The moral trap of CSR (Corporate Social Responsibility): How communicating on CSR can seriously damage your reputation (and 7 ways to avoid it)

9. +7
-52
-60
-50
-40
-30
-20
-10
0
10
Coverage tonality
Economic CSR
●
●

10. 25%
40%
75%
60%
0%
20%
40%
60%
80%
100%
120%
Pre-crisis (n=304) Crisis (n=772)
Share of social coverage
Social coverage Economic coverage

11. -42 -69
-80
-70
-60
-50
-40
-30
-20
-10
0
Coverage tonality
Economic CSR
●
●

16. •
•

17. •
•
•

25. •
•
•
•

31. •
•

37. •
•

40. •
•

41. •
•