The Wall Street Journal: Corporate Social Responsibility Is for Marshmallows


Companies like GE are mastering the art of turning corporate responsibility into a “sustainable” market advantange.

The Wall Street Journal tried to tell that story this morning, but the Tim Horton’s ad it featured in the article communicated a much “softer” message.

Mmmmmmm, hot coffee and marshmallows.  

Congrats to Toronto’s Ethos for scoring the article. (Plus it sounds like you have some terrific CSR initiatives.) But the folksy image The WSJ chose only served to reinforce old-fashioned impressions about what corporate responsibility is all about.