In today’s fast-paced and ever-evolving world, corporate social responsibility (CSR) has become an essential factor in business operations. As consumers become more socially conscious, companies are under increasing pressure to demonstrate their commitment to social and environmental issues. However, with the rise of social and political polarization, navigating CSR communication has become a complex task for organizations. In their research article, “CSR Communication and the Visibility-Managerial Capture Paradox,” Dennis Schoeneborn, Urša Golob, Hannah Trittin-Ulbrich, Matthias Wenzel, and Amy O’Connor explore this timely and crucial topic.
The inspiration for this research arose from the team’s observation of the changing landscape of CSR communication. “We saw a growing tension between the public’s increasing demand for transparency and authenticity and the tendency for companies to engage in greenwashing and selective disclosure,” say the authors. With this in mind, their research aimed to understand the paradox of CSR communication, where companies often aim for high visibility while simultaneously trying to control their message.
Through their study, the authors found that organizations often struggle to find the right balance between visibility and managerial capture, where they try to control their brand image and avoid negative exposure. “Our research highlights the importance of acknowledging this paradox and finding ways to navigate it successfully,” explains Schoeneborn. “Organizations must be aware of the potential trade-offs between visibility and managerial capture to effectively communicate their CSR efforts.”
The authors also emphasize the role of CSR communication in the context of social and political polarization. In today’s divided society, even well-intended CSR actions can be perceived differently by different groups. “We live in a time where certain social and political issues can be highly polarizing, and this can create a challenging environment for CSR communication,” says Golob. “Organizations must be mindful of their messaging and ensure that it resonates positively with all stakeholders.”
One of the key takeaways from this research is the need for organizations to be authentic and transparent in their CSR communications. In this age of digital media, consumers are quick to call out companies for any discrepancies or insincerity. The authors recommend that companies prioritize building trust with their stakeholders rather than focusing solely on visibility. “Effective communication goes beyond simply sharing information. It’s about building relationships and creating a sense of mutual trust,” says Trittin-Ulbrich.
The team also stresses the importance of considering the cultural and societal context in CSR communication. In today’s globally connected world, organizations must understand the values and beliefs of different communities and tailor their messages accordingly. “What may be perceived as socially responsible in one culture might not be seen as such in another. Companies must be aware of these differences and adapt their communication strategies accordingly,” explains Wenzel.
The authors’ research has important implications for both theory and practice. By understanding the paradox of CSR communication, organizations can avoid the pitfalls of greenwashing and improve their overall communication strategies. “Our study provides a framework for organizations to effectively navigate the complexities of CSR communication in an age of polarization,” says O’Connor.
As CSR becomes an increasingly vital aspect of business, it is crucial for organizations to understand how to communicate their efforts effectively. The research by Schoeneborn, Golob, Trittin-Ulbrich, Wenzel, and O’Connor offers valuable insights for companies looking to improve their CSR communication strategies. By being transparent, authentic, and considering the cultural context, organizations can navigate the paradox of CSR communication and build trust with their stakeholders. As the authors conclude, “We hope our research will contribute to the development of more responsible and sustainable business practices.”
