Inbrief

CSR managers will increasingly be driven by an internal ‘pull’ rather than an external ‘push’, according to a new study on the future of CSR communications. In Taking Shape, Radley Yeldar consultancy and Business in the Community argue that while CSR to date has been characterized by managers responding to ‘vocal external critics’, the growing acceptance of corporate responsibility in boardrooms means they will increasingly be responding to the demands of chief executives and senior management, forcing them to become ‘business-driven rather than stakeholder driven’.