Fight the Good Fight, or Encourage the Right Behavior?

Right now I am frustrated. I’m tempted to join the hundreds who are probably inundating the Washington Post with anger and counter-arguments to their recent article, which accuses CSR-powered companies as “muddying the waters.” What could they possibly gain by making an argument against corporate social responsibility??

Well, they’re not alone. A new polarizing topic is emerging, filled with troubling and skeptical points about the state of corporate social responsibility. Using the BP oil spill as their primary example, CSR is getting a bad name by some pretty big names. Some dig deeper, looking beyond marketing tactics, taking issue with corporation that acquire “green” or socially progressive companies, effectively masking, or “cause washing” their legacy business models.

It’s an easy argument to make. These large corporations are highly visible and so are their often hypocritical actions.

We feel that while it is important to note these differences and be steadfast in our determination to see more authentic and ethical business practices, it’s also important to encourage the right behavior – even from large, multi-national conglomerates. Pardon the anecdote, but a colleague recently noted that the removal of the plastic tabs from fast food coffee containers did more to help the environment than any recycling program that year. How unglamorous, and yet, what a victory for the environment.

Frankly, we struggle with the all-or-nothing approach, because if today’s consumers did have to make an all-or-nothing decision right now, wouldn’t that answer probably be “nothing?”

The anti-CSR has their voices, the CSR revolutionaries have theirs. Ours as a responsible marketing agency, is focused on sharing what is possible, not what should be boycotted. Our job – for our clients and for our world – is to hold up examples of success and to point out the steps to that success. We believe in the triple bottom line of people, profits, and planet and are completely impressed when we see it in action. So impressed, actually, that we’ll do anything to help encourage it – including giving our services away for free on occasion.

We are confident enough in our marketing approaches and in the marketplace to deliver the kind of improved return on investment that turns the heads of even the most short-sighted and greedy mega-corporate executives – while encouraging the right CSR behavior.

Ok, maybe I’m not so frustrated anymore. I’d like to hear your side of things. Should consumers encourage the “right behavior” supporting authentic CSR brands, even if they’re held by bottom-line mega-corporations or should consumers boycott everything non-CSR?

Which is the most responsible thing to do?