The pharmaceutical industry's corporate responsibility reports illustrate how the liberal rhetoric of civic engagement can be reappropriated to serve the market-driven aims of risk management and public relations. Tracing the ideologic linkage of corporate responsibility and service-learning versions of civic engagement, and contextualizing postsecondary service-learning along a larger neoliberal trajectory, should prompt us to reconsider basic questions about the means and ends of our institutional and pedagogical work. (Contains 7 notes.)