Ant Financial and Its Innovative Corporate Social Responsibility
The case demonstrates how Ant Financial, the leading Fintech company in China, carried out an innovative CSR project-Ant Forest and how the project creatively integrates social goals with business practices to create a significant social impact as well as strategic values. Ant Forest is an exemplar showcasing how an environmental initiative can synergize with the core competence of a Fintech company. For undergraduate or master students, the instructor can stimulate discussion on popular CSR practices and on how to improve their effectiveness by introducing creative designs such as gamification. For an in-depth discussion, the instructor can introduce the strategic thinking behind CSR activities and the implicit competition between firms and nonprofit organizations in delivering social goods.