Brands supporting socio-political movements must embrace ‘political corporate social responsibility (or PCSR), according to Bree Hurst from the Queensland University of Technology Business School. Since corporations taking a stand on social issues is a relatively new phenomenon, this new form of corporate responsibility arises out of a wider paradigm shift in thinking about the responsibility businesses owe society. The purpose of PCSR is to address regulatory gaps and position companies in an ‘active’ social role. Namely, building upon corporate social responsibility to engage with suppliers, customers and local communities. This is a change from the traditional approach, whereby big companies would normally stay out of the socio-political realm. However, with PCSR, getting involved has now become a form of socio-political leadership.

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