Say the words “corporate social responsibility,” or CSR, and what maycome to mind are multinational corporations taking action on globalissues like climate change or public health.

While that is certainly part of what is happening under thelarger CSR umbrella today, businesses of all sizes are increasinglyembracing good corporate citizenship as part of their standardoperating procedure and discovering ways to do good within theirown communities and professional networks.

Related: Spread positive vibes in 2019

CSR has gone mainstream. In fact, a 2018 Deloitte study foundthat 77% of business leaders believe corporate citizenship isimportant. Companies also understand that a reputation for doingthe right thing helps attract and retain both customers andemployees, and the research proves it:

• 87% of consumers will purchase a product because a companyadvocated for an issue they care about, according to Cone Communications.
• More than half of employees surveyed by Cone would not take ajob from a company that lacks strong social responsibilityvalues.
• 69% of U.S. employees and 80% of human resources managersbelieve it is extremely or very important for companies to actsocially responsible, according to an Aflacsurvey.

The implications for brokers and agents are clear: CSR is animportant business consideration for your clients and may factorinto their expectations for the advisors they retain.

You may already have a strong CSR strategy. Many brokers andagents are pillars of their communities.

Related: One insurance agency's commitment to communityservice

If you do not have a CSR strategy or platform for your business,the start of this new year is a great time to cultivate one. Byestablishing your commitment to social responsibility, you can makea positive contribution to society and at the same time reap moreopportunities to network and strengthen your customerrelationships.

Here are three ways to start:

1. Find the right fit.

The first step is to determine which social issues or causes youwant to champion. A CECP of corporations found that educationprograms and health and social service initiatives are the mostpopular choice for corporate giving.

Think about which challenges or unmet needs in society you carepassionately about. But you should also be realistic: Where are youmost comfortable spending your time and resources? If you are anagent or broker who works in a small office, consider asking youremployees for suggestions on where to focus. This can be a powerfulway to foster trust and enthusiasm.

A key factor in planning a sustainable CSR strategy is to adopta sustainable cause that connects in some way to the business. Forexample, as a pioneer in cancer insurance, Aflac has made childhoodcancer its primary philanthropic cause for more than 23 years,giving more than $128 million to help children with cancer andtheir families. Support for this cause has long been embraced byindependent sales agents licensed to sell Aflac products, whovoluntarily donate more than $500,000 each month from theircommission checks.

2. Partner.

Partnerships are invaluable to CSR success for agents andbrokers, who work independently or in a small-business environment.Magnify the impact of your efforts by joining together with othersin your network. A few ideas to consider include:

• Becoming a sponsor or volunteer for a key customer's CSRproject, especially if there is a natural connection to your ownplatform of causes.
• Organizing efforts with other small businesses near you totackle projects requiring strength in numbers, such as a charitywalk or food drive.
• Volunteering to help or chair a committee, if your localchamber of commerce or professional association has adopted a CSRcause.

Each of these efforts can do a world of good and help raise yourprofile in the community as a responsible business person committedto making a difference. Remember to communicate your efforts toyour community and clients to garner support and awareness.

Sharing news about your CSR initiatives via social media is agiven — but also consider emails, letters, press releases,ads, posters, and articles in local magazines or newspapers. Not acommunications expert? Look for insurers like Aflac that provideagents with a toolkit to help them communicate CSR efforts.

3. Step up now.

As we enter 2019, the time is right to build CSR into yourbusiness plan for the year. Tailor a program to fit your passions,your schedule and where you want to take your business. Even if youonly start small — start somewhere.

Creating the foundation for a sustainable CSR platform thatconnects with the business will help you better engage withcustomers as a trusted and admired partner.

Related: Why and how to leverage a social mission for yourinsurance business

Catherine Hernandez-Blades is senior vice president, chiefbrand and communications officer at Aflac. Her responsibilities includeadvertising, brand strategy, social media and corporatecommunications, including Aflac's social responsibilityprogram.