Social gain: is corporate social responsibility enough?

Article

Rundle-Thiele, Sharyn R.. 2009. "Social gain: is corporate social responsibility enough?" Australasian Marketing Journal. 17 (4), pp. 204-210. https://doi.org/10.1016/j.ausmj.2009.06.006
Article Title

Social gain: is corporate social responsibility enough?

ERA Journal ID19788
Article CategoryArticle
Authors
AuthorRundle-Thiele, Sharyn R.
Journal TitleAustralasian Marketing Journal
Journal Citation17 (4), pp. 204-210
Number of Pages7
Year2009
PublisherSAGE Publications Ltd
ISSN1441-3582
1839-3349
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2009.06.006
Web Address (URL)http://www.anzmac.org/amj
Abstract

This paper considers whether the concept of corporate social responsibility (CSR) is sufficient for social behavioural change. Two data sources are used to consider whether alcohol is enjoyed responsibly in Australia by informed adults. First, 582 surveys were analysed to consider whether respondents were adequately informed about alcohol. Second, covert observations were used to record what people actually drink to understand whether alcohol is always enjoyed responsibly. Taken together, the results suggest many adults are not adequately informed and many Australian adults do not enjoy alcohol responsibly. A more rigorous social responsibility approach may be warranted. To achieve sustained behavioural change companies need to move towards corporate social performance (CSP). CSP requires CSR interventions to be evaluated to determine their contribution towards real social gains. CSR is not enough to reach the social goals required by society. The concept of CSP takes away the lip service around CSR by requiring companies to document sustained behavioural change.

Keywordscorporate social responsibility, corporate social performance, observation, alcohol.
ANZSRC Field of Research 2020441099. Sociology not elsewhere classified
441016. Urban sociology and community studies
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Byline AffiliationsSchool of Management and Marketing
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