Is being a “responsible” company enough? CSR specialists are beginning to redefine – or at least expand the definition of – what it means to be a good corporate citizen. In a video released by Cause Marketing Forum, Dr. Michal Strahilevitz , a marketing professor at Golden Gate University, suggests that companies should differentiate between corporate social responsibility and corporate social contribution. (Skip ahead to 08:55 if you want to view the video but you’re pressed for time.)

What’s the difference?

Corporate social responsibility refers to those actions that a company takes to comply with the basic standards of being a good employer, business owner and corporate citizen. These would include:

  • Maintaining a safe and wholesome workplace – free from work hazards, employee harassment, etc.
  • Operating within legal and ethical compliance.
  • Offering safe products and services and “making good” if defects are discovered.
  • Being environmentally conscious – recycling waste, controlling emissions and, in general, leaving the smallest carbon footprint possible.

Corporate social contribution, on the other hand, would refer to those efforts that go above and beyond compliance and actually seek to improve the community. While the owners of a company may feel compelled to make a positive impact, it is not technically their responsibility.  Social contribution efforts would include:

  • Starting a foundation and providing grant money to charitable, environmental or community-based causes.
  • Supporting employees who volunteer during company hours and compensating them for the time.
  • Partnering with nonprofit organizations by sponsoring fundraising events and providing cause-related marketing.

Today, there’s a temptation to view too many internal and external corporate initiatives through the prism of CSR. Distinguishing between social responsibility and social contribution helps keep companies more honest with their reporting and cuts back on the “greenwashing.” And, it encourages us to be better than “C” students – that is, not just doing what it takes to get by, but proactively seeking to make a positive impact on the world around us.

- LuAnne Speeter