COVID-19 and its effect on CSR
Author
Burgdorf, Rasmus Kelman
Term
4. term
Publication year
2021
Abstract
Dette speciale undersøger om og hvordan COVID-19 har påvirket corporate social responsibility (CSR), samt om virksomhedsstørrelse er relevant for CSR-indsatsen under pandemien. Gennem en litteraturgennemgang af CSR, organisationer i kriser og krisekommunikation samt fem interviews (tre med CSR-eksperter og to med repræsentanter fra henholdsvis en stor virksomhed og en SMV) belyses udviklingen. Resultaterne peger på, at CSR blev påvirket særligt i de første 3–4 måneder, hvor mange organisationer prioriterede overlevelse og kortsigtede behov. CSR-aktiviteter med fokus på bæredygtighed/klima blev dog mindre påvirket end andre indsatser, og gennemsigtig kommunikation var central for at skabe stærkere relationer til forbrugere og offentlighed under krisen. Størrelse viste sig mindre afgørende end branche og graden af COVID-19-restriktioner, som påvirkede om virksomheder fokuserede på overlevelse. Specialet bidrager med et perspektiv, der vægter branche frem for størrelse, og omsætter indsigterne til anbefalinger for organisationers arbejde med CSR under COVID-19.
This thesis examines whether and how COVID-19 affected corporate social responsibility (CSR) and whether organizational size matters for CSR engagement during the pandemic. It combines a literature review on CSR, organizations in crisis, and crisis communication with five interviews: three CSR experts and two representatives from a large company and a small and medium-sized enterprise (SME). Findings indicate that CSR was notably impacted in the first 3–4 months, when many organizations prioritized survival and short-term needs. Sustainability/climate-oriented CSR activities were less affected than other efforts, and transparent communication proved vital for strengthening ties with consumers and the public during the crisis. Organizational size was less decisive than industry and the degree of COVID-19 restrictions, which shaped whether firms focused on survival. The thesis offers a perspective that emphasizes industry over size and translates the insights into practical recommendations for how organizations can engage with CSR during COVID-19.
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