A recent headline, “JCPenney Releases 2013 Sustainability Report,” reads like the punch line to a bad joke. Apparently the struggling department store company, which is closing 33 underperforming stores and incurred a net loss of nearly $500 million in its last reported quarter, felt it was important to promote a report detailing its sustainability activities. What JCPenney probably intended as a reassuring message about the company came off more like an effort to distract people from the realities of its fundamental business problems.
Great Brands Never Have to “Give Back”
If you’re using CSR to offset damage your company does, you’re doing it wrong.
February 06, 2014