CSR 2 - Global Sustainglobalsustain.org/files/eurocharity_26_20100617164224.pdf · The Failure of CSR (and its rebirth) Why has CSR failed so spectacularly to address the very issues

© CSR Internationalwww.csrinternational.org

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






1980sPhilanthropy

Early 1990sCorporate Governance

Early 2000sCorporate

Accountability


1970sShareholders

1980sPhilanthropy



The evolution of sustainability

1970sQuality

management

Late 2000sSustainable markets

Early 1990sEnvironmental management

Early 2000sTriple bottom line

1980sHealth & safety

Late 1990sHealth, safety & environment


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


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

Copyright CSR International / Wayne Visser 2010

Creativity

CSR 1.0 Curses

Scalability

Responsiveness

Uneconomic

PeripheralIncremental

CSR 2.0 Principles

Glocality

Circularity


Curse 1 – Incremental CSR

Source: ISO


Curse 2 – Peripheral CSR

Source: Greenpeace


Curse 3 – Uneconomic CSR


CSR 1.0 – Burying the Past


Web 1.0 and CSR 1.0


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


Web 2.0 and CSR 2.0


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


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/

http://www.skollfoundation.org/videos/



Vodaphone’s M-PESAApple’s iPHONE


Principle 2 - Scalability



Toyota Prius Tata Nano



Microfinance


Principle 3 - Responsiveness

The Global Climate Coalition The Corporate Leaders’ Group

On Climate Change



WBCSD Eco-patent Commons

TRIPS

(Trade-Related

Aspects of Intellectual

Property Rights)




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 VisserSource: Marketing Responsibly, IBE/Mallen Baker,

2009



Principle 5 - Circularity

End-of-Pipe Solutions

Closed-loop Production



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



CSR and Social Media

Source: ASRC


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


Environmental

Integrity

Societal

Contribution

Good

Governance

Value

Creation

CSR 2.0


The CSR 2.0 Model


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


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


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


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


CSR 2.0 as the new DNA of Business


What Have We Got to Lose?


Good luck!

[email protected]

www.csrinternational.org

Thank You!

mailto:[email protected]

http://www.csrinternational.org/

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CSR 2 - Global Sustainglobalsustain.org/files/eurocharity_26_20100617164224.pdf · The Failure of CSR (and its rebirth) Why has CSR failed so spectacularly to address the very issues