Risk and responsibility: Marketing CSR in a time of economic turmoil

At a time of economic difficulty it might be thought that business commitment to corporate social responsibility (CSR) would be weakened because of the costs involved.
This report from The Futures Company, part of its Future Perspectives series, demonstrates that CSR is actually more important than ever because of the public's heightened aversion to risk. Not only do socially responsible actions - green initiatives, avoiding harm, a willingness to sacrifice profits - alleviate risk in the eyes of consumers, they can also differentiate brands and inspire consumers....

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