ISSUE 59: The Heart of Community Engagement: “Why People Matter in Corporate Strategy”

Community engagement remains a critical yet underdeveloped area, requiring sustained support and strategic investment. In the wake of the COVID-19 pandemic, society appears more fragmented than ever, with communities experiencing increased detachment from institutions and corporate initiatives. This raises an important question: What does insufficient corporate community engagement efforts and social detachment have in common? The answer lies in the absence of human connection, a fundamental element in building trust, collaboration, and long-term success.

According to the National Renewable Energy Laboratory’s (NREL) report, Community Energy Planning: Best Practices and Lessons Learned in NREL’s Work with Communities, projects frequently proceed without meaningful consultation with local communities. This lack of engagement fosters exclusion and mistrust, leading to opposition and project inefficiencies. Effective community engagement requires deep training, a clear understanding of facilitation methods, and an awareness of community histories and concerns (Ross et al., n.d.).  Further supporting this perspective, Time Magazine’s article, Why Better Community Engagement is Key to The Future of Clean Tech, highlights that when community members feel unheard, resistance to corporate initiatives intensifies. Conversely, businesses and organizations that prioritize genuine engagement experience greater project success and long-term sustainability (Time, 2023).

The Psychological Foundation of Community Engagement: Insights from Attachment Theory

At first glance, attachment theory a psychological framework that explains how individuals develop trust and relationships—may not seem directly related to corporate community engagement. However, the core principles of secure attachment, particularly the secure base concept and internal working models (IWMs), closely align with what is needed to build trust, foster collaboration, and integrate corporations into communities effectively. By applying attachment-based strategies to community engagement, companies can create meaningful, sustainable relationships with stakeholders. This approach includes the following key components:

1. Establishing a “Secure Base” Within Communities

Just as caregivers provide a secure base for children, corporations must establish safe, reliable, and supportive environments within the communities they enter if they seek to build trust. This is essential for fostering long-term partnerships and successful corporate-community integration.

Implementation Strategies:

• Engage with Trusted Community Leaders: Move beyond elected officials and build relationships with grassroots leaders, faith-based groups, and long-standing community advocates who have deep connections and credibility.
• Invest in Safe Community Spaces: Support the development of community hubs, resource centers, and youth programs, creating spaces where people feel comfortable seeking support and engaging with company representatives.
• Recognize and Address Historical Mistrust: Acknowledge past harms, such as displacement, resource exploitation, or environmental damage, and take proactive steps to rebuild trust through transparency and accountability.

2. Strengthening Internal Working Models (IWMs) Through Social Trust

People’s expectations about institutions and relationships are shaped by their past experiences. Communities with histories of exploitation or exclusion often develop skepticism and mistrust toward external entities. Corporations with reliable community relationships continuously work to reshape these expectations by demonstrating consistent, ethical, and inclusive engagement practices.

Implementation Strategies:

• Co-Creation of Community Policies: Move beyond symbolic engagement by forming advisory boards and community benefit plans that give local residents a genuine voice in decision-making.
• Trust-Building Initiatives: Facilitate dialogues, storytelling events, and reconciliation projects to address historical tensions and foster open communication.
• Transparent Communication: Regularly update communities on project developments, address concerns proactively, and establish accountability mechanisms to ensure corporate commitments are upheld.

3. Fostering Prosocial Behavior & Community Reciprocity

Empathy and prosocial behavior—such as volunteering, advocacy, and cooperative efforts—are hallmarks of secure attachment. Corporations that encourage and invest in community-led initiatives help foster a sense of shared responsibility and long-term partnership rather than transactional relationships.

Implementation Strategies:

• Support Mutual Aid Models: Move away from top-down philanthropy and instead fund initiatives that empower communities to support one another (e.g., community-led cooperatives, skill-sharing networks, and grassroots organizing efforts).
• Promote Civic Participation: Provide resources for community members to engage in policy advocacy, workforce training, and leadership development programs that enhance their ability to shape local economic and social landscapes.

4. Enhancing Community Resilience & Long-Term Support Networks

Secure attachment fosters resilience—the ability to navigate challenges while maintaining emotional and social well-being. In the same way, corporations can contribute to long-term community stability by supporting social safety nets, mental health resources, and workforce development programs.

Implementation Strategies:

• Invest in Mental Health and Well-Being Services: Provide funding for counseling centers, stress management workshops, and trauma-informed care initiatives to address the psychological impact of economic transitions and environmental changes.
• Develop Job Training and Economic Stability Programs: Partner with local organizations, educational institutions, and small businesses to create employment pathways for affected community members.
• Build Disaster Preparedness & Environmental Protection Programs: Support climate resilience initiatives, emergency response training, and sustainable infrastructure projects to help communities adapt to changing conditions.

Conclusion: Why This Approach Matters

Integrating attachment-based strategies into community engagement enhances trust, cooperation, and long-term investment success. Companies that build a “secure base” within communities experience greater stakeholder buy-in, reduced opposition, and more sustainable outcomes.  By prioritizing transparency, inclusivity, and historical awareness, corporations can transform their relationships with communities from transactional to truly collaborative.

Adopting an attachment-informed approach to corporate-community engagement is not just an ethical imperative—it is a strategic advantage that fosters shared prosperity, social resilience, and sustainable growth.

References

Ross, L., Day, M., Joint Institute for Strategic Energy Analysis, & National Renewable Energy Laboratory. (n.d.). Community Energy Planning: Best Practices and Lessons Learned in NREL’s Work with Communities. Joint Institute for Strategic Energy Analysis. https://www.nrel.gov/docs/fy22osti/82937.pdf

Time Magazine. (2023). Why Better Community Engagement is Key to The Future of Clean Tech. https://time.com/6326568/community-engagement-key-to-expanding-clean-tech