La RSE : mentir donne de si bons résultats
DOI:
https://doi.org/10.14428/rcompro.vi2.413Keywords:
responsabilité sociale des entreprises, mensonge, image institutionnelleAbstract
À partir de l’analyse de dizaines d’exemples d’engagement d’entreprises internationales ou canadiennes en matière de responsabilité sociale, nous avons fait les constats suivants : (1) les politiques de RSE ne sont trop souvent que l’expression de vœux pieux; (2) elles ne sont assujetties à aucune obligation d’applications concrètes ; (3) elles peuvent être démenties par des pratiques contraires à la politique ; (4) elles sont rentables car le public croit davantage l’expression de générosité que les mensonges qui les entourent. Dès lors, les entreprises ne se gênent aucunement pour projeter d’elles-mêmes une image d’entreprise responsable tout en ayant des pratiques condamnables, car en général la sanction de l’opinion publique n’est pas au rendez-vous. L’exemple des Prix Pinocchio en France en témoigne.
Having analysed dozens of examples of the commitment of international and Canadian businesses in the area of social responsibility, we arrive at the following observations: (1) CSR policies are all too often merely a matter of lip service; (2) they do not involve any obligation to apply concrete measures; (3) they may be contradicted by practices that are contrary to the policy; (4) they are profitable because public belief is more strongly influenced by the expression of generosity than by the fact of the lies surrounding them. As a result, businesses do not hesitate to project the image of a responsible enterprise while engaging in reprehensible practices, because in general public opinion does not cast blame upon them for doing so. The example of the Pinocchio Awards in France is a reflection of this.
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