JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Importance of Generational Corporate Social Responsibility Perspective:
A Literature Review
Author(s): Megan Fixen
Citation: Megan Fixen, (2020) "Importance of Generational Corporate Social Responsibility Perspective: A Literature Review," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 1, pp. 83-90
Aricle Type: Research paper
Publisher: North American Business Press
The corporate social responsibility concept (CSR) is attracting attention in the business environment. This paper includes a review of CSR and the importance of understanding generational perspective of CSR. Evidence suggests that integrating CSR into business strategy has an impact on a company’s ability to attract and retain consumers. Literature revealed that implementing CSR initiatives results in benefits including building a favorable reputation and consumer loyalty. As a result, implementing CSR initiatives tailored to generational preferences might increase the ability of a business to realize the benefits previously listed. Therefore, understanding the perspectives of a specific generational market is meaningful.