Giving £200,000 to save endangered Arctic seals is now no longer enough. If companies are going to integrate Corporate Social Responsibility into their objectives, they need to do so with utter conviction and a dedication to doing it properly. They need to do it in line with their own business models and brand strategies.

CSR only works when it is built into the very fabric of an organisation and is actually weaved into a company’s ethos. It involves paying much more than mere lip service and involves a company actually becoming one with its stated CSR objectives. These objectives then become key components of its marketing strategy because the two can’t be divorced from one another.

We all can name…