Five Trends: The Rise of Corporate Reputation and CSR

In the new global economy, corporations are being asked to play a more active role in addressing social problems that were once thought to be the exclusive responsibility of government and civil society. The concept of corporate social responsibility (CSR)1 has gained currency and acceptance - among the public and within the business community itself - as the appropriate response to society's rising expectations for and demands upon the corporation. Corporations are no longer evaluated in terms of financial performance alone, but increasingly on the basis of a new "triple bottom line" of financial, social and environmental performance. In this new business environment, a company's reputation has become one of its most valuable assets, and CSR has become one of the key components of corporate reputation.

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