CSR - Contribution Vs Greenwashing

I observe that there is a growing disconnect between the brands and their CSR activities. There are many well known brands in India that are into every social issue one can think of to gain cheap PR. This is not a welcome step and it can only whitewash or probably greenwash their brand names as customers don't see any connection.

In my company, Aspire Systems, we ensure that there is a connection that is easy to see between positive brand image and corporate philanthropy. We are in the outsourced product engineering services and hence 'Knowledge' is what we will be associated with. Our CSR wing called 'POLESTAR' solely focuses on imparting education, learning and development to marginalized kids and children of less-privileged schools in and around our workplaces. Our objective is to bring societal transformation through education and knowledge.

I believe that if organizations keep their commitment to do the right things, the consumers will continue to reward the brand through desired positive behaviours.