Examples of Truly Putting CSR into Practice


 
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Examples of Truly Putting CSR into Practice
Anneke Zwart, Student (University), Netherlands

A well-known quote used by among others Hillary Clinton, Reagan and Eisenhower is: 'We are great because we are good'. It means that a country’s performance in this global world is derived and judged from its willingness to behave and act right.
The quote has often been used by corporations as a selling point. Unfortunately, this often does not mean that those companies truly practice CSR and behave right.

Finding out whether organizations that use CSR as a selling point are truly operating and behaving responsibly requires a deeper investigation of how organizational operations measure up against CSR criteria.

One example of a company that demonstrated to put CSR into practice mentioned by J. Sachs in an article in the Guardian is Skins, an Australian sportswear manufacturer. Skins is an organization that invested lots of money in Marathoner Rob Young who was abused as a child and now desired to run across the US in just 46 days. However, rumors soon started, claiming that Mr. Young did not run all the way but hopped into vehicles every once in a while.
Most companies would have waited for the results of investigating those claims and when true they would quietly have withdrew sponsorship. On the contrary, Skins immediately took action and started its own research rather than sitting back and waiting for the truth to come out. Skins also published a 101-page report on its website. And when it turned out that Young had indeed likely been using cars rather than running terminated their sponsorship.

This confirms that Skins truly lived the principle of doing the right thing by attacking irresponsible and unethical behaviour. It shows that Skins aims for perfection and the way Skins was acting was ‘just a natural extension of excellence’.
And this exactly turns the former mentioned quote around: Skins does the right thing because doing so is treated as an essential part of becoming a high-quality and high-performing organization.

The article claims that organizations that charge premiums for claims on CSR efforts will only be successful when they fiercely evaporate irresponsible and unethical actions wherever it takes place. It's about the pursue of excellence with a true passion to do right.

⇒ Do you know other examples of companies that truly practice CSR?

Source: Sachs, J. “Corporations aren’t Known for Honesty, but Skins Showed us how it’s Done” The Guardian October 2016
 

 
 

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