Brazil: CSR Under Construction

The discourse of social responsibility invades and becomes institutionalized in contemporary society — and not only in Brazil — creating different forms and instruments through which the negative effects of modernity and capitalism can be minimized. One of these instruments legitimizes itself by its legal character — a group of laws, norms, and juridical means that regulate corporate responsibility. Within this perspective, the concept of social responsibility would be restricted to the concept of regulated responsibility. Thus, it can be observed that in the literature the innumerable “faces” presented as social responsibility, indicating a difference in terms of the concept: many meanings, interpretations, and possibilities. Since there is not much clarity, many actions can be classified as social ones. However, the truth is that they tend to be more regulated actions or another component of management. Briefly, this paper aims to identify and provide understanding to the discursive practices about social responsibility in Brazil. The idea was to analyze the institutionalized practices and how the discourse is configured in that country. In Brazil, one could observe the different approaches taken about the field of corporate social responsibility. During the 1960s, the attitude taken by Brazilian corporate entities was that “the problem didn't exist”; by the 1970s, there was a general acceptance that “the problem exists, but it is not mine”; by the 1980s the view changes to that of, “the problem exists, and I know how to solve it”… and today, with all the social problems in the country and pressures from various sources, Brazilian companies are concerned about the problem and how to solve it from its very source. In this sense, one can argue that Brazilian society is more participative and more pro-active about the subject of CSR than ever before. Presently, the configuration of corporate social responsibility in Brazil is changing as a result of the sustainability discourse, there are many critical positive aspects of CRS, especially those concerning social and philanthropic actions. The main argument is that taking a social action does not necessarily mean being socially responsible, since the action is simply philanthropic and does not produce sustainability. Finally, one can conclude that social responsibility in Brazil is a discourse that is under construction. Therefore, there is an opportunity to reflect and to learn more about it. Nowadays, social responsibility is shared among social actors and Brazilian civil society is more concerned about the need for sustainable development. Brazilians are more conscious of irresponsible social practices and would put pressure on the government, corporate entities, and individuals in order to produce sustainable development. In this sense, we concur with José Gabriel López, from Ford Foundation, who pointed out the need to develop new models for development that promote equity, social justice and sound environmental stewardship. It is a challenge for everyone, regardless of whether Brazilians or some other nationals.