Corporate Social Responsibility (CSR) shouldn’t be treated as a checkbox—it’s an opportunity to build meaningful, purpose-driven connections with society. That’s the message echoed in a growing call across industries: stop letting CSR become a creative wasteland.
By Harshal Thakur – Social Samosa
In a thought-provoking analysis, experts argue that brands often treat CSR as a compliance formality rather than a storytelling canvas. The result? Dull campaigns, underutilised budgets, and missed impact.
Real CSR should ignite emotion, imagination, and empathy—driven by the same creativity that powers consumer marketing. It’s not about making brands look good; it’s about doing good in ways that matter and resonate.
The article urges brands to elevate their CSR narratives—show real people, real change, and real commitment. Whether tackling education, climate, or community upliftment, authenticity and creativity must lead.
In South Africa, where inequality, youth unemployment, and sustainability challenges intersect, creative CSR can be a force for systemic transformation—not just social window dressing.
As one strategist put it:
“If brands can move us to buy things, they can move us to change things.”
