In 2008, companies will abandon their much-hyped reliance on those Corporate Social Responsibility initiatives that seem focused more on getting social and political activists off their backs or drawing in customers than on doing any real good.
Watch in 2008 for those corporations abandoning existing CSR programs to outnumber those who introduce new ones. In an age when consumers factor in authenticity as a primary concern in the purchase of most any good, service, or experience, CSR will be seen for the sham that it is. Consumers will increasingly flock to enterprises that offer transformational change as the very substance of its offerings -- be it in the form of vocational tourism, personal interventions, or even narcithropic giving -- and reject initiatives that merely front as the means to sell more wares.
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