Communicating Corporate Social Responsibility (CSR) in the Luxury Industry: Managing CSR-Luxury Paradox Online Through Acceptance Strategies of Coexistence and Convergence

The mass marketization of the luxury industry obligates the industry to be mindful of the social and environmental consciousness of nouveau luxury consumers. To meet complex stakeholder expectations, luxury brands have to manage the dual goals of maintaining their elite branding while staying socially and environmentally responsible. These oppositional endeavors unleash uneasy tensions encapsulated in the notion of the corporate social responsibility (CSR)-luxury paradox. Using theoretical frameworks in paradox management and CSR communication, this study examined how luxury brands discursively navigated the CSR-luxury paradox on their websites. Qualitative content analysis conducted across 43 luxury brand websites revealed two discursive strategies used to manage CSR-luxury tensions: (a) harmonious coexistence of paradoxes and (b) convergence of paradoxes. These active, both-and strategies and corresponding substrategies show specific ways in which CSR-luxury tensions are managed and sustained. The findings are instructive not only for the luxury sector but also for organizations faced with oppositional goals in general.