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Who cares about organizational purpose and corporate social responsibility, and how can organizations adapt? A hypermodern perspective

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  • Dhanesh, Ganga S.

Abstract

Organizations are becoming increasingly mindful of their purpose, clarifying their raison d’etre and fulfilling their economic, social, governance, ethical, and environmental responsibilities. One of the drivers for this behavior is stakeholders’ interest in purpose-driven organizations committed to creating positive value in society. However, less is known about these stakeholders: who they are, why they care, and how organizations can adapt in response. In this article, I use the theoretical framework of hypermodernity to propose that a specific type of stakeholders, identified as hypermodern individuals, may care about purpose-led, responsible organizations. This article highlights five characteristics of these individuals that may explain why they care, including their desire to contribute to a humane and caring world and their love for experiential consumption. Furthermore, I offer recommendations for managers on how to create actionable strategies to implement and communicate purpose and corporate social responsibility to this stakeholder group.

Suggested Citation

  • Dhanesh, Ganga S., 2020. "Who cares about organizational purpose and corporate social responsibility, and how can organizations adapt? A hypermodern perspective," Business Horizons, Elsevier, vol. 63(4), pages 585-594.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:4:p:585-594
    DOI: 10.1016/j.bushor.2020.03.011
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    References listed on IDEAS

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    Cited by:

    1. Michael G. Pratt & Luke N. Hedden, 2023. "Accounts and Accountability: On Organizational Purpose, Organizational Identity, and Meaningful Work," Strategy Science, INFORMS, vol. 8(2), pages 182-192, June.
    2. Nazari, Mohsen, 2022. "The journey from Corporate Social Responsibility to Corporate Social Innovation: The Whys and the Hows," Technium Business and Management, Technium Science, vol. 2(2), pages 27-39.
    3. Philipp Schreck & Nils Kruse & Gonzalo Conti, 2026. "The Role of Organizational Motives in the Formation of Moral Legitimacy Judgments," Business Ethics, the Environment & Responsibility, John Wiley & Sons, Ltd., vol. 35(1), pages 541-551, January.
    4. Dhanesh, Ganga S., 2025. "Communicating corporate social advocacy (CSA) in polarized times: A Stoic turn from dancing to wrestling," Business Horizons, Elsevier, vol. 68(5), pages 613-625.
    5. Wanjing Jiang & Yao Song, 2022. "Mobile Shopping during COVID-19: The Effect of Hedonic Experience on Brand Conspicuousness, Brand Identity and Associated Behavior," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    6. Sheehan, Norman T. & Vaidyanathan, Ganesh & Fox, Kenneth A. & Klassen, Mark, 2023. "Making the invisible, visible: Overcoming barriers to ESG performance with an ESG mindset," Business Horizons, Elsevier, vol. 66(2), pages 265-276.
    7. Dayana Jimenez & Isabel B. Franco & Tahlia Smith, 2021. "A Review of Corporate Purpose: An Approach to Actioning the Sustainable Development Goals (SDGs)," Sustainability, MDPI, vol. 13(7), pages 1-21, April.

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