As PR practitioners, we are often asked by clients and the media alike if there is such a thing as ‘genuine CSR’. In the ever-changing world we live in, corporate social responsibility is often believed to be nothing but a means to tick a box in the compliance section of a company, or a propaganda tool for it. I disagree.
History is rife with examples of great brands that created great legacies for themselves via genuine CSR practices. A hundred years ago, Cadbury, the famed chocolate company, invested its profits in social gains – it was not called CSR then – as did the 19th-century steel tycoon Andrew Carnegie, whose business ethos was to “to do well in order to do good”.
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