Corporate Social Responsibility – Revolutionary or PR fodder?
The answer to that is – both.
Corporate Social Responsibility (CSR) aims are to please the company’s stakeholders, improve its branding on a wider level and ultimately make more money, all via adhering to ethical/value based behaviours that are arguably beneficial to specific or broader societies.
All great and good if it benefits us while still making the companies a tidy sum. No problem at all. What a fantastic way to do business, dare I say, revolutionary?
It is revolutionary in the sense that the traditional ‘bottom line’ approach is now becoming the ‘triple bottom line’, where a sole fiscal focus has been replaced by a combined social, environmental and economic goal for the company.
You can’t argue with that, right?
To put it simply, yes and no.
It is a positive shift in the way business is done because corporations are now also recognizing that ethical behaviour will lead to more profit.
Many companies are trying to become more socially responsible, just look at most corporate websites and you will see their CSR campaigns prominently displayed.
Australia is ranked 9th in the world for the Responsible Competitiveness Index (2007), not bad.
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However this conjures up mixed feelings as you become more aware that corporate social responsibility may also be (mis)used as public relations spin.
Multinationals such as Lipton, McDonalds, Coca-Cola, Shell and numerous others have CSR campaigns that make you feel warm and fuzzy inside initially, then following further investigation the blanket is pulled off and you’re left feeling cold and cynical.
For example, McDonalds CSR campaign is extensive and delivers page after page explaining how they put the values that they purport into practice.
In particular in their ‘Employment Experience’ section, they categorically state,
‘We respect the right of employees to associate or not to associate with any group, as permitted by and in accordance with applicable laws and regul