Creative Partnerships: The Future for Corporate Social Responsibility?

Making a difference these days may mean more than writing a philanthropic cheque. The rules for corporate social responsibility (CSR) are being rewritten as big businesses look to using their core capabilities to address major social issues. Globally recognised names – including adidas, Danone and Intel – are already involved, thanks to keen urging from Grameen Bank founder Muhammad Yunus. Clearly, this latest model for social business is doing good. But, does it hold the potential for corporations to "greenwash" as they tick the CSR box? And, is that okay?