People don’t remember facts and figures, they remember stories. They connect with stories. And, they want more good ones. Effectively marketing the good that companies are doing depends on stellar stories.
At times it seems as though news of a corporation’s revised CSR policies and achievements can stir up more murmuring and backlash than even their past misdeeds managed to provoke. It’s my fear that this sort of negative backlash to CSR efforts is having a very detrimental impact to the advancement of corporate social responsibility as a whole.