Showcase authenticity in CSR communication to reduce consumer skepticism

Corporate social responsibility represents an organization’s commitment to improving society through strategic initiatives – often environmental or social. Research has found that to communicate CSR to consumers, an organization must be real about what they stand for.

One of the challenges is skepticism. Consumers and other stakeholders may wonder if a company isn’t just “talking the talk." While previous research has presented the concept of CSR authenticity, few studies explained what aspects of CSR communication can help a company to make their messages perceived as authentic.

A Page Center-funded study published in the Journal of Public Relations Research sought to develop the multifaceted concept of authenticity in CSR communication.

In the study, scholars Joon Soo Lim and Hua Jiang, professors at Syracuse University, aimed to show what factors of corporate CSR communication helped reduce consumer skepticism and distrust while increasing the perceived authenticity of its CSR messages.

“So, to reduce customer skepticism, what are the best ways for a company to communicate its CSR?” Lim added. “That was the main focus of this study.”

After a pilot study, the scholars used Page Center funding to conduct a national survey with randomly selected U.S. consumers. They used the U.S. Census to ensure the 501 participants in the survey were representative.

“We provided survey participants a list of companies we carefully selected and asked them to pick one,” Jiang said. “They chose companies they felt most comfortable answering questions about what they felt and evaluated from their communication experience through interactive digital media including social media.”

The scholars used the survey results to identify three principles that match each dimension of CSR communication authenticity. Principles that companies can focus on to authentically promote their CSR efforts:

Uphold sincerity – genuineness

“Walking the walk,” while not surprising, is essential. A company’s buy-in to the cause is a vital piece to delivering authentic CSR communication to consumers.

“Companies should uphold the sincerity in communicating about what they have been doing in terms of its CSR initiatives,” Jiang said. “If they say they are taking a stand, they must be taking a real stand…and be committed to that stand.”

Stand for real – reflections of the company’s real identity

Companies should also keep their brand identity in mind. While the cause does not have to be directly related to a company, it should make sense. The scholars say there needs to be a fit between the company and the sponsored cause.

“For example, if a company promotes a cause that does not fit its organizational identity,” Lim said, its message may appear opportunistic. Then consumer skepticism can emerge.”

Deliver on commitments – consistent words and actions over time

Echoing “walk the walk,” companies must follow through and commit to long-term advocacy. Hand-picking CSR initiatives and not putting in the effort to reach their goals will only invoke more skepticism and less trust among consumers.

This research was funded by a 2017 Page/Johnson Legacy Scholar Grant from a call for proposals on digital media research