The Caring Face of Business? The Discursive Construction of the New Zealand Businesses for Social Responsibility (NZ BSR) Organisation.

Abstract

In 2008 the use of the term Business Social Responsibility (BSR) is now seen, in New Zealand at least, as being old fashioned. The field of BSR has been overwhelmed by the terminology of sustainability. In 1998, however, BSR in NZ was a new, exciting, and controversial development. The progression from BSR to sustainability is often presented as natural and inevitable but this thesis argues that BSR and sustainability in New Zealand arose from different roots and most of the key people who became involved in the NZ BSR organisation did so for reasons that were substantially different from the driving rationale of sustainability. Further, not all of those NZ BSR pioneers consider the current focus on sustainability to be a natural outgrowth of what they were trying to achieve through BSR. This thesis applies critical discourse analysis to interview transcripts and archived documents to examine the competing discourses surrounding the formation of the NZ BSR organisation in New Zealand up until the time of its merger to form the Sustainable Business Network. The NZ BSR organisation was seen by some as primarily a reaction to the prevailing hegemony of the ideas of the neo-liberal New Zealand Business Round Table (NZBRT). The NZ BSR philosophy did not necessarily challenge the neo-liberal inspired reforms of the previous fourteen years but did offer an alternative way for businesses to react to the new environment they found themselves in.