Corporate Social Responsibility (CSR): who’s feedback will guide O2?

I now know that O2 recently built a gym for its German employees – which is nice – thanks to this one minute summary of their Corporate Social Responsibility (CSR) report. It’s not that I’m so sad I spend spare minutes in the run up to Christmas reading PLCs’ CSR reports. I was the recipient of a viral e-mail from a friend with no interest at all in CSR or O2, saying I must offer them some feedback. And not because he reckons my feedback will be interesting and insightful: O2 give £10 to the Disasters Emergency Committee or Rainforest Concern for each feedback form completed. And as if that wasn’t enough three lucky recipients receive a copy of The Lonely Planet Travel Book – a journey through every country in the World.You can do your bit for your charity of choice here.

All of which makes for a misconceived mechanism by which to promote a CSR report. A great proportion of O2’s feedback (perhaps most) will be made up by people who just want to do a little bit for charity. Few of whom won’t even have bothered with the one minute summary (which is more than a little puffy); they’ll just make it all up. The viral e-mail seems to have started from here.
Contact Stephen Newton

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