CSR 2 - Global Sustainglobalsustain.org/files/eurocharity_26_20100617164224.pdf · The Failure of...
Transcript of CSR 2 - Global Sustainglobalsustain.org/files/eurocharity_26_20100617164224.pdf · The Failure of...
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CSR 2.0The Future of
Corporate Social Responsibility
Copyright 2010 - CSR International / Wayne Visser
The evolution of responsibility
1970sShareholders
1980sPhilanthropy
Late 1990sStakeholdersEngagement
Late 2000sResponsible
Competitiveness
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
1980sPhilanthropy
Early 1990sCorporate Governance
Early 2000sCorporate
Accountability
Late 1990sStakeholdersEngagement
1970sShareholders
1980sPhilanthropy
Late 1990sStakeholdersEngagement
Copyright 2010 - CSR International / Wayne Visser
The evolution of sustainability
1970sQuality
management
Late 2000sSustainable markets
Early 1990sEnvironmental management
Early 2000sTriple bottom line
1980sHealth & safety
Late 1990sHealth, safety & environment
Copyright 2010 - CSR International / Wayne Visser
ISO 26000: Fit for the future?
Principles, including: Accountability,
Transparency, Ethics,
Stakeholder interests,
Rule of Law, International
norms, Human rights
Core subjects, including: Governance, Human
rights, Labour,
Environment, Fair
operating practices,
Consumer issues,
Community involvement
& development
Integration, including: Organisational characteristics
Understanding SR of
organisation
Communication on SR
Enhancing credibility of SR
Reviewing & improving SR
Voluntary initiatives on SR
Copyright 2010 - CSR International / Wayne Visser
The Failure of CSR (and its rebirth)
Why has CSR failed so spectacularly to address the very issues it claims to be most concerned about? It is because of the Triple Curse of Modern CSR
We need a revolution that will, if successful, change the way we talk about and practice CSR and, ultimately, the way we do business – I call it CSR 2.0
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Creativity
CSR 1.0 Curses
Scalability
Responsiveness
Uneconomic
PeripheralIncremental
CSR 2.0 Principles
Glocality
Circularity
Copyright 2010 - CSR International / Wayne Visser
Curse 1 – Incremental CSR
Source: ISO
Copyright 2010 - CSR International / Wayne Visser
Curse 2 – Peripheral CSR
Source: Greenpeace
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Curse 3 – Uneconomic CSR
Copyright 2010 - CSR International / Wayne Visser
CSR 1.0 – Burying the Past
Copyright 2010 - CSR International / Wayne Visser
Web 1.0 and CSR 1.0
Copyright 2010 - CSR International / Wayne Visser
Web 1.0 and CSR 1.0
Web 1.0
Information source
Advertising push
Innovators like Netscape
Mainstreamers like Microsoft
Standardized PC hardware & software
CSR 1.0
Glorified brochures
Greenwash
Innovators like Traidcraft
Mainstreamers like Walmart
Standardized CSR codes & guidelines
Copyright 2010 - CSR International / Wayne Visser
Web 2.0 and CSR 2.0
Copyright 2010 - CSR International / Wayne Visser
Web 2.0 and CSR 2.0
Web 2.0
Collective intelligence
Collaborative networks
User participation
Social media
Knowledge syndication
Beta testing
New philosophy
CSR 2.0
Global commons
Innovative partnerships
Stakeholder involvement
Stakeholder panels
Real-time reporting
Social enterprise
New business model
Copyright 2010 - CSR International / Wayne Visser
Principle 1 - Creativity
Copyright 2010 - CSR International / Wayne Visser
Principle 1 - Creativity
I like to support causes
where "a lot of good
comes from a little bit
of good," or, in other
words, where the
positive social returns
vastly exceed the
amount of time and
money invested
Jeff Skoll, First President of
e-Bay
http://www.skollfoundation.org/videos/
Copyright 2010 - CSR International / Wayne Visser
Principle 1 - Creativity
