Corporation as climate ambassador: Transcending business sector boundaries in a Swedish CSR campaign

At a time when corporations are addressing increasingly complex, global corporate social responsibility (CSR) issues, this study examines and evaluates the strategies used in Vattenfall's challenging and innovative CSR campaign which aimed at establishing the energy company as a credible climate ambassador. Based on an analysis of the campaign outcomes in terms of the distinct interests and competencies of business, government and civil sector actors, I suggest that the company's credibility was weakened by its portrayal of Vattenfall as being more intent on organizing a public, collective action to fight climate change than on securing company-related business interests. Two ways to ensure greater credibility in similar cases are proposed: communicating explicitly about company motives for conducting CSR campaigns, and carrying out CSR campaigns in collaboration with non-profit organizations.

► Corporations are addressing increasingly complex, global CSR issues.
► Business, state and civil sector roles in addressing social issues are shifting.
► Stakeholders may get confused when corporations adopt NGO-like campaign practices.
► Collaborating with NGOs can help corporations ensure credibility in CSR campaigns.
► Communicating about business motives can strengthen credibility in CSR campaigns.