CSR Is a Verb Not a Noun

It isn't just that CSR is a non-stagnant constantly evolving construct.  Since corporations do not operate in a vacuum, those promoting Corporate Social Responsibility need to be vigilantly and proactively concerned with the contextual framework within which business operates.  That includes not only identifying the systemic impediments to responsible business practices, but intentionally developing initiatives designed towards creating an enabling environment in which responsible businesses can thrive.

There have been, of course, many great examples of such initiatives over the years including the Domini Social Index, the Global Reporting Initiative, and the newly launched B Corporation among others. Of course the very evolution of CSR as a concept owes a great allegiance to the visionary pioneers who developed new paradigms in business such as the past and present members of the Social Venture Network, and the whole field of Socially Responsible Investing.

A few years ago one of those pioneers, Terry Mollner of  the Trusteeship Institute, wrote a very thoughtful piece in response to critics of CSR, commending the community's many accomplishments over the last several decades.  Notwithstanding, he recognized it was time to move to CSR's "next layer of maturity"   which would include "self-consciously coordinated action by private firms, the governments, and other concerned organizations to yield a coherent optimistic policy."

There has also been a call in various circles within the field for a CSR 2.0, which would constitute an improved, dimensionally expanded version. The CSR International website refers to the old version of CSR as "the incremental improvement sideshow" and calls for a rebranding to "Corporate Sustainability and Responsibility - that uses the power of collaborative networks to scale up solutions to our global challenges."

In the wake of the financial crisis, what should be quite evident is that while companies may be moving towards more inclusive measures in the vein of John Elkington's triple bottom line, there has been a dimensional shift in the financial landscape. The space-time continuum wherein financial markets operate has moved so deeply into the cyber sphere that it has escaped adherence to ground-level economic fundamentals, much less social and environment factors. Since financial values drive all other commercial activities, it will continue to define the direction of responsible business practices.  These markets move at speeds that touch those of us living on the lower dimensions only when it loses its momentum and crashes in Icarus fashion back to Earth.  If we are to get serious about socially and environmentally sustainable practices, we need to reconnect financial values in such a way that they tell the truth about the actual quality of life on the planet and reward life-affirming models of enterprise.

In Terry Mollner's words:  "Let's all champion experiments, whether under the name 'a good company' or 'a corporate socially responsible company' to see what will work while honoring a free market. Then let's change our laws, as we have around the environment, workers rights, women's rights, minority rights, community rights, etc., to reflect the next level of maturity that is the minimum we can all agree upon now." Time for CSR to step it up a notch!

Photo Credit Amanda Slater