CSR and True Devotion…

Here is a tough question: Is it really possible for a firm to show real devotion to a cause or social initiative? I mean real and authentic interest. Do you believe that this can be the case? Most of the companies that have implemented a CSR program claim that they are truly interested in solving or contributing to a social problem. They do not cite as their main reason for a CSR campaign the branding and marketing benefits that by all means seek. I personally believe that almost all the companies that are involved in a corporate social responsibility initiative and cause have as their prime goal branding and marketing benefits. However, in this pursuit for differentiation and advantage they can make a truly great impact in the society. I also hold the opinion that there might be a very small percentage of corporations that are devoted to a cause because of the cause itself and not for all the potential (marketing and branding) benefits that they may reap.