#249 'Improving Corporate Volunteering, Starting My Own Business', Sally O'Brien founder Blue CSR

Welcoming Sally O’Brien founder of Blue CSR, a company that helps New Zealand businesses approach corporate social responsibility (CSR) in a practical and accessible way. Her focus is on employee volunteering as a starting point—something achievable that can create value for both the business and the wider community.

CSR can often feel overwhelming. Concepts like sustainability goals or ethical business practices may seem abstract, particularly for smaller organisations or those just starting out. For many, the challenge lies not in motivation, but in finding a manageable way to begin. Sally sees employee volunteering as a practical entry point that connects company values with real-world engagement.

She believes that when businesses enable staff to contribute their time and skills to causes they care about, it supports both community outcomes and internal culture. It can help employees feel more connected to their work and to each other, offering opportunities outside their usual roles.

At the same time, Sally recognises the difficulties companies face when trying to establish volunteering programmes—from identifying appropriate charity partners to managing logistics and avoiding disruption to day-to-day operations. Blue CSR works with companies to help navigate these issues, offering guidance and resources to support their efforts.

Rather than promoting large-scale or all-encompassing CSR plans from the outset, Sally encourages businesses to start small. Offering volunteering opportunities can be a first step, with scope to grow into broader initiatives over time. This might include aligning operational practices with sustainability goals or engaging with environmental, social and governance (ESG) reporting tools.

Her advice is to keep things focused and practical. A single volunteering initiative might lead to wider conversations within the team or build relationships that open up further opportunities for community engagement.

In the New Zealand context, Sally notes that CSR is often shaped by personal connections and local networks. Businesses are often keen to contribute but may lack clarity on how to begin. Blue CSR aims to support this early-stage thinking, without prescribing one-size-fits-all solutions.

At its core, Sally sees CSR as a reflection of company values. Whether that means supporting local fundraising events, environmental projects, or other community-focused activities, she encourages businesses to take actions that align with what they stand for.

Blue CSR offers a way for businesses to begin incorporating CSR into their day-to-day operations, starting with initiatives that are realistic and employee-centred. While there is no single pathway to responsible business, Sally’s work highlights that even small steps can lead to meaningful engagement—both inside and outside the workplace.