Creating a socially responsible image

Abstract

In many wealthy societies, where basic needs have been met, people now want and expect all kinds of businesses not just to be good but to do good. Sometimes they want this because it is much easier if someone can be good on their behalf rather than them having to make the effort, and sometimes they want it because they have seen that charities helped by business are often more efficient than large public sector bodies. And sometimes they want it because the only way to effect some kinds of change is through corporate action. The attempt of businesses in the developed world to respond to this is called Corporate Social Responsibility, or CSR. Perceptions of an organization’s Corporate Social Responsibility can have an impact on all of its stakeholders. They can affect customers and potential customers, and shareholders and potential shareholders. A positive image can make it easier to recruit and retain good quality staff. And of course they can have an impact on how the media, public opinion, pressure groups and indeed government treat a business.