Corporate Social Responsibility, Volunteerism, and Social Identity: A Case Study of Cotopaxi

Abstract

Forward-thinking companies are interested in promoting Corporate Social Responsibility (CSR) while remaining profitable. Some critics have raised concerns regarding the motivations of companies that engage in CSR, suggesting that inauthentic efforts are little more than “green-washing.” However, when efforts are integrated into the core values of a company, it is likely that CSR can result in important benefits for companies and communities. In this study, we present a case study of Cotopaxi, an outdoor products company located in Salt Lake City, UT. During the early spring and summer of 2016, Cotopaxi developed a computer coding and filmmaking workshop for refugee youth to assist them in learning marketable skills for future employment. During the course of the workshop, the authors volunteered with individuals from Cotopaxi, Adobe, Goldman Sachs, and local universities to assist in the workshop. We interviewed volunteers to determine what motivated them to participate. By analyzing the interviews, we identified three specific volunteer types: Experienced Volunteers, Kindred Spirit Volunteers, and Emerging Volunteers. We suggest that by understanding these volunteer types, organizations can leverage overlapping values between volunteers and the organization to create more authentic CSR efforts.

Citation

Wood, R., Berger, J. and Roberts, J. (2017), "Corporate Social Responsibility, Volunteerism, and Social Identity: A Case Study of Cotopaxi", Pompper, D. (Ed.) Corporate Social Responsibility, Sustainability, and Ethical Public Relations (The Changing Context of Managing People), Emerald Publishing Limited, Leeds, pp. 123-142. https://doi.org/10.1108/978-1-78714-585-620181005