What is CSR?
Corporate Social Responsibility (CSR) has become an essential component of modern business practices. (The Public Relations Journal, 1945). However, CSR hasn’t always had such a genuine focus. As the Drilled podcast series revealed in episodes such as Meet the Harrisons and Psychological Warfare, Astroturfing, and the Tobacco-Oil Connection, the early use of CSR was often a way to shield industries like oil and tobacco from criticism. (Amy Westervelt, Host, s3-ep3, Psychological Warfare, Astroturfing, and the Tobacco-Oil Connection, 2020). Companies employed public relations strategies to deflect attention from harmful practices through so-called “good deeds.” (Amy Westervelt, Host, s3-ep8, Meet the Harrisons, 2020). These actions, while appearing socially responsible, were part of a larger disinformation strategy.
The Greenwashing Era
In the 20th century, companies like Big Tobacco and Big Oil relied on PR professionals such as E. Bruce Harrison to implement CSR tactics that were more about public perception than actual societal good. The Drilled podcast explains how Harrison helped oil companies promote environmental initiatives while continuing practices that harmed the environment. This technique, known as greenwashing, was intended to make companies appear responsible without addressing the root causes of their environmental impact.
For example, oil companies would sponsor environmental clean-up efforts to distract from the fact that they were major contributors to pollution.
Examples of Modern CSR
Patagonia has established itself as a leader in genuine CSR by embedding environmental stewardship into its core business model. The company donates 1% of its sales to environmental causes and actively campaigns for policies to protect the planet. For instance, Patagonia famously took legal action against the Trump administration to protect national monuments, demonstrating a commitment to environmental activism beyond mere corporate interests. (Wolf, 2017). Their transparency in supply chain practices and commitment to sustainable materials, like organic cotton and recycled polyester, showcases how businesses can align profitability with ethical responsibilities. By prioritizing the planet over profits, Patagonia not only builds trust with consumers but also encourages a broader movement towards corporate accountability in environmental issue
In the last few years, Patagonia has deepened its commitment to environmental justice, making substantial donations to grassroots environmental organizations and focusing on protecting lands threatened by climate change. In 2022, Patagonia’s founder, Yvon Chouinard, took a bold step by transferring the company’s ownership to two trusts dedicated to fighting the environmental crisis. (Archie, 2022). The move ensures that all of Patagonia’s profits—estimated at about $100 million annually—will be used to protect nature and fight climate change. Patagonia’s recent CSR initiatives demonstrate a profound commitment to addressing climate justice, going beyond sustainability and integrating ethical business practices into the company’s governance itself.
Ben & Jerry’s exemplifies CSR by combining product excellence with social activism. The company actively promotes social justice issues, such as racial equality and climate justice, through its advocacy campaigns. They publicly support the Black Lives Matter movement by releasing statements on social media platforms and their website. (Ben & Jerry’s, 2024).
Their commitment extends to sourcing Fairtrade-certified ingredients, ensuring that farmers receive fair wages and sustainable practices are upheld. By using their platform to address pressing social issues, Ben & Jerry’s not only enhances its brand reputation but also contributes to meaningful societal change, proving that businesses can play a vital role in advocating for justice and equity.
Conclusion
The evolution of CSR from the “greenwashing” days of Harrison to today’s more authentic practices is significant. Companies like Patagonia, and Ben & Jerry’s, are leading the way by not only talking about social responsibility but embedding it into their operations. In doing so, they build trust with the public and create lasting societal impact. As illustrated by the Drilled podcast, the key to successful CSR lies in transparency and genuine efforts—far removed from the disinformation campaigns of the past.
Reference List
Ben & Jerry’s. (2023, January 8). Racial justice. https://www.benjerry.com. https://www.benjerry.com/values/issues-we-care-about/racial-justice
Wolf, C. (2017, December 12). Patagonia’s Anti-Trump stance is massively good for business. GQ. https://www.gq.com/story/patagonia-trump-lawsuit-sales-uptick
Archie, A. (2022, September 15). The founder of Patagonia is giving his company away to help fight climate change. NPR. https://www.npr.org/2022/09/15/1123104499/patagonia-founder-climate-change
ProQuest Research Library. The New York Public Library. (n.d.). https://www.nypl.org/research/collections/articles-databases/proquest-research-library
S3, EP 8: Meet the Harrisons. Apple Podcasts. (2020, February 28). https://podcasts.apple.com/ca/podcast/s3-ep-8-meet-the-harrisons/id1439735906?i=1000467969555
S3, EP 3: Psychological Warfare, astroturfing, and another tobacco-oil connection. Apple Podcasts. (2020, January 28). https://podcasts.apple.com/us/podcast/s3-ep-3-psychological-warfare-astroturfing-and/id1439735906?i=1000463881296
