The professor who taught my international trade course back in graduate school writes,

what CSR (corporate social responsibility) does is to extend the traditional practice of the Burghers-Jains-Calvinists — where families that made the moneys spent them directly on social projects — to the corporations where families do not usually run the show. CSR is the modern counterpart of the wonderful family-owned businesses.

The gist of the post is: charitable, low-key, frugal capitalists good; lavish, ostentatious capitalists bad.