Delving deep into the application of corporate social responsibility surfaces an uncomfortable reality. Honest intent without managerial skill results in CSR paucity. Further study of insider trading, private healthcare and investment banking provision reflects an absence of ethical leadership. Knowledge of CSR, the need for ethical leadership as well as the skills of effective follow-through are the key ingredients for effective CSR pursuit. CSR is here for the long haul. Its neglect, particularly in the boardroom, undermines corporate reputation.