CSR - scratching govt's back or meaningful and real

CSR is very big word in many companies. It's not enough that it is mandated by the government but things that are done in the name of CSR are pretty lame most often.
CSR activities are also used as a branding technique - a loud whisper to tell consumers that you care. And when the CSR is done backing a govt initiative - one really wonders its authenticity.

What is good CSR one may ask. Let me start by saying clearly what its not. It's not ephemeral. Just talking about women empowerment in an ad and donating a percentage of sales as a one time action.
No - if you commit to something - live with it. Live with it much like how a brand must live with its product. Make it better on the way. Make it a living entity too - meaning, carry this activity like a branding activity - not an activity that must be done. Do it like you mean it.

And CSR is the opposite of the business you are in. Every product - no matter what it is - is feeding to consumerism. But CSR isn't shoving something to people. It's supposed to genuinely HELP people. To live a better life. A safer life. A happier life. Pick your word. Even if one wants to provide their product for free - ensure that it is needed and meaningful. Giving a free coke to a village via the happiness machine is useless and beats the purpose. But to ensure that people around the large Coke factories are well taken care of - that's thinking positively.

The point is - we need to look at CSR as adding a bit of Human-ness to the otherwise business oriented companies. CSR shouldn't be a burden but second nature to not just brands but brand owners. It's a value tha must be instilled. Helping an elderly cross the road while you walk by is a great act of kindness. One could continue to do so everyday or look for different ways to extend this kindness. And that is CSR. The softer side of not just the brand but of the people you work with.

CSR shouldn't be seen as scratching the govt's back but should be seen as genuine. And for that - it needs to be continuous, heart felt and meaningful. Which is why CSR could have nothing to do with the product. Keeping the product in mind while developing a CSR is flawed.

My skeptisism could blind me from seeing a geniune CSR. And it's not that companies aren't commited to them - but it is very depressing to see a brand trying to win consumer confidence with its CSR activity. Talk about it - but don't make it pompous.

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