I have revisited the topic of corporate social responsibility (CSR) several times, citing companies like Toyota and their “Ideas for Good” campaign, as well as the more unintentional perk of the iPad’s ability to reach beyond entertainment and be used as a learning and recuperative tool for the disabled, and the idea that corporate irresponsibility is the product of consumer behavior.
If you’re not familiar with CSR, it is a form of self-regulation that pre-empts the role of government agencies as watch dogs. In theory, this form of built-in self-regulation is in place to institute a code of ethics and encourage the positive impact of business practices on the environment, employees, consumers, community, and shareholders. On the surface, CSR appears to set a standard for business ethics, but many opponents of corporate self-regulation see CSR as a marketing tool used to take focus off the negative and enhance their public perception. Essentially, these critics are blaming companies for exploiting world issues by using them as leverage in “socially responsible” campaigns, advertisement, perceived practices, etc. In short, products and actions don’t change, but corporate reputations and perceptions are enhanced.
Take the Toyota “Ideas for Good” campaign for example. Do you think this would have happened if Toyota’s string of bad luck with their brake systems hadn’t drastically dipped their sales? Probably not. Translate “Ideas for Good” to “Think We’re Safe.” Motives for CSR campaigns generally fall in the realm of profit and image enhancement, not goodwill.
Corporations hold only one responsibility, and that is to their shareholders. It is through CSR campaigns that they produce a perceived responsibility to the public sphere and therefore produce both monetary and image based value for their company, brand and community investment. But what about companies and business markets that are inherently controversial, how does corporate social responsibility work for them?
Take the “not so respectable” industries like tobacco, alcohol, porn, and oil for example ‑ these are inherently controversial and by some seen as unethical simply because of what they represent. However, they have a following, and generate tremendous profit compared to other business markets, making bank for their shareholders. These controversial businesses especially use CSR to take focus off the negative ‑ and people buy it, literally.
