An investigation into the decision to communicate CSR initiatives

The concern over climate change and the resultant focus on reducing waste, water and energy use has led to new and innovative product, recycling and sustainability solutions within many markets. It has also created a plethora of television programmes, websites, newspaper and magazine articles and increased parliamentary debate which has served to raise public awareness of the issues to be faced. And yet, even given the opportunities provided by the increased coverage of these topics in mainstream media channels, there appears to have been very little increase in communications for companies that produce these products or engage in CSR initiatives. In contrast to the majority of literature regarding Corporate Social Responsibility (CSR) communications, this investigation was concerned with CSR marketing communications rather than CSR reporting. This study is timely given: i) the increased awareness of environmental issues and the resultant focus on reducing waste, water and energy use; ii) the media discourse, public and parliamentary debate regarding climate change and corporate collapses, and; iii) the increased scrutiny of business practices and corporate governance by both regulatory authorities and members of the general public. It would appear that the aforementioned concerns might create an appropriate environment in which corporations that engage in CSR may spruik their initiatives. This investigation aims to explore the reasons behind organisations’ CSR communication decisions in an effort to identify the possible barriers and facilitators to CSR communications. To this end, semi-structured interviews with Marketing and CSR Managers from five large organisations were conducted. Information gathered during the interviews indicated that whilst all of the participating organisations engaged in different and varied methods of CSR communication, only two of the organisations engaged in mass communication (television advertising) of their CSR initiatives. The data collected during these interviews also revealed seven barriers and three facilitators to CSR communications. However, it is important to note that two of those seven barriers (industry practices and timing), were also identified as facilitators to CSR communications. Finally, as is consistent with current knowledge, the third facilitator to CSR communications (integration of CSR within the organisational culture) was found to be important to both the success of CSR programmes and their associated communications.