Storytelling and corporate social responsibility reporting: a case study commentary on UK food retailers

Jones, Peter ORCID: 0000-0002-9566-9393 and Comfort, Daphne (2019) Storytelling and corporate social responsibility reporting: a case study commentary on UK food retailers. Journal of Public Affairs, 19 (4). e1834. doi:10.1002/pa.1834

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Stories, in one form or another, are probably as old as the human race, but in recent years, businesses have increasingly come to recognise the importance of storytelling. The aim of this paper is to offer an exploratory commentary on how storytelling is employed in the corporate social responsibility reporting process by the leading UK food retailers. The paper begins with an outline of the characteristics of storytelling within the corporate world, reviews the ways storytelling is employed by the UK’s top ten food retailers’ as part of their corporate social responsibility reporting processes. The paper identifies a number of storytelling formats, including photographs and images, video clips, messages and cameo case studies, used by the selected UK food retailers, and offers some reflections on their current approaches to storytelling. While the stories employed by the selected retailers often have a strong human impact and can strike emotive chords, the authors would argue that stories can, at least partly, be misleading in that they do not necessarily fully reflect a retailer’s corporate social responsibility record.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Stories; Storytelling; Corporate social responsibility; UK food retailers.
Subjects: H Social Sciences > HF Commerce > HF5001 Business
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 04 Jun 2018 15:21
Last Modified: 03 Aug 2023 09:33

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