CSR Communication Should Be More Impactful

Corporate Responsibility
Knowledge Center

Best Practices

Sign up

Ismael Bena MBA
Management Consultant, Netherlands

CSR Communication Should Be More Impactful

While the notion of CSR has become mainstream and its benefits have been demonstrated to win over employees and shareholders, the communication of these efforts has remained superficial and one-dimensional.
In general, the intention of CSR is to pursuit environmental or social issues, for example through integration in business practices. But corporations fail miserably to focus on the mission completion and instead direct most of their attention to the communication (self marketing) of such efforts.

To achieve positive business and social change, the success criteria of CSR should aim at moving beyond awareness building or informing the general public of the corporate's issues and efforts. Instead, the goal for CSR communication should be to connect with people on an emotional level so relevant, that it results in action and response, creating buy-in to support the companies advocated mission (Humlen, 2014).
When there is a lack of response from society, are corporations correct to assign this disconnect to the lack of awareness, social apathy or non-interest for the addressed issue, or should they strive to make more efforts to advocate their CSR objectives through better communication, moving beyond standard reporting practices?

Humlen (2014) argues that for communication to make a difference, quantity and quality are determinants to make an impact. Behavior change is not influenced by rational information, data or details, rather by emotions and changes in social norms. Therefore, corporations are better off to pursuit, through more effective forms of communication, a wider flock beyond those already “in-the-know”, if their CSR efforts are to become impactful to address the advocated cause.
Source: Humlen, A., (2014) “CSR Communication Goal Should be Impact, not Information,” TSSS, ONLINE, link (accessed 15/10/2014).

  chola Godfrey
Teacher, Zambia

Communication on Corporate Social Responsibility

I like the approach you have taken on CSR. Yes it (...)

  sven danielsson
Entrepreneur, Sweden

Real CSR and Real Communication on CSR

MAKE IT SIMPLE Do good to third parties, then tel (...)

  rajat baisya
Professor, India

The Need for CSR Audits and True CSR

Businesses are making use of CSR communication for (...)

  Ismael Bena MBA
Management Consultant, Netherlands

CSR Communication: Move Beyond Informing and Reporting to Engaging

I concur with Rajat's suggestion that CSR activiti (...)

  Graham Williams
Management Consultant, South Africa

From CSR Rhetoric to CSR Dialogue

I agree 100% that it should be more about narrativ (...)

  Friday O. Ngbodi
Student (MBA), Nigeria

Voluntary Reputational CSR Remains Achilles Heel of CSR

From the developing country point of view, I think (...)

  Sudarshan Ramaiah

Effective CSR and Effective CSR Communication

I think CSR itself is an effective concept, emerge (...)

  rajat baisya
Professor, India

CSR Communication in India

I am happy to see that some amount of discussions (...)

  Mohun Aujayeb
HR Consultant, Mauritius

CSR Communication in Mauritius

In Mauritius the information regarding CSR is well (...)

  Shashidhar Nanjundaiah
Professor, India

Communicating CSR: What Should it Accomplish?

Communication is at the heart of CSR, because of i (...)


Meaningful CSR Communication

CSR is a powerful technique to contribute to socie (...)

  Ismael Bena MBA
Management Consultant, Netherlands

Effective CSR Communication

@Sudarshana Ramaiah: Good questions... I believe t (...)

  rajat baisya
Professor, India

CSR Communication

As expenditure on CSR qualifies for tax rebate it (...)

  Ismael Bena MBA
Management Consultant, Netherlands

CSR Communication

I understand Rajat's suggestion for auditing in th (...)

Participate and leave a comment
Exchanging your ideas stimulates your personal and professional development. And you can help other people! Please motivate your point of view. You can still edit your comment for 3 hours.

Start a new forum topic


More on Corporate Responsibility
Align CSR with Corporate Purpose and Values
Is Acting Selflessly Required for Social Responsibility?
Tips for Starting an Ethical Business or Social Enterprise
Moving CSR from a Business Case to a Development Tool
Examples of Truly Putting CSR Into Practice
Pyramid of Corporate Social Responsibility (Caroll)
Potential Corporate Social Responsibility Focus Areas
How to Measure the Impact of Corporate Social Responsibility (CSR)?
Reasons for Corporate Responsibility
Legal and Tax Strategies to Support Corporate Social Responsibility Initiatives
Company Social-Economic Responsibility (CSER)
Best Practices
Unethical Behavior and Child Labor in Supply Chains: Willful Ignorance
Corporate Responsibility: Different for Large and Small Firms?
Stages of Corporate Social Responsibility
CSR Communication Should Be More Impactful
Taxation and Corporate Social Responsibility
Corporate Responsibility versus Porter's Shared Value
Marketing of Corporate Responsibility Efforts
The Role of Corporate Social Responsibility in Employee Engagement
The Meaning of Sustainability as Perceived by Consumers
Special Interest Group

Are you interested in Corporate Responsibility? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:

Corporate Responsibility
Knowledge Center

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2021 12manage - The Executive Fast Track. V15.8 - Last updated: 12-5-2021. All names ™ of their owners.