A New Brand of High Performance CSR

Corporations, like individuals, are never truly altruistic – in a capitalist society, individual benefit is incentivised, writes Doug Flynn of global consultancy North Highland.

It is unrealistic, and much more importantly, unhelpful to expect global corporations to be truly selfless in their approach to corporate and social responsibility. It is time to stop being ashamed of this, and time to stop awkwardly shuffling the board room chairs around this inconveniently large elephant. There is huge power in forms of social responsibility that are also self-interested. This is a reality to be acknowledged, faced and indeed embraced.

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