Corporate Social Responsibility — Getting Beyond Philanthropy


By Peter Prodromou

People can find something to criticize about everything, including the transparency of Bono’s “Red” campaign. The Red campaign was started a little over a year ago and includes corporations like the Gap, who donate a portion of sales proceeds from Red branded merchandise to help with medical issues in developing countries. It seems the New York Times has questions about how much of that money is getting to these countries.

The Times article comes on the heels of Dell Computer joining the campaign and publicizing its participation during a Super Bowl ad.

That’s the problem with today’s brand of corporate social responsibility (CSR). It simply too sporadic and even if it isn’t — the way it’s executed leaves people with the best intentions open to criticism. This trend points to the glaring need for companies to reform their views and execution on social corporate responsibility. Companies today need to ingrain in their DNA and their corporate positioning the spirit of CSR.

We applaud Dell, Gap and every other participant for joining the Red campaign. Now we ask them to be truly bold. They can begin by reframing their corporate images around a handful of the most important issues in the world today – whether the environment, solving poverty or something else. They should think not only about giving, but empowering societies by developing and providing them with the tools they need to elevate themselves.

Imagine a cleaner world brought to you by a Green General Motors, or a future bastion of democracy in the developing world with entrepreneurialism powered by accessible computers. That’s the true spirit of CSR – the kind companies must focus on to lead and compete in the 21st century.

 

 

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