As the global community confronts increasing economic, social, and environmental challenges, the corporate social responsibility (CSR) movement has demonstrated a powerful capacity to offer itself up as a solution, circulating new ethical regimes of accountability and sustainability in business. This article introduces five contributions that explore ethnographically the meanings, practices, and impact of corporate social and environmental responsibility across a range of transnational corporations and geographical locations (India, South Africa, the UK, Chile, and the Democratic Republic of the Congo). In each of these contexts corporations are performing ethics in different ways and to different ends, from the mundane to the ritualistic and from the discursive to the material, drawing a range of actors, interests, and agendas into the moral fold of CSR. Yet across these diverse sites a set of common tensions in the practice and discourse of CSR emerge, as the supposedly “win-win” marriage between the social and the technical, the market and morality, and the natural and the cultural becomes routinized in global management practice. By tracing the connections and conflicts between the local micropolitics of corporate engagement and the global movements of CSR, the collection reveals the ambiguous and shifting nature of CSR and the ways in which social and environmental relations are transformed through the regime of ethical capitalism.
Ethnographies of corporate ethicizing
Catherine Dolan and Dinah Rajak
The making of South Africa's Avon entrepreneurs
Catherine Dolan and Mary Johnstone-Louis
The bottom-of-the-pyramid (BOP) approach is championed as a way to deliver both corporate profits and poverty reduction. This article explores how “the poor” are repurposed as the instruments of ethical capitalism through the archetypal BOP model—Avon Cosmetics. A harbinger of “compassionate capitalism,” Avon has long stylized its entrepreneurial opportunity as a channel to a transcendent realm of self-actualization and social transformation. The company pursues this vision through a set of discourses and calculative practices that aim to produce industrious, self-disciplined, and empowered “entrepreneurs.” However, while BOP systems like Avon may provide a viable income stream for “poor” women, the practices through which women are “converted” into enterprising subjects can confound their intended “empowerment” effects. The article suggests that while targeting the “bottom of the pyramid” may elide the distinction between the maximization of profit and the imperatives of sustainable development, devolving corporate social responsibility (CSR) to the “entrepreneurial poor” raises questions about the implications of “making poverty business.”