Corporate responsibility (CR) and cause branding are on the top of the agenda for many C-suite executives. The biggest challenge, however, is pinpointing exactly what leaders mean when they are throwing around these terms.
How can business and social change ever be achieved when one person is saying “CR” and others are only hearing “donations” or “sustainability”? Many still mischaracterize corporate responsibility too narrowly – they focus attention on only one issue, such as environmental stewardship, or on one strategy, ...