In the New World, CSR Will Be the New Normal
The Guardian has long been one of my go-to resources for keeping up with recent developments in communication, particularly in media and public relations, both from a broader perspective and on a global scale.
It was back in 2018 that I first came across a story that has stayed with me. The article was about Bell Pottinger and a campaign the agency secretly ran, fuelling racial tension on behalf of its billionaire clients in South Africa.
That report reminded me, once again, that transparency must be the number one priority if I was to pursue a career in communication and work as a public relations professional.
Seven years have passed since then. I was laid off, worked as a freelancer, and eventually founded my own brand. Yet the lesson from the Bell Pottinger case still resonates, and it is something I continue to share with young colleagues who wish to enter the profession.
From another perspective, the case was also powerful proof that public relations can be one of the most impactful tools available if there is shared intent to use it for the public good. Today, the same could be said for AI.
The “Death” of Responsibility?
While once again browsing articles and reports on communication, media, and PR, I came across a powerful headline by Austin Sarat, a political scientist writing in The Guardian:
“When even Ben & Jerry’s can’t speak out, it’s clear: the era of corporate responsibility is over.”
In the article, Sarat questions the future of CSR, drawing on the activism-driven tension between Ben & Jerry’s social mission board, including co-founder Jerry Greenfield, and Unilever. The conflict ultimately resulted in Greenfield’s resignation.
Pointing out that CSR has seemingly lost its function in the article, Sarat recalls how Harvard Business School frames the concept:
“(Business leaders) have a responsibility to do more than simply maximize profits for shareholders and executives. Rather, they have a social responsibility to do what’s best – not just for their companies, but for people, the planet, and society at large.”
All around us, from the US to Russia, from Japan to Türkiye, we are witnessing a surge in inequality and signs of social decay that we have been witnessing every day.
Despite the reality, younger generations in the US, where nearly one in eight people rely on food stamps, expect brands to take a strong stand.
What Gen Z and Millennials Say
Fresh data from Statista highlights this shifting dynamic: young consumers want brands to speak out.
A US-based survey conducted in June 2025 shows that:
51% of Gen Z and Millennials believe brands should take a stand on political and social issues. Disagreement rates are similar between the two groups: 32% (Gen Z) vs. 35% (Millennials).
Among Gen X, 31% support brands speaking out, while 52% do not.
For Baby Boomers, support drops to just 21%, with 61% in disagreement.
When it comes to the specific issues brands are expected to address, Free Speech ranks first (60%), Mental Health follows closely (59.3%), and Climate Change ranks third (57%).
So, despite what Austin Sarat argues, the data tells a different story. This brings me to a crucial question: Will CSR actually transform, and will the need for it become greater than ever before?
One of the key drivers of that need lies in the environmental cost of AI.
The Hidden Cost of Intelligence
Every year, data centres around the world consume approximately 560 billion litres of water. It expects to rise to 1,200 billion litres by 2030.
To put that into perspective: In July 2025, Istanbul hit a record, consuming nearly 111 billion litres of water. In simple terms, by 2030, the global annual water use by data centres alone will roughly equal the total annual water consumption of a megacity like Istanbul.
According to Bloomberg, two-thirds of all new data centres, built since 2022, are located in regions already suffering from high water stress. Of those, 73 centres are being developed in Türkiye.
These numbers strongly recall the Harvard Business School framing of CSR: We must do something more than simply maximise profits.
We must accept that these are terrifying developments. However, we must also view this as an opportunity. We know that such investments will not be cancelled simply due to environmental worries; the technology is here to stay.
While uncertainty is becoming the new normal, the traditional mindset for executives will no longer achieve strong results. It is obvious that everything will not change in one day, however, the resulting decrease in profits will be the key driver.
1% for the Planet is a great example of how responsibility drives consumer behaviour. 46% of US consumers say the “1% for the Planet” logo positively influences their purchasing decisions. Since 2002, the project has continued with increasing impact; every dollar given to the organisation unlocks $13 in on-the-ground impact across the globe.
This proves that intention plays a key role in driving change.
I am personally supporting this approach as much as I can. That is why I have bought a raincoat and backpack from Patagonia despite the unavailability of tax-free option, due to their support to the environment.
From Choice to Obligation
Back in the 18th century, faith-based institutions refused to invest in industries like tobacco, alcohol, the slave trade, and war-related activities because these violated their values. That is what the Association of Corporate Citizenship Professionals discovered when tracing the roots of CSR.
Since then, CSR has largely been viewed as a choice; a “nice-to-have” rather than an obligation.
That is now changing. The 21st century might just be the era when CSR evolves into an absolute must.
Why? Because nature does not negotiate. It simply reacts.
But the pressure is not just coming from the planet; it is coming from the people as well.
Accenture’s Life Trends 2025 report reveals that consumers are tired of “performative” activism, in another words empty talk without action. They demand tangible help. In fact, over 60% of consumers say that if a brand stays silent on societal issues, they assume it is hiding something.
Deloitte Marketing Trends 2025 adds another layer: while consumers are trading down on price due to economic constraints, they remain more loyal to brands that show they “understand” their personal struggles.
After we left the Age of Monsters behind, CSR is no longer just an option for brands; it will be the new normal.