Does transparency cut both ways?

• Posted by Christian Hicks
• On October 29, 2008


• Interests: Corporate Social Responsibility

Transparency is the new black. You can't be a good corporate citizen without it. Customers, NGOs, investors, they all expect it. And effective CSR communications depend on it.

Transparency is often couched in terms of responsibility. As in, a company that pulls back the curtain-showing how it ensures human rights in its supply chain or goes about eliminating toxic substances from its products-is doing the right thing. It's inviting scrutiny and criticism, offering itself up to be measured, likely prompting pressure to change a thing or two. In short, it's demonstrating a commitment to corporate social responsibility.

But for all the talk about corporate transparency, I haven't seen anything explicitly about what's expected of us-the consumers and investors and organizations for whom the transparency is intended.

What are our responsibilities in receiving this (often sensitive) information? Sharing it? Acting on it?

Or is it just assumed that we know what we're doing? Some, like watchdog groups, probably do. And government agencies, too. Their roles are pretty well defined. But the rest of us?

I don't mean to overcomplicate things. But if the premise of CSR communications is dialogue, then it would seem that the move towards greater transparency-a raising of the stakes for one side of the dialogue-ought to be accompanied by a concomitant gesture on the audience's part.

In other words, do we owe a company anything for being transparent? It could be as simple as being fair-minded or discreet in reviewing the information it's provided. Or perhaps offering up a constructive reaction or suggestion. Consenting to a deeper level of engagement.

But I think there's more to it that that. There's a whiff of opportunism that comes with transparency. An expectation of a return for taking on higher perceived risk. So maybe the word isn't responsibility or owe, but there seems to be a presumption that we should reward companies that are more transparent. With higher esteem, stronger consideration, deeper loyalty, more purchases?

Then again, I suppose you could argue that corporate transparency is actually a leveling of the playing field. Companies compile and use reams of our personal data to sell to us every day. In some cases, with only our tacit consent. In some cases, not even with that. So providing greater transparency might be a fair price for them to pay. In fact, maybe it's just a down payment.

So what do you think? By calling for more transparency from companies, are we in fact asking more of ourselves?

Christian works for AHA!, a communications firm with expertise in writing located in Vancouver, Wash., just across the Columbia River from Portland. Visit Shiny Green Button, AHA!'s blog on communications, brands and sustainability.

• Tags: CSR reporting,transparency,communications

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