines has always relied on one thing to pull itself forward, the concept of “bayanihan”. Long before corporate social responsibility (CSR), Filipinos practiced collective care and mutual support. 

True nation-building, much like bayanihan, is not achieved overnight. And the Philippines path towards this lies in progress that evolves gradually and purposefully. 

Strategic imperative of CSR in businesses 

There was a time when CSR was viewed as a charitable side activity. Something that is good to have, but not essential.  

Global trends show that CSR now plays a significant role in business success. In fact, research has shown that a competitive employer brand is increasingly linked to a company’s positive social impact. Paychex also reported that 57% of business leaders are realising that to attract and retain top talent, they need to contribute to building strong and livable communities and not just offer competitive salaries to have a sustainable talent pipeline, stronger consumer trust, and higher long-term profitability. 

Gen Z and millennial workers in particular are pushing CSR to the forefront. Younger professionals want to work for organisations that represent their values, and they are willing to walk away from those that don’t. 

Why CSR matters now more than ever 

The social and business gains of CSR continually reinforce one another. The more companies engage in socially responsible initiatives, the more opportunities they unlock, such as enhanced brand reputation and customer loyalty, since most consumers prefer brands that align with their values; having greater employee attraction and retention as purpose-driven workplaces perform better, especially among those who value ethics and advocacy; and operational efficiency and innovation because sustainability inspires new business models and reduces long-term operational costs. 

CSR in action through the spirit of P&Ause 

At P&A Grant Thornton, we uphold the value of helping people within and beyond the Firm. Initiatives like P&A for a Cause (P&Ause) demonstrate how CSR can make corporate work meaningful, not only for beneficiaries, but for the volunteers who participate. These initiatives have been evident for the past year as we have reached 10 communities and projects with more than 6500 beneficiaries, involving donation drives from various typhoon victims, schools needing supplies, and other initiatives such as tree-planting, blood donation drives, senior citizen outreach, and Christmas donation drives for children in need.  

Through programs that promote education, community development, and environmental responsibility, P&Ause embodies the belief that business success should coexist with social contribution. 

While organisations cannot solve every nationwide challenge, every effort, whether sustainability, livelihood support, youth empowerment, or disaster response, creates ripples of change. And the more businesses join in, the stronger the impact becomes. 

Sustaining progress through purposeful action 

With the nation approaching yet another rainy season, we are reminded that true progress lies with long-term protection for communities. Infrastructure alone cannot keep communities safe; that is why it takes collective responsibility from Filipinos, the government, and our business organisations.  

CSR alone cannot prevent floods. But CSR can help rebuild mangroves that protect coasts. It can support climate education, reforestation, sustainable housing, and community disaster preparedness. It can also empower livelihoods so that families do not lose everything each time a disaster strikes. CSR, when done right, reinforces the systems that keep communities safe, thriving, and resilient. 

Real impact does not come from isolated efforts or short-term responses. Instead, they are built through sustained commitment—by continuing the good work that has already begun, deepening our commitments, and steadily shaping a future that is inclusive and compassionate.  Because when businesses embrace a deeper sense of purpose, they help build a Philippines where progress is not swept away by every flood but protected by the collective will to uplift and stand for each other.

Maine Sanchez-Jimenez is a Manager for the Tax Advisory & Compliance Practice Area at P&A Grant Thornton. One of the leading audit, tax, advisory, and outsourcing firms in the Philippines, P&A Grant Thornton is composed of 29 Partners and 1,500 staff members. We’d like to hear from you! Connect with us on LinkedIn and like us on Facebook: P&A Grant Thornton and email your comments to business.development@ph.gt.com. For more information, visit our website: www.grantthornton.com.ph.