Walk the line: Active Moms define corporate social responsibility

While many have suggested that corporate social responsibility is in part a response to stakeholders, little research has been done that gives primacy to the targeted publics’ voice, interpretations, and responses to corporate social responsibility. This research examines the meaning and attributes that Active Moms, an often targeted stakeholder group, assign to corporate social responsibility. In nine focus groups (N = 72), participants suggested that authentic CSR (a) is a combination of socially responsible business practices and campaigns to engage issues which impact their lives, (b) must be marked by longevity and consistency, (c) makes the most sense when linked to core business practices, (d) is distinct from philanthropy, and (e) is evaluated using a blend of rationality and emotionality.