IMPLICATIONS OF SUSTAINABLE DEVELOPMENT ON CORPORATE COMMUNICATION

The sustainable development strategy is combining the interests of different audiences (businesses, employees, partners, customers) around a common axis whose purpose is not only to make a profit or margin. Abraham Maslow demonstrated in his works, that basic needs of the people can be ranked at the elementary and basic, centered around their physiological and safety to those needs less material, which start networking within a group (membership , respect), to personal development (self-esteem, personal fulfillment). Maslow pyramid described the reasoning applied to an individual's needs, can be adapted to a legal person such as a company. The most advanced companies go further and seek more than a profit, focusing on the search for meaning and values in a responsible approach. This attempt to translate individual aspirations, illustrates the company's internal implications of such an approach: greater social responsibility. Corporate social responsibility projects have gained increasing momentum, earning the credibility of generating tools of involving society in the broad sense - employees, customers, employees, the general public.