In the past decade, Corporate Social Responsibility (CSR) has become more and more popular, not in the least because it makes sense from a commercial perspective. Already in 2009, a study by McKinsey showed that two-thirds of CFOs and three-quarters of investment professionals agreed that CSR activities created value for shareholders in normal economic times. 

According to a recent article by the same consulting firm, this is true in the current COVID-19 crisis as well: ‘The way organizations deal with their customers, their employees and the broader community in a crisis is likely to leave lasting memories in customers’ minds.’ 

Despite the positive impact CSR can have on our society, there are at least three reasons why it is often seen as a marketing ploy:

• No common definition and robust standards
• Inconsistent business practices (Walking the talk)
• The way companies treat their own employees

In our society organizations are free to choose to which extent they want to invest in CSR. There are several examples of well-known companies that do not (significantly) invest in CSR, without a noticeable effect on their business results. 

However, once a company decides to publicly choose the moral high ground, it needs to be willing to also invest in this... starting with the way it treats its employees... 

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