Vodaphone’s M-PESAApple’s iPHONE
Copyright 2010 - CSR International / Wayne Visser
Principle 2 - Scalability
Copyright 2010 - CSR International / Wayne Visser
Principle 2 - Scalability
Toyota Prius Tata Nano
Copyright 2010 - CSR International / Wayne Visser
Principle 2 - Scalability
Microfinance
Copyright 2010 - CSR International / Wayne Visser
Principle 3 - Responsiveness
The Global Climate Coalition The Corporate Leaders’ Group
On Climate Change
Copyright 2010 - CSR International / Wayne Visser
Principle 3 - Responsiveness
WBCSD Eco-patent Commons
TRIPS
(Trade-Related
Aspects of Intellectual
Property Rights)
Copyright 2010 - CSR International / Wayne Visser
Principle 3 - Responsiveness
Copyright 2010 - CSR International / Wayne Visser
Principle 4 - Glocality
Guatemala’s CSR Pyramid
Policy engagement
Community responsibility
Family responsibility
Economic responsibility
Carroll’s CSR Pyramid
Philanthropic
Ethical
Legal
Economic
Copyright 2010 - CSR International / Wayne Visser
Principle 4 - Glocality
Copyright 2010 - CSR International / Wayne VisserSource: Marketing Responsibly, IBE/Mallen Baker,
2009
Principle 4 - Glocality
Copyright 2010 - CSR International / Wayne Visser
Principle 5 - Circularity
End-of-Pipe Solutions
Closed-loop Production
Copyright 2010 - CSR International / Wayne Visser
Principle 5 - Circularity
Source: Marketing Responsibly,
IBE/Mallen Baker, 2009
Copyright 2010 - CSR International / Wayne VisserSource: ASRC
Since
2002, we
have
handled
over 18
million
mobile
phones for
reuse and
recycling
Principle 5 - Circularity
Copyright 2010 - CSR International / Wayne Visser
CSR and Social Media
Source: ASRC
Copyright 2010 - CSR International / Wayne Visser
CSR 2.0: The New DNA of Business
CSR can only be resilient if it is part of the DNA of an organisation, i.e. CSR will only survive the vagaries of fickle markets, fluctuating profits, financial crises and leadership whims if it is totally embedded in the corporate culture, strategy and governance systems”
– Wayne Visser, 2008
Copyright CSR International / Wayne Visser 2010
Environmental
Integrity
Societal
Contribution
Good
Governance
Value
Creation
CSR 2.0
Copyright 2010 - CSR International / Wayne Visser
The CSR 2.0 Model
Copyright CSR International / Wayne Visser 2010
Goal
Economic
development
Key Indicators
Beneficial products
Inclusive business
Environmental
Integrity
The CSR 2.0 Model
Institutional
effectiveness
Stakeholder
orientation
Sustainable
ecosystems
Transparency
Ethical conduct
Philanthropy
Fair labour practices
Renewable resources
Zero-waste production
Societal
Contribution
Good
Governance
Value
Creation
DNA Code
Copyright 2010 - CSR International / Wayne Visser
CSR 1.0 versus CSR 2.0
Corporate
Social
Responsibility
Philanthropic
Risk-based
Image-driven
Specialized
Standardized
Marginal
Western
Corporate
Sustainability &
Responsibility
Collaborative
Reward-based
Performance-driven
Integrated
Diversified
Scalable
Global
Copyright 2010 - CSR International / Wayne Visser
CSR 1.0 versus CSR 2.0: Shifts
CSR premium
Charity projects
CSR indexes
CSR departments
Ethical consumerism
Product liability
CSR reporting cycles
Stakeholder groups
Process standards
Base of the pyramid
Social enterprise
CSR ratings
CSR incentives
Choice editing
Service agreements
CSR data streams
Social networks
Performance standards
Copyright 2010 - CSR International / Wayne Visser
The Challenge Ahead for CSR 2.0
As with Web 2.0, the success of CSR 2.0 will depend on:
C = CREATIVITY
S = SCALABILITY
R = RESPONSIVENESS
2 = GLOCALITY
0 = CIRCULARITY
Copyright 2010 - CSR International / Wayne Visser
CSR 2.0 as the new DNA of Business
Copyright 2010 - CSR International / Wayne Visser
What Have We Got to Lose?
Copyright 2010 - CSR International / Wayne Visser
Good luck!
www.csrinternational.org
Thank You!