Is it ethical to use CSR as a branding tool

Abstract

Corporate Social Responsibility is often seen as a mandate to fulfil by many companies. It is a way for companies to benefit the society while benefitting themselves. Some organisations do not go beyond serving and treating their employees well in the name of CSR. Other consider being environmentallyresponsible as socially responsible, followed by more such perspectives. While engaging in genuine CSR activities does make a difference socially, the fact cannot be ignored that it does impact the goodwill and business of the corporates as well. Brand differentiation in competitive markets make corporates embrace CSR as a branding tool, and they can flourish on its sustainability.