The Greening Of Corporate Dynamics By Tom Phelps At Isnare.com Ezine Articles

There is a growing movement that centers on the notion that Corporate America needs to be socially responsible. For some businesses that means stating publicly that they purchase green energy credits to offset the energy it takes to produce whatever product they make. Other corporations supply a portion of their profits to a pre-determined charitable organization they believe in.

The problem that some consumers have with this dynamic is that they may not be as enthusiastic about the charity of choice or they may view the purchase of green energy credits as something that is actually paid for by consumers. The perception among some is that the extra giving on the part of the business is something like a tax and the consumer is the one bearing the cost of supporting a cause they may or may not believe in while it is the business who will be credited for the generosity.

There are businesses that have involved themselves in corporate giving to causes for most of their existence, but it has only been a recent phenomenon that has made the public mention of the social cause a pronounced event.

It could be argued that the term “Corporate Responsibility” is simply a new ways to market a business by demonstrating a form of compassion for a widely recognized cause. In effect some consumers wonder how committed a business may be to a cause or if the cause is simply a good marketing tool.

In many ways cynicism is an enemy of good intent. It is probable that should a business owner choose to adopt practices that closely align with a social cause they may be branded as an opportunist while contributing heavily to a cause you believe in.

It is also probable that by announcing your link to a cause they may alienate certain customers who may not agree with the cause of choice.

Essentially the problems with corporate giving spring from the public declaration of the link between your business and the cause.

On the other hand you will have customers who believe strongly in the idea of corporate responsibility to the environment and to giving back to the community.

Some businesses have sidestepped the issue to some degree by publicly demonstrating a willingness to give back and then choosing a clearinghouse charitable organization like United Way or allowing customers to choose a school of their own choice who will receive a portion of the profits from their purchase.

This plan puts more choice in the hands of the consumer while allowing them to maintain a policy of philanthropy in relation to corporate responsibility.

Another facet to the idea is simply a solid effort by companies to be socially responsible in how they manage their business and how they manage waste and emissions. Some would argue this is imperative while others believe the constant push by social groups to nudge corporations to a level of responsibility that exceeds government standards to be excessive. There are those that would further argue that as companies move further and further into this arena it will affect prices and place the increased costs on the shoulders of individuals who may not share the views of the company.

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