DECOLONIZING CSR NARRATIVES: INDIGENOUS PHILANTHROPY VERSUS WESTERN FRAMEWORKS IN KHYBER PAKHTUNKHW

Abstract

This paper explores the influences of Western models for Corporate Social Responsibility (CSR) on narratives emerging from Khyber Pakhtunkhwa (KP), Pakistan and how these differ from indigenous traditions of philanthropy. The research issue is the hegemony of Western CSR models which can suppress the voices and experiences from local people. The aim is to investigate indigenous philanthropy in KP; and examine how decolonized CSR `stories of practice’ can serve the interest of justice by better reverberating local values, institutions and effectiveness. Specifically, the aims are (1) to document indigenous wealth distribution and charitable practices in KP; (2) to compare these with Western CSR models; and (3) to make recommendations around the potential for incorporating indigenous models as part of future efforts at promoting CSR policy and practice in KP. Design The design employed in this study was qualitative. Data were gathered through semi structured interviews with community elders, formal and informal philanthropy actors, corporate CSR managers, and NGO heads across multiple districts of KP. Document analysis of CSR reports and policy documents were also applied. Methodology used thematic coding to identify key themes and comparative systems. The main findings are: indigenous philanthropy in KP is well-entrenched in the communal ethos (reciprocity, kinship bond, Pashtunwali norms), informal and relational and it stems from the moral responsibility rather than a legal or brand image concerns. On the contrary, Western CSR system is more focused on compliance, measurement, stakeholders’ management, brand value and frequently top‐down approaches. Incorporating indigenous knowledge can enhance legitimacy, social trust and context‐appropriate outcomes. The research findings suggest that the decolonization of CSR narratives in KP has implications for policy (such as CSR regulation), corporate activity and community emancipation. It demands hybrid models that respect local knowledge, increased participatory vehicles and changing metrics for success of CSR

Keywords: Indigenous philanthropy, CSR decolonization, Khyber Pakhtunkhwa, Western CSR frameworks, corporate social responsibility, local values, participatory governance