Striking the right balance between the moral(istic) discourse of Corporate Social Responsibility (CSR) on the one hand, and how this same discourse translates into concrete CSR initiatives on the other, remains a conundrum that many organizations grapple with. Informed by specific discursive practices (mission statements, websites, press releases, etc.), “CSR discourse” has recently become a discursive category in its own right, which reflects the development of contemporary society and how companies adapt and are perceived by it.