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This chapter examines common managerial practices inspired by local values and ethics within Algerian companies, with a focus on managerial discretion surrounding corporate social responsibility (CSR) initiatives. The complexity of human, economic and institutional development realities within the Algerian context makes it a uniquely intriguing subject, yet little attention has been attributed to studying the manifestation of local values through CSR practices in this environment. The chapter presents a qualitative case study of six companies operating in Algeria, and coins CSR discretion as a local concept that reflects undertaking CSR actions while purposely not communicating over it. The influence of local values and ethics are most visible through (a) CSR initiatives powered by personal responsibility, (b) CSR discretion to preserve the value of one’s actions, referred to as the ‘neya’, and (c) the common forces that shape individual values which then manifest through management practices.

By the end of this chapter, you should be able to demonstrate an understanding of:

A dualistic approach to femininity and masculinity as determining a demographic profile that is progressively outdated.

Prescribed gendered characteristics and roles that have evolved over recent centuries.

Technological platforms that have enabled voicing of non-conforming identities and supported the challenging of patriarchal societal constructs.

Marketing’s provision of social commentary on gender and sexuality and its potential to advance societal integration of diverse identities to reflect sexuo-gendered discourse.

The chapter begins the analysis by showing how the wider concept of ethical behaviour in organisations can be considered as the starting point to interpret the rise of environmental concerns in business operations as well as of greenwashing, primarily seen as a form of business misconduct. The focus on corporate environmentalism, intended as the deliberate process by which companies assimilate environmental concerns into their decision-making, provides the proper background to examine the birth of the concept of greenwashing. The discussion about ever-growing ethical issues, such as the conflict between private gain and public good, the tension between moral principles and profits, intertwines with the discourse on corporate sustainability and corporate social responsibility. Specifically, a distinction is made between mandatory and voluntary CSR disclosures, with the aim of elucidating further reasons behind greenwashing temptations. Lastly, the chapter concludes with the discussion of deceptive communication activities of companies that are described as different forms of identity-washing.

By the end of this chapter, you should be able to demonstrate an understanding of:

The concept of brand purpose and ‘woke’ brand campaigns.

The theoretical underpinning of brand purpose.

Generation Z response to brand purpose and woke branding campaigns.