Carol Adams

Carol Adams

Carol Adams is a professor of accounting at Durham University, an advisor on corporate reporting and integrating sustainability into organisational practices and a non-executive director.

A key challenge in communicating an organisations’ corporate social responsibility initiatives is making those initiatives sound like they matter to the organisation. That requires an understanding that they do in fact matter and that they are more than just a nice to have.

All too often social, community and environmental initiatives are written up as case studies, as positive things to do with a smattering of public relations fluff thrown in to emphasise how good the company is to do them. Not very convincing, and...