Women's views about the use of gendered Corporate Social Responsibility strategies by harmful industries.

BACKGROUND: Corporate Social Responsibility (CSR) initiatives are part of a suite of marketing and promotional strategies used by industries whose products and/or practices may be harmful to health and equity. These include the tobacco, alcohol, gambling, fossil fuel and pharmaceutical industries. CSR initiatives have included support for gender equity and empowerment initiatives, such as associations with women's organisations and charities, educational activities, and sports. Limited research has qualitatively investigated women's perceptions of these types of gendered CSR initiatives, including their opinions about appropriate public health and policy responses. METHODS: This study sought the opinions of n=506 Australian women, aged 18 years and over. Data was collected through an online qualitative survey. Participants were asked about the CSR strategies of a range of harmful industries, including gendered marketing, sponsorship of women's sport, and support for women's causes. Data were interpreted using a reflexive approach to thematic analysis. RESULTS: Three themes were constructed from the data. First, while participants acknowledged that CSR was a profit-making tactic used to enhance the image of harmful industries and mitigate reputational risk, they also thought there could be benefits associated with some CSR strategies - particularly related to women's sport. Second, while many women perceived that CSR strategies could positively influence women's views about harmful industries, others felt women needed to take responsibility for engaging with messages from these industries. Finally, while participants supported increased government regulation of harmful industry promotional tactics, they also recommended educational initiatives to expose industry tactics, and increased responsibility from organisations partnering or taking funding from these industries. CONCLUSIONS: The insights from this study contribute to the growing evidence about the influence of the corporate tactics of industries who are harmful to women's health and equity. While mapping and monitoring of marketing tactics are essential in public health arguments for regulatory reform of these practices, this study shows the important role that community opinions play in understanding the impact of these tactics, and public expectations of policy and public health actions to prevent harms. There is broad support for increased government regulation, and independent education initiatives focused on exposing industry tactics. CLINICAL TRIAL NUMBER: Not applicable.