LETTERS: The emergence of Covid-19 poses challenges to many corporations with regard to their corporate social responsibility (CSR) commitments. Malaysia is no exception. Our current social and economic system is too fragile, especially with how the outbreak has left some people far more vulnerable and with inadequate support.
There will be more families falling below the poverty line, more people in private sector at risk of being laid off and more people at risk of being terminated from their jobs. The coronavirus is pushing more people into poverty and this will lead to multiple kinds of inequality.
It is also true that this pandemic is a test for CSR programmes. Perhaps the most pressing question during this ongoing crisis is how corporations should navigate their CSR programmes. How should they invest more in CSR while creating benefits for the community is already an end in itself?
Amid the ongoing struggle where resources are limited and survival is under threat, it is heartening to see many corporations proactively engaged in CSR initiatives, mostly those that can offer immediate emergency assistance and respond to the battle against the pandemic.
We should celebrate the fact that some corporations are now performing their CSR activities by donating financial aid, medical and food supplies. These activities serve to enhance the social wellbeing of individuals, families, groups and communities who have limited access to basic needs and services.
Given the unprecedented situation, it is all about how corporations react swiftly to the issues and what innovative ideas they can apply. This will offer the most possible solutions to community problems.
This is what we call "smart generosity" as the pandemic has forced corporations to embrace agility, adaptability and innovation in their programmes to address urgent social issues and environmental challenges, wherein these actions have previously not been planned.
It is about how corporations are putting the needs of communities before their short-term profits. Looking on the bright side, the Covid-19 pandemic offers great opportunities for corporations to restart, rethink and revisit their current approach towards CSR for more meaningful impact on the communities' needs.
It is time for corporations to act and think differently, shifting towards more authentic and genuine CSR contributions. But sadly, cynical corporations will treat CSR as nothing but window dressing or "polishing agent" to deodorise their misconducts, to feel and look good through high-profile programmes.
Therein lies the rub. We should not allow this kind of corporate hypocrisy. If a corporation has donated some money to a particular event, it does not mean the corporation is genuinely doing it for the sake of the community. CSR should be genuine, not generous.
In the time of pandemic, corporations that regard CSR programmes as a rational investment and as part of their core business will lead to more genuine CSR activities. It seems that, as far as community needs are concerned, the more the merrier.
Corporations that aim for long-term impact by sacrificing their short-term profits will allow the communities to survive and thrive in the pandemic and its aftermath.
The way corporations react to the crisis and recognise the long-term balance between interest and the needs of the community will be remembered for decades to come. Now is the best time for CSR to shine.
DR FAZREENA MANSOR
Senior Lecturer, Faculty of Business and Management, UiTM Raub, Pahang
The views expressed in this article are the author's own and do not necessarily reflect those of the New Straits Times