CSR in Brazil : The impact of culture and values

Abstract: CSR, Corporate Social Responsibility, is growingly being adopted in Brazilian companies and other organizations. The literature about the phenomenon suggests that in Brazil, like in many developing countries, the nature of CSR is strongly based on philanthropic culture for historical, political, and social reasons. Another explanation is the weak institutional framework, practically forcing non-governmental actors such as the private sector to take responsibility over social issues. This study aims to explore and analyze the values and culture behind CSR decisions and practices in Brazil. The method used is qualitative, a descriptive content analysis, interpreting the GIFE Census 2014 with Hofstede’s cultural dimensions, and the World Values Survey 2014 of Brazil. The study findings show a strong tradition of collectivism, hierarchies, and power distance, the claimed institutional weakness, but also some cross-sectoral alignment of CSR practices. In CSR decisions, companies and corporate organizations seem economically more effective, but socially less inclusive. Individual and community organizations, and quite extensively also family organizations practice larger stakeholder inclusion, yet are more bureaucratic in their operations. Stakeholder participation could be described partly superficial and quite philanthropic, seen in the nature of social investments and activities. Values and culture can be combined to the decisions and practices of all management formats, but probably for different reasons. International influence is visible through the presence of MNCs, but also as a part of individual and community organizations through stakeholder activism and investments.