CSR360

Uploaded: Monday 12 October 09, 10.27am GMT

The undeniable influence of the global recession on the concept of Corporate Social Responsibility (CSR) has lead companies to a crossroad depending on how to go on with their CSR activities. That many companies are cutting their CSR budgets might therefore show that CSR has never been more than a passing fashion. This article claims however, that by concentrating on the core business-activities and thereby giving up more immature, inefficient forms of CSR, the opportunity for a deeper, more concrete definition is given.

The first step of unmasking the “real” face of CSR rather leads to a different, more sustainable approach which on the other side can’t be separated from the core business and is crucial for its success. At the same time, a new understanding of responsibility has to arise: because economy and society are intrinsically linked, the social responsibility must be seen as a necessary, before-profit obligation. A broader adoption of this form of CSR would finally not only reveal the link between CSR and business success, but also could appear as a major factor in social cohesion and lead to general prosperity.