Overall, the attempt to achieve economic, environmental and social objectives is at the heart of the triple benefit. Milton Friedman and others argued that a company`s objective is to maximize returns for its shareholders and that compliance with the laws of the jurisdictions in which it operates is socially responsible behaviour.  Relevance of research. The sustainable development of society and the economy has become a magic formula for solving both the social problems and the problems of preserving the safe environment necessary for human existence, in the context of which conceptions of social responsibility are emphasized. Although the history of corporate social responsibility ideas has been going on for nearly several hundred years, both the concept of social responsibility and the relationship with stakeholders remain a relevant topic of discussion for scientists and practitioners. First, since the main objective of the organization is to generate profits for shareholders, the payment of investments in corporate social responsibility is always questionable. As Smith and Langford  argue, the focus and resources on corporate social responsibility may not be as beneficial as investing in improving basic human resources practices if the goal is to improve staff engagement. Although other studies give a more optimistic view, Aguinis and Glavas  say that corporate social responsibility broadens the notion of work to go beyond a task, work, untraindividual, intra-organization and profit prospects, and provides an ideal channel for individuals to seek and find meaning through work. However, due to differences of opinion, it is safe to assume that it is no coincidence that companies tend to invest in constructions as “tangible” as the company`s image, which connects it with social responsibility. Second, the voluntary initiative depends primarily on fairness, objectives, values, corporate philosophy, national culture and how stakeholders analyze their expectations and often do not always put visible pressure on businesses. On the other hand, both societies and businesses are not homogeneous in the context of social responsibility, as shown by various studies carried out in different countries in recent decades [3, 4, 5], which highlight the gap between the economy and society . Corporate social responsibility is all the more notable because the two main characteristics of the spirit of capitalism are security and equity: security and fairness: contempt for individual security and tangible rewards for workers who play a decisive role in the implementation of the spirit .
Part of the researchers` critical approach to the practice of corporate social responsibility, or even the disappointment of the promises of these ideas, favours a new revision of the concept, taking into account values and responsibilities in relations with stakeholders. Corporate Social Responsibility includes six types of corporate social initiatives: In the search for Accessories Organization, Elliott Jaques defines social legitimacy for the company as the social contract the company has with social licensees (employees, unions, communities, government) to demonstrate positive intentions to support the company`s short- and long-term goals by providing “leadership qualities that promote the social good and also form the basis for growth sustainable results of the organization.”  According to the CSR Journal, millennial generation contributes to the social responsibility of brands around the world. Many millennia have wanted to do business with companies and brands with pro-social themes, sustainable manufacturing processes and ethical business practices.  Nielsen Holdings has published its Annual Global Corporate Sustainability Report in 2017, which focuses on global responsibility and sustainability.  Nielsen`s 2015 report showed that 66 per cent of consumers spend