Studies show that those companies committed to dealing with social issues have a competitive advantage in the “war for talent”. This is down to the increasing CSR expectations of applicants. But what’s behind the ever-increasing demands on companies to commit themselves to social and ecological causes? And how can we succeed in communicating the assumption of responsibility in a way that’s appropriate for the target group? The article explores these questions. The book in which the article was published in 2020 can be ordered here.