Ritical appraisal of companys CSR

Critical appraisal of companys CSR

1. Background

CSR Sells. By appealing to customers consciences and desires CSR helps companies to build brand loyalty and develop a personal connection with their customers. Many corporate charity tie-ins gain companies access to target markets and the involvement of the charity gives the companys message much greater power. In our media saturated culture, companies are looking for ever ore innovative ways to get across their message, and CSR offer up many potential avenues, such as word of mouth or guerrilla marketing, for subtly reaching consumers. CSR also helps to greenwash the companys image, to cover up negative impacts by saturating the media with positive images of the companys CSR credentials. Since much of the business case for CSR depends on corporations being seen to be socially responsible, CSR will continue to be little more than PR for as long as it is easier and cheaper to spin than to change. Are environmental and social problems such as global warming and poverty the result of inadequate governmental regulations or does the burden fall on our failure as consumers to make better consumption choices? According to Giesler and Veresiu (2014), responsible consumption shifts the burden for solving global problems from governments to consumers and through that spin off ultimately benefits corporations more than society.

2. Question

You are employed as a consultant of a big multinational company. They have asked you to investigate their CSR policy, as they are worried that people are actually not buying it, but thinking that it is only a green-wash.