Communication & Corporate Social Responsibility

In the past few years, the anti-corporate movement (including those opposed to globalization) provides gained a bit of steam.

Precisely what many people in the movement market now is called Corporate Societal Responsibility (CSR), the idea that corporations needs to be responsible to all of culture and the environment, as well as to help shareholders.

It’s a shame they have gained momentum. After all, without having modern corporations we would all be poorer, and in particular, few of us can expect to retire comfortably. More than anything else, modern corporations exist to deliver pension income.

Sure, businesses used to be owned by a few, really rich people. But, while using widespread adoption of monthly pension funds and mutual money, corporations now belong mostly to working people.

While the fact remains the average working person has far, far less wealth as opposed to average billionaire, there are many, many times much more working people. That means company and government pension plans could invest vast sums of money straight into capital stock, making working class people the largest shareholders of many corporations.

From a connection perspective, I’m interested in knowing why Corporate Social Responsibility gets such good marketing coverage and so much attention. I’m also interested in being aware what we, as communicators, can grow from them.

For starters, the anti-corporate movement has a simple message: “Corporations have too much money and power; working people don’t have enough,” or some variance on that theme. Conversely, my defence of businesses above is anything but straightforward, even though I’m pretty good in capturing ideas in words. Did your eyes glaze over as you read my description?

The particular ‘anti’ movement also enjoys the posh of making a good (poor employees) versus bad (rich companies) argument. That’s a moral debate, one that adds spice to your news story. On the other hand, the ‘pro’ part works largely with reasonable discourse and the ideas connected with economists.

Third, the protestors deliver passion to the anti-corporate message. In the end, this is a battle of good in opposition to evil, isn’t it? Again, your defenders of modern corporations and globalization ought to rely on the prosaic science of economists.

Fourth, the tag ‘Corporate Social Responsibility’ also helps the anti-corporate movements. Not only does the name work as a unifying point for its advocates, but it also implies that CSR is a good thing. After all, who could be in opposition to ‘social’ and ‘responsibility’?

Now, despite their particular high media profile along with ubiquitous presence, the advocates of CSR have a problem. They may be capable to win the attention of reporters and editors, but they have not had much clout using the real decision makers, the people who run companies, pension ideas, and mutual funds.

And, the decision makers aren’t likely to end up swayed. They understand the function of corporations, and they know where their responsibilities lie. Even widespread public concern for CSR isn’t likely to have much effect, since they report to investors, not to society as a whole.

And so, perhaps the final lesson we’ll take from the anti-corporate movement nowadays is that, sometimes, great connection can only take you so far independently.

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