Presentatie Wayne Visser DEF

© CSR Internationalwww.csrinternational.orgwayne@csrinternational.org

The Age of Responsibility

CSR 2.0 and the New DNA of Business

Dr. Wayne Visser

wayne@csrinternational.org

Founder & Director, CSR International

Senior Associate, Cambridge University

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The Sustainable Development Gap

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Ages & Stages of CSR

The Age

of Greed

The Age of

Philanthropy

The Age of

Marketing

The Age of

Management

The Age of

Responsibility

Defensive

CSR in

Charitable

CSR in

Promotional

CSR in

Strategic

CSR in

Transformative

CSR inCSR 1.0

CS

R 2

.0

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The Age of Greed

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Defensive CSR

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The Age of Philanthropy

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Charitable CSR

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The Age of Marketing

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Promotional CSR

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The Age of Management

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Strategic CSR

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The Age of Responsibility

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Transformative CSR

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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

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Curses of CSR 1.0 – Incremental CSR

Source: ISO

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Curses of CSR 1.0 - Peripheral CSR

Blow in her face and she’ll follow you anywhere

More doctors smoke Camel

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Curses of CSR 1.0 – Uneconomic CSR

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CSR 1.0 – Burying the Past

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Web 1.0 and CSR 1.0

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Web 2.0 and CSR 2.0

Watch Ray Anderson Video

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Discussion

How would you rate Dutch

companies in terms of the

Stages of CSR?

Defensive

Charitable

Promotional

Strategic

Transformative

Can you think of examples

of each?

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Netherlands - Ages & Stages of CSR?

The Age

of Greed

The Age of

Philanthropy

The Age of

Marketing

The Age of

ManagementThe Age of

ResponsibilityDefensive

CSR in

Charitable

CSR in

Promotional

CSR in

Strategic

CSR inTransformative

CSR in

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Principle 1 - Creativity

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Principle 1 - Creativity

Vodaphone’s M-PESAApple’s iPHONE

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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

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Principle 2 - Scalability

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Principle 2 - Scalability

Toyota Prius Tata Nano

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Principle 2 - Scalability

Microfinance

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Principle 3 - Responsiveness

The Global Climate Coalition The Corporate Leaders’ GroupOn Climate Change

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Principle 3 - Responsiveness

GSK Patent Pool

TRIPS(Trade-Related

Aspects of IntellectualProperty Rights)

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Principle 3 - Responsiveness

Watch Paul Polman Video

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Principle 4 - Glocality

Guatemala’s CSR Pyramid

Policy engagement

Community responsibility

Family responsibility

Economic responsibility

Carroll’s CSR Pyramid

Philanthropic

Ethical

Legal

Economic

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Resilience Principle 4 - Glocality

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Principle 5 - Circularity

End-of-Pipe Solutions

Closed-loop Production

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Source: ASRC

Since 2002, we have handled over 18 million mobile phones for reuse and recycling

Principle 5 - Circularity

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Case Study: Nike

Source: Marketing Responsibly, IBE/Mallen Baker, 2009

“The shoes you wear today

become the shoes, shirts or

equipment you use tomorrow”

Shaw Carpets

Watch Nike video

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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

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Discussion

How would you rate Dutch

companies in terms of the

5 Principles of CSR 2.0?

Creativity

Scalability

Responsiveness

Glocality

Circularity

Can you think of examples

of each?

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CSR 2.0 in the Netherlands?

CREATIVITY

SCALABILITYRESPONSIVENESS

GLOCALITY

CIRCULARITY

CSR 2.0

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The CSR 2.0 DNA Model

Copyright CSR International / Wayne Visser 2010

Goal

Economic

development

Key Indicators

Capital investment

Beneficial products

Inclusive business

Environmental

Integrity

The CSR 2.0 DNA Model

Institutional

effectiveness

Stakeholder

orientation

Sustainable

ecosystems

Leadership

Transparency

Ethical conduct

Philanthropy

Fair labour practices

Supply chain integrity

Ecosystem protection

Renewable resources

Zero-waste production

Societal

Contribution

Good

Governance

Value

Creation

DNA Code

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The Simple Dual Test for CSR 2.0

AdmissionAdmit that you are a big part of the problem

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The Simple Dual Test for CSR 2.0

AmbitionBe a real part of the solution

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What Have We Got to Lose?

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Good luck!wayne@csrinternational.org

www.waynevisser.com

Thank You!