Social responsibility currently has an important incidence in the business environment, where the retail sector, specifically supermarkets, can have a high impact in the consumer or clients’ purchase intent through their actions, which in turn motivates or promotes socially responsible actions, both in the consumption of products, as well as in their manufacturing by the producers. Therefore, some supermarkets located in the central-southern region of Caldas (Colombia) were selected, and according to the ISO 26000 (2010) norm, the gaps that currently exist in integrating corporate social responsibility into this type of companies are defined. Results show global gaps of around 65%, identifying communication problems and its relatedness with some stakeholders, especially with those external to the organization as is the case of the community. Likewise, the communication with clients and employees stands out, which tends to focus on compliance with clearly legal or mandatory requirements, as proven by the results obtained in the principles of social responsibility and fundamental matters. Finally, some flaws were found in the appropriation of the SR from the strategic part of the companies, which hinders the evolution and maturity of socially responsible actions and initiatives, which in turn denotes a weak relationship of social responsibility with organizational strategy.