What is not csr: extremes of csr perception in the world of business and strategic view on it in the era of conscious capitalism

Extremes of Corporate Social Responsibility (CSR) perception are evident in the business world today. Business leaders and other stakeholders can’t understand what in particular, how and for what purpose they should practice CSR and they often narrow it down to different business activities that do not have any connection with sustainable development of business. By opposing it to philanthropy and charity; to practice of social investments; to marketing activities and PR; tothe concept of shared value, one would find out that CSR is not something evident; it is more aboutsustainable business model creation. Even if the company is following the rules and requirements, paying taxes on time and demonstrating an annual social report, it doesn’t necessarily mean that this company is a socially responsible one. This paper tests the hypothesis that in the era of consciouscapitalism CSR is to be more complex and strategic. The evidence collected from real business stories supported this hypothesis. This suggests that there is a managerial, complex and strategic definition ofCSR that does ensure business to become more sustainable in the era of conscious capitalism.