Corporate Social Responsibility or Corporate Social Control? A mapping and discussion of corporate health promotion in Denmark

Line Schmeltz, Matilde Nisbeth Brøgger

Research output: Contribution to conference without a publisher/journalAbstractResearchpeer-review


Corporate Social Responsibility (CSR) programs, initiatives and activities are by now an integrated part of doing business, and today, the majority of companies are thus engaged in activities designed to minimize environmental impact, to secure employee benefits, and safe and fair working conditions throughout the supply chain, etc. Also, health promotion has entered the workplace through initiatives such as fruit schemes, access to a workplace gym, etc. Recently, however, a new category of health-related CSR initiative has appeared, namely worksite health promotion that is not confined to the work site as such, but which crosses over into the private life of the employees. Examples include workplace smoking cessation programs, the use of sleep apps and health checks focusing on calculating BMI, measuring blood pressure, cholesterol, body age, etc. The aim of this paper is to identify and map the extent and nature of such initiatives among the Danish frontrunner companies of CSR with a view to discussing the potential dark side of communicating such “employee benefits”. The study will provide a first mapping of health-related initiatives offered to Danish employees in terms of extent and category. Furthermore, based on this mapping, we will discuss the implications of work-site health promotion initiatives that cross over into the employees’ private lives.
Original languageEnglish
Publication date2019
Publication statusPublished - 2019
Externally publishedYes
EventThe dark side of communication: 2nd international and interdisciplinary conference on discourse and communication in professional contexts - CREATE Aalborg University, Aalborg, Denmark
Duration: 14 Aug 201916 Aug 2019


ConferenceThe dark side of communication
LocationCREATE Aalborg University
Internet address


  • Media, communication and languages
  • CSR


Dive into the research topics of 'Corporate Social Responsibility or Corporate Social Control? A mapping and discussion of corporate health promotion in Denmark'. Together they form a unique fingerprint.

Cite this