This analysis is a little too short for such a broad topic, but it's something I want to link to because I keep meaning to address this topic in a longer more detailed post..
But the social responsibility mavens are arguing that the corporation is a social institution that has a duty to directly address larger problems. It's tempting for CEOs to embrace that view because they have been on the defensive for so many years. Embracing a broad view of social responsibility could be a way to reclaim lost legitimacy.
Pop over and read the whole thing. It isn't very long.