Corporate Social Responsability – a smart marketing move?
Corporate Social Responsability – a smart marketing move?
“Corporate Social Responsibility should be about more than colouring your annual report green and giving a bag of money to your favorite charity in return for some nice pictures”
Reducing the effects of CO2, fighting poverty and cradle-to-cradle: topics that you will find on quite a few corporate agendas today. But are they launched with the idea to create Shared Value or are there other motives in play?
I’m not sure. I think it depends on the company. But I do believe that quite a few companies that categorise Corporate Social Responsability as a marketing word.
These companies hope to buy consumer goodwill through CSR. They commit an amount of money to show the world that they are sustainable; they give their annual report a nice green shine, put some trees or windmills on the front page and show nice pictures of smiling people with their executive in some far-off country. And the costs are written off as an expense. For them, CSR is a smart marketing move.
What does CSR realy mean in your company?
