CSR 2.0 (updated): Towards Transformative Business

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This presentation by Dr Wayne Visser briefly maps the past, present and future of corporate sustainability and responsibility, or CSR. It begins by defining CSR and introducing a four-part DNA Model, covering value creation, good governance, societal contribution and ecological integrity, which provides the basis for measuring CSR 2.0. It goes on to examine the evolution and current state of CSR, using Visser's five-stage maturity model: defensive, charitable, promotional, strategic and transformative CSR. The first four stages are called CSR 1.0 and characterise most current CSR practice, while the fifth stage is named CSR 2.0 (also transformative or systemic CSR) and describes emergent and future CSR practices. The metaphor of 1.0 and 2.0 is explained as an appropriate analogy for the changes needed in CSR, drawing parallels with the evolution of Web 1.0 to Web 2.0. Visser argues that CSR 1.0 approaches have failed to have any significant impact on the most serious global social, environmental and ethical challenges. Three reasons for this failure are examined, namely the incremental, peripheral and uneconomic nature of CSR 1.0 approaches. The presentation goes on to explore the emergent CSR 2.0 in detail by elaborating on five principles underlying this new approach, including: creativity, scalability, responsiveness, glocality and circularity. Each principle is explained conceptually, as well as illustrated with progressive case studies.

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CSR 2.0 (updated): Towards Transformative Business

  1. 1. CSR 2.0: Towards Transformative Business Dr Wayne Visser Director, Kaleidoscope Futures Senior Associate, Cambridge Programme for Sustainability Leadership Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd @WayneVisser @CSRint
  2. 2. CSR – 10 related concepts • • • • • • • • • • Corporate social responsibility Business ethics Business & human rights Corporate accountability Corporate citizenship Corporate governance Corporate sustainability Environmental management Occupational health & safety Stakeholder engagement Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
  3. 3. Definition of CSR • Responsibility is the choice we make to respond with care • CSR is the way in which business consistently creates shared value in society through: – economic development – good governance – stakeholder responsiveness and – environmental improvement. • CSR is an integrated, systemic approach by business that builds, rather than erodes or destroys, economic, social, human and natural capital - Wayne Visser, in The Age of Responsibility (2011) Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
  4. 4. DNA Model of CSR The CSR 2.0 DNA Model DNA Code Goal Key Indicators Value Creation Economic development Capital investment Beneficial products Inclusive business Good Governance Institutional effectiveness Leadership Transparency Ethical conduct Societal Contribution Stakeholder orientation Philanthropy Fair labour practices Supply chain integrity Ecosystem protection Environmental Sustainable Copyright CSR International / Wayne Visser 2010Renewable resources Integrity ecosystems Zero-waste production Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
  5. 5. The evolution of responsibility Late 2000s Responsible Competitiveness 1980s Philanthropy 1970s Shareholders Early 1990s Corporate Governance Early 2000s Corporate Accountability Late 1990s Stakeholders Engagement Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
  6. 6. The evolution of sustainability Late 2000s Sustainable markets 1980s Health & safety 1970s Quality management Early 1990s Environmental management Early 2000s Triple bottom line Late 1990s Health, safety & environment Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
  7. 7. Stages of CSR CSR 1.0 Transformative Strategic Defensive The Age of Philanthropy The Age of Greed Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011 CSR 2.0 Charitable Promotional The Age of Management The Age of Marketing The Age of Responsibility
  8. 8. Stage 1 - Defensive • In the Age of Greed ENRON Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  9. 9. Stage 2 - Charitable • In the Age of Philanthropy Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  10. 10. Stage 3 – Promotional • In the Age of Marketing Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  11. 11. Stage 4 - Strategic • In the Age of Management Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  12. 12. Stage 5 - Transformative  In the Age of Responsibility Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  13. 13. Failures of CSR 1.0: Incremental Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: ISO, 2004, W. Visser, The Age of Responsibility, 2011
  14. 14. Failures of CSR 1.0: Peripheral Blow in her face and she’ll follow you anywhere Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd More doctors smoke Camel Source: W. Visser, The Age of Responsibility, 2011
  15. 15. Failures of CSR 1.0: Uneconomic Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  16. 16. Web 1.0 and CSR 1.0 Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  17. 17. Web 2.0 and CSR 2.0 Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  18. 18. Web 2.0 and CSR 2.0 Web 2.0 • Collective intelligence • Collaborative networks • User participation • Social media • Knowledge syndication • Beta testing • New philosophy Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd CSR 2.0 • Global commons • Innovative partnerships • Stakeholder involvement • Stakeholder panels • Real-time reporting • Social enterprise • New business model
  19. 19. Principles of CSR 2.0 RESPONSIVENESS SCALABILITY GLOCALITY CREATIVITY CIRCULARITY CSR 2.0 Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  20. 20. Principle 1 - Creativity A LITTLE WORLD Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  21. 21. Principle 2 - Scalability Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  22. 22. Principle 3 - Responsiveness WTO Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  23. 23. Principle 4 - Glocality Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd Source: W. Visser, The Age of Responsibility, 2011
  24. 24. Principle 5 - Circularity Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
  25. 25. Steps to CSR 2.0 Implementation Re-structure PARTNERSHIP IMPACT Re-assess Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd LEADERSHIP Re-align INNOVATION Re-define Source: W. Visser, The Quest for Sustainable Business, 2012 TRANSFORMATION Re-design
  26. 26. Thank You! Good luck! wayne@kaleidoscopefutures.com www.kaleidoscopefutures.com www.waynevisser.com CSR International & Wayne Visser CSRint & KaleidoFutures & WayneVisser CSR International & Wayne Visser csrinternational & WayneVisser Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
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