CORPORATE SOCIAL RESPONSIBILITY


‘Those seeking to participate in CSR merely to promote self- interest, such as basking in the glory of a perceived good deed, are increasingly sticking out like a sore thumb’


products or services. Rather, organisations today are increasingly judged on the basis of their relationships with their workers, their customers, and their communities, as well as their impact on society at large - transforming them from business enterprises into social enterprises.” While CSR activity more often than not results in a cost


to a business – for example a pay-out or purchase to a charitable cause or the hours of productivity lost as staff volunteer – it seems a no-brainer that a business become an active and demonstrable advocate of CSR; be that at a micro level – such as a local business making a positive impact on the community it operates in – or at a macro operational level – such as multinational corporations putting in place global CSR strategies such as the reduction of plastics in the world’s oceans. In a special report, The Economist strengthens this


argument, stating that: “The CSR industry… is in rude health. Company after company has been shaken into adopting a CSR policy: it is almost unthinkable today for a big global corporation to be without one. Climate change has added further impetus. Investors are taking an ever greater interest. New and surprising sorts of co-operation are springing up: with NGOs, with competitors, with other companies. The message is moving across supply chains and spreading around the world.” Yet a very real note of caution


needs to be made. While the impact of CSR can be profound, there are very few ‘gimmies’ in business and those looking at CSR as a quick win could be in for a rough ride.


FOCUS FEATURE That’s because there’s one word that needs to be


addressed and carefully considered when it comes to a business’s foray into the world of corporate social responsibility – authenticity. In 2018, businesses can almost become victims of the


overall success of CSR. Whereas ten or 15 years ago organisations may have gotten away with seeing CSR as a tick-box exercise to exploit the positive PR on the back of it, the current mood surrounding CSR among stakeholders, customers, employees and society collectively means that those seeking to participate in CSR merely to promote self- interest, such as basking in the glory of a perceived good deed, are increasingly sticking out like a sore thumb – and the kickback can, at times, be brutal and ultimately damaging.


CSR can have many positive benefits for businesses


business network July/August 2018


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