CHAPTER I INTRODUCTION 1.1 Background Corporate Social Responsibility (CSR) has become an important aspect of marketing, as more consumers value more ethical and sustainable practices from businesses. CSR concerns social and environmental factors in business operations, and communicating them to the company’s stakeholders. This can help businesses build trust and reputation among consumers, while also improving their environmental and social impact. One effective strategy for communicating CSR is through storytelling. CSR storytelling involves using narratives to convey the social and environmental impact of business activities, and to connect with consumers on a deeper emotional level. This can enhance the perceived authenticity and transparency of CSR initiatives, and foster a sense of shared values and goals between the business and its customers. Companies are making sure they do good for the world and the people in it. This is important because it builds the consumer’s trust and value towards the company. In doing so, helping companies become sustainable in the long run (Carroll, 2016). In the competitive world of fashion and retail, TOMS has stood out for its innovative use of CSR storytelling.