The purpose of this article is to discuss a humanistic perspective on corporate community involvement (CCI), proposing the concept of humanistic corporate community involvement (HCCI). This concept is illustrated through a case study.
The understanding of humanism applied is one drawn from Catholic social teaching. The case has been developed from the personal experience of one of the authors (Mammoser), enriched with interviews and reports, along with some public information, which helps to understand the socio‐cultural context.
HCCI is defined by four characteristics: recognizing and respecting human dignity and rights, fostering integral human development, acting virtuously; this means that the social actions included in CCI have the direct motive of doing good, and organizing social actions in accordance with both the Principle of Solidarity and the Principle of Subsidiarity. The specification of these characteristics can vary from one situation to another. Here we discuss a real case in which these characteristics underlie a successful project in the USA, jointly developed by the US company Walgreens and the Midtown Educational Foundation, a Chicago‐based NGO.
The case study does not seek to suggest that this is the only way for CCI with a humanistic approach, but to shed light on and motivate other similar initiatives.
Findings provide new horizons to undertake CCI and a project, which could be included within the best practices in this field.
The paper provides a new approach to CCI based on a humanistic perspective, which enriches other approaches. In doing so, it does not consider such involvement as a means for public relations, reputation enhancement, and ultimately profits. It goes beyond a generic contribution to public good, or of a fair return to society for what a company has received from it. Integral human development of individuals and communities is its goal.
