Corporate social responsibility builds a bridge between companies and the wider community they serve, according to Dumith Fernando, the managing director and chief operating officer of Credit Suisse Asia Pacific.
Speaking about the philosophy driving the financial institution's philanthropic commitments as it returns as a major sponsor of the Operation Santa Claus fund-raising drive after a three-year absence, Fernando said charity efforts allowed the bank to show it cared and provided opportunities for it to learn.
Credit Suisse first sponsored the South China Morning Post and Radio Television Hong Kong's joint holiday fund-raising appeal in 2000. It returns because of the campaign's continuing commitment to children's welfare.
Since it was set up in 1988, Operation Santa Claus has supported more than 100 charities. This year, money raised in the holiday appeal will go to 16 Hong Kong-based charities that provide assistance to the needy here and on the mainland.
'Globally and regionally, one of the primary focus areas in our philanthropic and volunteering initiatives is the welfare of underprivileged children,' Fernando said.
'In Asia, for example, Credit Suisse promotes numerous education projects that have benefited more than 28,000 students of different ages to date.'