Turning accidents into advantages: An actionable framework for accidental corporate social responsibility

Abstract

This article investigates the phenomenon of accidental corporate social responsibility (CSR), in which CSR initiatives emerge not from deliberate long-term planning but as spontaneous responses to unexpected events, public pressure, or crises. Building on the stakeholder governance framework, we propose an actionable framework to help firms identify, develop, and scale these unplanned yet impactful CSR efforts. Drawing on an 11-month ethnographic study of China’s food delivery industry, we examine how offline-to-online platform companies inadvertently supported the employment of hearing-impaired delivery workers. We trace how these reactive measures evolved into meaningful commitments to diversity, equity, and inclusion. By shedding light on the mechanisms through which accidental CSR unfolds, this study offers practical guidance for managers to recognize and leverage emerging opportunities. Furthermore, the article underscores the importance of integrating marginalized groups into CSR strategies and calls for further research that offers actionable, evidence-based frameworks to guide inclusive and equitable corporate practices.