Faculty Sponsor(s)
Patrick Cottrell
Location
Jereld R. Nicholson Library: Grand Avenue
Subject Area
Political Science
Description
In 2018, Nike, Inc. and Colin Kaepernick released the ad “Believe in something. Even if it means sacrificing everything.” Within hours, the ad went viral, angering some while drawing praise from many others. This act marked an inflection point in the conventional wisdom of Corporate Social Responsibility (CSR). Historically, firms steered away from engaging in highly controversial political issues. However, today, as political leadership declines and polarization plagues the government, corporations must change how they behave. Three influencing factors to this new corporate behavior are: 1) the increased value and fragility of a firm's reputation, 2) the increased availability of information at lightning speeds, and 3) consumers now expect corporations to engage in political issues at a much greater rate than traditionally expected by consumers. Using these influences, a new CSR definition will emerge, creating an updated lens that fits corporate behavior in the digital age, where more knowledgeable consumers require political action from major corporations.
Recommended Citation
Grebisz, Isaac, "The New Role of Corporate Social Responsibility in the Digital Age" (2019). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 35.
https://digitalcommons.linfield.edu/symposium/2019/all/35
The New Role of Corporate Social Responsibility in the Digital Age
Jereld R. Nicholson Library: Grand Avenue
In 2018, Nike, Inc. and Colin Kaepernick released the ad “Believe in something. Even if it means sacrificing everything.” Within hours, the ad went viral, angering some while drawing praise from many others. This act marked an inflection point in the conventional wisdom of Corporate Social Responsibility (CSR). Historically, firms steered away from engaging in highly controversial political issues. However, today, as political leadership declines and polarization plagues the government, corporations must change how they behave. Three influencing factors to this new corporate behavior are: 1) the increased value and fragility of a firm's reputation, 2) the increased availability of information at lightning speeds, and 3) consumers now expect corporations to engage in political issues at a much greater rate than traditionally expected by consumers. Using these influences, a new CSR definition will emerge, creating an updated lens that fits corporate behavior in the digital age, where more knowledgeable consumers require political action from major corporations.
