Say what you will, but it was a means to an end. When people question the motives behind corporate social responsibility, my response is “So?”

If Apple, for example, wants to “buy” support by donating to a non-profit, let them. The recipients of those donations (the hungry, the sick, etc.) are not going to care about the political motivation for the corporation’s goodwill.

In addition, in order for any such campaign to work, it has to have some level of sincerity. People will be able to see right through any attempts to use corporate responsibility to cover up acts of corporate irresponsibility.

The drowning man does not question the motivation of his savior, he simply grasps the helping hand. In the end, everyone, whether corporation or individual, has a reason for any acts of goodwill, whether they be financial or emotional.

It’s fine to question motivation, but I’ll start by just being thankful that corporate social responsibility is in vogue. Let’s just work to make sure it’s not a passing fad.

I think that before a company decides to engage in Cause Marketing, they need to take a step back and clearly define their mission to ensure that whatever activities they engage in are aligned with their core identity, and their overall brand position. As you pointed out, Jen, integration is the key lest it be perceived as a thinly veiled attempt to prey on consumer sensibilities around a specific cause.

Yellingbo Gold, an Australian olive oil company with a deep commitment to the environment and aid for relief programs, is an excellent example of a well integrated effort. Their mission to reduce the harmful effects on the environment is represented in every facet of their business right down to the product itself, which is packaged using a 100% recyclable cask that greatly reduces their carbon footprint, as well as of those who purchase and use it. They also donate a percentage of their sales to a fund that they set up for orphans of the Tsunami as Jeremy is a survivor of the Boxing Day Tsunami in India.

So, rather than tossing money at an arbitrary cause or loosely tying a random charity into their product development or sales efforts, Yellingbo embodies their charitable activities as an inherent part of their business, making the for-profit aspect of it merely a vehicle through which they can re-allocate back into their causes to create even greater change. As Peter said, what matters most is not so much the profit but how it’s made and what it’s used for.

I look forward to continued discussions as this series continues, and will be featuring Jeremy’s story in an upcoming post as a blueprint for conscious entrepreneurs who wish to create a thriving, socially responsible company.