Acquiring CSR practices: from deception to authenticity

Purpose - This paper seeks to focus on CSR manifested regarding two points, namely CSR insincerity and authenticity from the point of view of pragmatist and care ethics principles. Its purpose is to evaluate critically the genuineness of the early stages in acquiring CSR practices, and to advance the notion of authenticity in its mature development stage. The analyses seek to show an imbalance between the so‐called feminine and masculine principles in the professional business arena, which prevents an authentic CSR business approach taking place. Design/methodology/approach - The authors approach the topic from various concepts and criteria of moral correctness regarding CSR, and crucial change points in the transient process from insincere to authentic CSR. Findings - The paper identifies some elements of insincere CSR in every company in its early stages of acquiring CSR practices, especially in the early stages of the development of the business culture, and also during the maturing process. Research limitations/implications - The paper demonstrates the excessive significance of the rapid development of CSR sensibility in society and in the business community because, in such situations, knowledge of all affected parties prevents business subjects from misdirection and forces them to choose between lying and telling the truth. Practical implications - The paper demonstrates a business‐based rationale for the adoption of mature, non‐deceptive CSR practices, since the overall situation in the business community and in society becomes clearer regarding criteria. Originality/value - An authentic approach to business by companies as legal persons in the light of pragmatist and care ethics principles for CSR enables them to identify themselves very precisely and transparently.