CSR 2.0 - It's time to make this work!

From "Doing" Social Responsibility to "Being" Social Responsible

Welcome everybody. This blog stretches existing CSR models and provides a fresh spin to Corporate Social Responsibility, Sustainability, and Corporate Ethics. Why? Because, quite frankly, I don't think existing CSR programs are working well enough to make the impact we need in our world. Business is a major force in our society, and although CSR and Sustainability efforts are on the agenda in many board rooms, they have in my opinion not reached the impact that these initiatives can make. The purpose of this blog is to look at what we can do as organizations and individuals to make CSR or Sustainability Programs more effective - so that we can see the changes we want to see while creating an economic benefit for our businesses.

A few words about me, so it is easier for you to put the statements, approaches and opinions expressed in this blog into perspective. In short, I am a recovering Venture Capitalist and founder of the Conscious Business Institute. Along with many people in our workforce (actually, I have found it to be close to 90%), I have become tired of the way most businesses are run. Through the Conscious Business Institute, my partners and I provide new approaches that help build companies with a "Wow-Factor" (more about Peter).

I think we need to stretch the current approach to CSR, because we should not be satisfied if AIG turns to charities it supported through its corporate giving programs, requesting to return donations so AIG can pay bonuses to its executives. I don't think the current approach is working effectively when multinationals claim that Human Development is one of the top priorities, only to cancel development programs when revenues or margins are jeopardized (I don't want to list companies, but our research shows that many multinationals substantially reduced human development programs or stopped them altogether). There are many more examples, but the bottom line is this: CSR or Sustainability Programs do not work effectively as long as they are not sustainable on their own accord - as long as CSR or Sustainability is something we "Do".

The challenge I want to address in this blog is to shift CSR to something organizations "Are" - something that is embodied throughout the organization; from top executive to the sales person on the road. In my opinion, we only get the necessary traction once CSR touches everyone in an organization, where CSR shifts from a doctrine to a personal matter. As long as companies see CSR as something they "Do", it becomes like an institutionalized religion: the ideas are great, but as soon as someone comes along stating "This is the way it has to be done", it turns into a doctrine. And as in any doctrine, the result will be opponents and proponents wasting time as they engage in conflict about "what's right" and "what's wrong".

As mentioned, this blog will dig deeper and address the guiding principles that can lead to truly sustainable and responsible organizations. In the next posting, I will introduce an expanded model for CSR and Sustainability (see picture). Please send along any questions and inputs. You are the ones out there in the field, and all of your input is necessary as we develop new blueprints for business practices that are not only financially successful, but also sustainable and responsible.