Numerous studies in the last decade or so are supporting the view that brands and corporations involved in CSR are rewarded with a number of benefits: from increased brand preference and brand loyalty, to improved financial performance and stock prices. But from now, these CSR conscious brands and corporations will have also to carry a stigma: the stigma of being bad corporate citizens and.. irresponsible. According to a recent working paper by the National Bureau of Economics Research (USA) ” companies are engaged in CSR in order to offset Corporate Social Irresponsibility (CSI)”. Authors Matthew Kotchen and Joe Moon suggest that their, more than 10 years, research shows that “harmful companies are those mostly involved in CSR. When companies do more harm (CSI) also do more CSR” , the authors suggest. Or to make it simple: companies do “good” in order to offset “bad”. What a nice subject for a debate.