Corporate Social Responsibility has been increasingly brought into light and companies are responding by approaching CSR through higher cause-driven value propositions and campaigns. Unilever for example, concerns itself with “creating a sustainable future” for its customers. More specifically, as an multinational corporation with “operating companies and factories on every continent,” they have taken it as their CSR to improve the “health and well-being of local communities” through their “Unilever Sustainable Living Plan.” In 2012, approximately 400 Unilever employees encouraged people living in Malaysia to “wash their hands with soap before each meal,” in the hopes to inspire people to “promote a healthier Malaysia.”

An issue with Corporate Social Responsibility however, is that it is easy for brands to claim their goals towards more sustainable living styles, without actually implementing these changes of principles. Pointed out in this blog, as a difficult thing to measure, and as more companies pledge to develop their CSR, “the more consumers will be skeptical and cynical about companies’ motivations, even if their motivations are sincere.”

Sources:

1. Nair, Nevash. “Consumer Goods Company Takes Corporate Social Responsibility Seriously.” The Star Online. N.p., 24 Oct. 2013. Web. 17 Nov. 2013. <http://www.thestar.com.my/Business/SME/2013/10/24/Committed-to-reaching-out-Consumer-goods-company-takes-corporate-social-responsibility-seriously.aspx>.
2. Fishburne, Tom. “Brand Purpose.” Tom Fishburne Marketoonist. N.p., 27 Oct. 2013. Web. 27 Oct. 2013. <http://tomfishburne.com/2013/10/brand-purpose.html>.