Corporate Social Responsibility and Toxic Humanitarianism

As a public relations major, I’m sure I view the world a little differently than my classmates in anthropology. I haven’t had the technical training, the ethics classes, or the field work that prospective anthropologists go through during their undergraduate years, but I’ve come to understand so much more about the impact of public relations in the world of humanitarianism through my anthropology coursework. As a public relations major, I’m taught how to communicate with people, build relationships, and advise employers on the best course of action. While this is a valuable skill that can do great good for the world and for organizations, it’s important to be aware of the potentially negative impacts of public relations efforts.

Image courtesy of WVXU Cincinnati

The idea of corporate social responsibility is one that has taken off in the world of public relations over the past decade. With more companies being thrust into the spotlight for labor violations, sweatshops, and other scandals (take Nike’s scandal with sweatshops in Asia), the idea that companies themselves need to be responsible members of the global community has been championed by interest groups, citizens and public relations practitioners alike. While companies should behave ethically and give back to communities, venturing into the realm of humanitarianism should be carefully thought-out with a solid understanding of how intervening in conflict-ridden or impoverished areas will impact local economies. 

Image courtesy of Toms

Too often, well-meaning companies and individuals, acting on advice from public relations staff, marketing departments or boards of directors, begin large-scale “humanitarian” programs that end up destroying local economies. Take Toms shoes for example; while the mission of the company is well-intentioned, in many economically depressed areas, giving shoes away only serves to further disintegrate the local economy, putting the entire supply chain out of business- from shoe cobblers and textile makers to the raw materials distributors. Fledgling economies and markets need support from global companies instead of competition. During times of crisis, it’s easy to view refugees and displaced people as victims and not active agents capable of controlling their own humanitarian relief. Companies who truly wish to be involved in the sphere of humanitarianism should first begin by supporting and understanding refugees and those in crisis. 

Sources:

Kumar, Raj

   2015. 3 ways we should rethink humanitarian aid. World Economic Forum.    https://www.weforum.org/agenda/2015/08/3-ways-we-should-rethink-humanitarian-aid/