Although I am mainly involved in working conditions in factories, I work with colleagues on other topics of CSR (as environment, community impact…). I am also running debates and discussions on CSR. They are usually very contrasted. On one side, you have people deeply involved on CSR and legal principle and on the economical impact of CSR. But you also often found peoples who just try to points out some actually small achievement as great result (greenwashing). Finally, you also have other disillusioned people who only see CSR as marketing and don’t see anything else than the greenwashing. The “discussion” hold along 2013 is quite typical.
As usual, the middle position can show greater diversity and a more pragmatical approach. It seems then important to explain that a balance position is needed between the request for immediate prefect results and the cynical greewashing approach. How can we promote such balanced approach which is way less interesting in a media point of view? No scandal, no congratulation on a good finished work…
The internal communication in companies could be a first way. Many employees are facing the same doubts than those above described. All are not directly involved in actions related to CSR. Or they may not realize the CSR impact of some internal procedures. Explaining such actions could increase the awareness the company is not passive, but also it still have to work and progress on these topics. It is continuous improvement here and not a simple goal.
On your side, do you have ideas or method to communicate on this middle position?