From Sponsoring to Corporate Cultural Responsibility

Annemarie Türk

In the 19th century it was called patronage, in the 20th century it was artistic and cultural sponsoring; nowadays, we speak of corporate cultural responsibility. Are these simply different names for the same thing, or have fundamental developments taken place that justify the changes of designation?

At present it has become obvious – not for the first time – what reckless business management can lead to. Social and ecological responsibility are becoming an important basis for ensuring an economically successful and stable future. Sustainability is no longer just a catchword, and people are discovering that creativity is, indeed, capital. Without creativity, innovations in science, technology and the processes of society would not be possible.
This realisation has undoubtedly been an essential factor leading to the insight that art and culture can be of greater importance for a company than merely as a marketing instrument in the form of sponsoring. Art has always been highly complex – both in its creative processes as well as in the results brought forth by such processes. Becoming involved with art can be one of the best possible preparations for dealing with global challenges.
For this reason, taking an active interest in and sponsoring the arts and artists is no longer seen solely as an instrument for winning and retaining customers, but also as a means of motivating employees and even enhancing their competences. The connections between art, culture and business are not limited to an exchange of services, but are also defined through the important aspect of cultural education.
In view of today’s economic problems, new forms of cooperation between the business sector and the arts will have to be found. Both sectors will have to take up the challenge of seeking such forms of cooperation and developing them together. Well-developed CCR is based on the principle that art and culture constitute a driving force in society and that therefore the responsibility for supporting their development has to be borne by all.