Communicating corporate social advocacy (CSA) in polarized times: A stoic turn from dancing to wrestling

Abstract

In an age of increasing stakeholder activism, seen in movements like Fridays for Future, MeToo, and Black Lives Matter, and demands from socially conscious consumers, companies are expanding their roles beyond corporate social responsibility (CSR) and publicly addressing contentious social and political issues through corporate social advocacy (CSA). However, as stakeholders become more divided along ideological and socio-political lines, CSA can often lead to backlash from polarized audiences, damaging the company’s reputation, relationships, and legitimacy. This raises the question of whether it is prudent for companies to engage in CSA in polarized times? Can companies endure potential repercussions such as consumer boycotts, disaffected employees, and irate politicians and investors? This paper critiques the limitations of current approaches to communicating corporate societal responsibilities and explores Stoicism, an ancient Hellenistic philosophy, as an alternative lens to answer these difficult questions. As an applied philosophy and practical ethics, Stoicism not only offers a philosophical rationale for CSA, but also offers actionable principles to deal with agitated, divergent voices in polarized times. This paper discusses four selected Stoic thoughts and offers practical advice for managers on whether and how to effectively engage in CSA in polarized times. Recommendations include aligning CSA efforts with corporate identity, prioritizing factors within the organization’s control, remaining flexible and adaptable when encountering obstacles, and adopting reflective practice.