The "Ethics" of CSR?

"Corporate social responsibility" (CSR) is that much bandied-about phrase in business today. The practice of CSR has spawned entire industries, awards programmes and job opportunities - there are now consultants who specialise in advising corporations on their philanthropic activities and dedicated CSR departments in larger companies.

But the real question is this: how altruistic are corporations these days when it comes to their CSR? Are they doing it sincerely and out of genuine concern, or is it just a big publicity stunt? Do they intend to bring about real change in the community or just a couple of clippings in the next day's newspapers?

The garden variety of greenwashing, bluewashing and window-dressing scandals of this decade have rocked the corporate world to its core, and consumers have not failed to take notice. Nike's child labour, McDonalds's questionable environmental practices and BP's misleading green advertising campaign are just some examples of ethical misbehaviour by powerful multinationals.

Can we really trust the "goodwill" of corporations who send their representatives to orphanages, present gifts and mock cheques, and who make sure the whole thing is photographed and publicized? What would you say if you knew the pictures were posed and the smiles put on? This is, after all, the standard operating procedure PR agencies orchestrate for their clients. Is this the only way? Is it even the RIGHT way?

These are difficult questions to answer. I do not resent corporate benevolence or charitable endeavors - they can sometimes be the thing that sustains the underprivileged in desperate moments. But CSR isn't, or shouldn't be about one-off donations during Christmas and the festive season. Matthew Rochte, sustainability and CSR consultant says:

The true test of sustainability and a company committed to CSR is history of improvement and performance.

In other words, CSR is about long-term solutions, not short-lived publicity stunts or financial returns. All said and done, CSR needn't be an elaborate spectacle splashed across the front page, but should rather add real value to people's lives, for now as well as the future. What we don't need more of are pointless acts of charity that will make tomorrow's headlines but will be forgotten by the next day.

Adios,
John.