Understanding drivers of brand activism in India

Abstract

In a world facing a range of issues, responsible behaviour of individuals, businesses, and governments have become essential for the Planet's sustainability. Corporate social responsibility (CSR) has been prevalent among companies as a way for businesses to do good. However, multiple arguments are raised against corporate social responsibility as merely a way for firms to portray their business positively. Firms showcase CSR initiatives as a medium through which they can give back to the communities and the environment in which they operate. The argument raised against CSR is whether firms will continue to run the same initiatives if made non-mandatory by various governments. However, businesses need to make more extensive efforts, recognising the amount of power and influence they have and the need to work for the sake of the public good.