Brands and Corporate Social Responsibility

James joins an event debating Brands and Corporate Social Responsibility (CSR) to explore the question: ‘Are today’s brands capable of acting in anything other than their own self interest?’

James’s answer to this question is “No… brands can’t act other than in their perceived self interest.” He then provides a critical examination of the widespread adoption of Corporate Social Responsibility (CSR) by companies. James makes the case that, ironically, modern business ethics are at odds with growth and progress, therefore running counter to a company’s actual interests.

Given the widespread adoption of CSR by companies as a core guiding principle, we must develop an understanding of its origin and the impetus behind its promotion. The end of the cold war was, he argues, a critical moment for this discussion. We find factors that once had worked well to galvanise Western ideologies – democracy and economic growth – ran out of steam when the enemy of the Soviet Union disappeared. Tony Blair’s ‘Third Way’, where both government and industry should be held in check, resulted in a new form of regulatory ethics. In this new era, we also find the emergence of a ‘risk society’, where innovation is now perceived as inherently hazardous and problematic.

James describes the consequences of many current business decisions, informed by CSR. He describes how these are curtailing the ambition required to really tackle problems facing humanity; instead, we meet small-scale, low-productivity solutions and demands by environmentalists for limits to population growth. In its place, a robust counter perspective, and argument, is needed. We need to move away from Human-Resources-driven, risk-averse employee engagement activities, and focus instead on Research & Development, where a “can-do” mentality prevails and innovations for human benefit are at the forefront.