Are companies giving back to society or seeking publicity through corporate social responsibility?

In my previous articles for The Weekly Capital, I explored a range of topics related to branding, marketing, media, and banking, including The Misconceptions About Branding, The Basics of Successful Branding, Why Brands Matter, Can Anything Be Branded?, How to Choose the Right Logo for Your Business, Amplifying Brands Through the Right Brand Ambassador, The Hospitality Culture of Ethiopia and Its Potential for Business Success, The Power of Personal Branding in Driving Success, Ethiopia’s Digital Banking Revolution and South Africa’s ATM Decline, The Impact of Mergers and Acquisitions on Ethiopia’s Banking Sector, and Rethinking Advertising Ethics in Ethiopia. Building on this discussion of business ethics, this article examines an important question: Are Companies Giving Back to Society or Seeking Publicity Through Corporate Social Responsibility?

In Ethiopia, helping one another has always been part of our social fabric. During difficult times, people stand together. During holidays, neighbor’s share food and support one another. Communities care for the elderly, people with disabilities, and those facing economic hardship. This culture of solidarity existed long before the modern concept of Corporate Social Responsibility (CSR) entered the business world. In recent years, many companies in Ethiopia have introduced what they call Corporate Social Responsibility programs. During major holidays, it is common to see businesses distributing food items such as rice, cooking oil, and other basic necessities to people in need. These efforts often come from good intentions and can provide temporary relief to those facing hardship. However, the way CSR is understood and practiced in Ethiopia deserves closer attention.

A company does not operate in isolation. It exists and grows within a society. The employees who produce goods and services come from the community. The roads they travel on, the schools they attended, the electricity they use, and the communication systems that support business activities are all products of public investment and national resources. Businesses benefit from society in many ways. They rely on human capital, public infrastructure, and a legal system that protects their operations. For this reason, CSR should not be viewed as a favor given to society. It is a responsibility. It is an obligation for companies to give back to the communities that contribute to their success. When companies support vulnerable groups, they should do so with care and respect. Many of the people receiving assistance have contributed to their country and communities throughout their lives. Some are elderly citizens who worked hard for decades. Others are people living with disabilities or individuals who have faced difficult circumstances beyond their control. Their dignity deserves protection.

Unfortunately, some CSR activities are presented in ways that undermine that dignity. Television programs and social media platforms sometimes show poor and elderly individuals receiving support while cameras focus on their living conditions and personal hardships. In some cases, people are filmed in highly vulnerable situations while company representatives highlight the support provided and repeatedly mention the company name. Such practices raise important ethical concerns. Helping people should never become a publicity exercise. Corporate Social Responsibility is fundamentally different from advertising. Advertising promotes products and services. CSR is intended to contribute to social wellbeing and create positive change. When these two purposes are mixed without proper care, the real meaning of CSR can be lost. Communication about CSR should follow clear ethical standards. First, the dignity and privacy of beneficiaries should always be respected. Images and stories should never place people in humiliating situations. Second, individuals should provide informed consent before their images or personal stories are shared through any media platform. Third, communication should focus more on the social issue being addressed than on the company itself. The purpose of sharing CSR activities should be to encourage collective responsibility rather than celebrate corporate generosity. When communicated properly, CSR can inspire other institutions and individuals to contribute to solving social challenges. It can also raise awareness about issues such as poverty, disability, education, healthcare, and environmental protection.

CSR should also go beyond short term charity. Providing food during holidays may help families for a few days, but it does not always address the root causes of social problems. Responsible companies should focus on long term impact rather than short term visibility. Supporting education, building schools, strengthening health services, protecting the environment, and creating opportunities for youth employment are examples of initiatives that can bring lasting benefits to society.

Many countries have already moved in this direction. In some places, companies are required to allocate part of their profits to social development programs. Across Africa, businesses have contributed to building schools, health centers, water facilities, and vocational training institutions. These investments help communities become stronger and more self-reliant. Ethiopia has also witnessed encouraging examples. Some companies actively support education, healthcare, environmental protection, and community development projects. These efforts deserve recognition and should continue to expand. What is important is to strengthen a culture of responsible and respectful Corporate Social Responsibility. Corporate leaders should understand that social responsibility is an important part of leadership. It reflects the values of an organization and its commitment to the society in which it operates. A company that respects the dignity of people earns lasting trust from society, and that trust is far more valuable than temporary publicity.

Corporate Social Responsibility should therefore be guided by three principles: responsibility to the society that supports the business, respect for the dignity of every human being, and commitment to long term development rather than short term publicity.

If these principles are respected, Corporate Social Responsibility can become a meaningful bridge between business and society. It can strengthen the relationship between companies and the communities around them while contributing to sustainable development. Most importantly, it can preserve the dignity of those being supported and uphold the values of compassion and solidarity that have long been part of Ethiopian society.