Transactional and Transformative Corporate Social Responsibility (CSR) Initiatives in the Philippine Education Sector: A Two-Case Study

Abstract

With the emergence of the Sustainable Development Goals (SDGs), businesses now incorporate societal development into their operations through Corporate Social Responsibility (CSR) initiatives. However, to prevent "SDG- washing" or superficial use of SDG language for marketing and public relations, it's essential to ensure genuine, relevant, and meaningful impact in addressing societal challenges. From a development communication perspective, CSR initiatives must create shared value for both the company and the communities involved. Yet, limited research exists on how community participation influences CSR outcomes.

This research explored two types of CSRs, transactional and transformational, to understand the nature, characteristics, and communication processes involved in the two approaches. Using thematic analysis, content analysis, and supporting data from a quantitative survey, the study identified distinct features of each. Transactional CSRs are mostly short-term, targeting business gains with minimal beneficiary involvement, while transformational CSRs are participatory, community- centric, and focused on long-term, sustainable impact aligned with the SDG agenda.

Overall, the study highlighted that community participation in CSR initiatives is associated with achieving meaningful and sustainable results in addressing educational challenges. This study contributed to development communication literature by offering actionable insights for CSR practitioners, policymakers, and players seeking to enhance the impact of education-related CSRs.