Corporate Social Responsibility (CSR) has long been the cornerstone of how companies demonstrate their commitment to doing good. From planting trees to donating to charities, these initiatives once painted corporations as conscientious contributors to society. However, in today’s world, where terms like Diversity, Equity, and Inclusion (DEI) and Environmental, Social, and Governance (ESG) face increasing scrutiny for being more about optics than outcomes while being targeted by bad faith actors, it is clear that traditional CSR initiatives are outdated and insufficient. People see through (or don’t read) the glossy reports; they want real, tangible impact. Brands must evolve if they hope to counteract the pervasive belief that corporations are little more than exploitative entities leeching off society.
This is especially true for companies with brick-and-mortar footprints.
What’s the first thing you think of when you see an empty mall, the JCPenney and Best Buy branding still visible on the exterior? What about an empty Pier 1 Imports that transforms into a Spirit Halloween every October?
An abandoned storefront, with its broken signage and grimy or boarded-up windows, does more to erode public goodwill than any charitable donation can repair. In the eyes of the community, these empty spaces symbolize failure, not just of a business, but of its commitment to the neighborhood it once served. No amount of behind-the-scenes philanthropy will change that perception.
The solution?
A radical rethinking of how companies engage with their physical spaces and the communities they inhabit. It is time to turn these liabilities into assets, not just for the companies, but for society as a whole.
From Empty Storefronts to Community Hubs
Imagine walking past a former big-box store, its parking lot now overgrown with weeds and its facade a canvas for graffiti. The windows are broken. Shopping carts, bent and broken, litter the landscape.
Now, picture that same building, instead transformed into a vibrant mixed-use development: affordable homes on the upper floors, a market, day care center, and gym on the ground level. You can see through some of the windows greenery thriving in vertical farming installations inside. Solar panels cover the roof and gardens surround the structure. The building hums with human activity — people coming and going, talking, laughing and living.
Instead of a glaring symbol of corporate abandonment, it becomes a beacon of hope and renewal.
Brick-and-mortar locations offer untapped potential for such transformations. Retailers, banks, and other companies often own sprawling properties that, once vacated, sit idle for years. These empty spaces do not just drain resources — companies still have to pay taxes, keep the water connected, and keep the power on, after all — they actively harm a brand’s reputation: remember the Pier 1 that turns into a Spirit Halloween?
By converting these spaces into sustainable, mixed-use developments, companies can directly address critical societal issues like the housing crisis while revitalizing communities. The benefits are numerous and substantial:
- Community Revitalization: Vacant properties drag down property values and discourage investment. Transforming these spaces into functional, attractive developments breathes new life into neighborhoods, attracting residents and businesses alike.
- Environmental Impact: Adaptive reuse is far more sustainable than demolition and new construction. By repurposing existing structures, companies can significantly reduce waste and lower their carbon footprint.
- Brand Reputation and Revenue Generation: Nothing says “we care” like visible, meaningful action. These projects demonstrate a company’s commitment to the community in a way that is impossible to ignore.
- Economic Opportunity: Mixed-use developments create jobs, from construction to ongoing operations. They also stimulate local economies by attracting foot traffic and supporting small businesses. And for the company, critics might argue that such projects are costly or impractical, but the reality is quite the opposite. Adaptive reuse is a cost-effective strategy, often more affordable than building from scratch and certainly a better option than hoping for the best and putting a blighted property on the market for sale or auction. By leveraging public-private partnerships, tax incentives, and grants for sustainable development, companies can offset initial costs and turn a profit.
Doing Good, Making Money
The idea that purpose and profit are mutually exclusive is a false dichotomy. In fact, doing good can be a powerful driver of business success. Consumers increasingly want to support brands that align with their values. A company that invests in community-focused projects can strengthen its relationship with customers, leading to increased loyalty and advocacy.
Proactive community engagement reduces the risk of backlash or boycotts, which can arise when companies are perceived as neglectful or exploitative. By investing in communities, companies create conditions for sustainable growth. Thriving neighborhoods mean more customers, healthier economies, and stronger local partnerships.
Consider the trend of turning vacant shopping malls into mixed-use developments. Across the United States, developers are repurposing these once-bustling retail hubs into spaces that combine housing, office space, entertainment, and public amenities. Projects like these not only address pressing social needs but also generate new revenue streams for property owners.
Brands shouldn’t let developers be the only ones doing these kinds of conversions.
Time to Change the CSR Paradigm
The days of superficial CSR are over. Companies can no longer rely on checkbook philanthropy or flashy ad campaigns to convince the public they are doing good. Real impact requires bold, innovative thinking and a willingness to put skin in the game.
For businesses with brick-and-mortar locations, the path forward is clear. Every vacant storefront is an opportunity to rewrite the narrative, to transform a symbol of failure into one of possibility. By investing in sustainable, community-focused projects, companies can not only restore their reputations but also contribute to solving some of society’s most pressing challenges.
Cullen Burnell is Chief Integration & People Officer at Urbana Systems
