The document discusses the history and evolution of corporate social responsibility (CSR) from focusing internally in the 1950s to now having a global perspective. It examines what is meant by "social" and how CSR now encompasses ethics, social issues like diversity, and environmental issues. The document also explores sustainability megatrends like climate change that present risks and opportunities for business and how CSR and cross-sector collaboration can help address large challenges.

1. Fredrik Björk, Malmö University

2.  US – 1950s
 ”Business can also be
responsible”
 Initial focus: Internal
(Employees and their families)
 Eventually – more focus on local
community
 Today – Global perspectives

3.  Social responsibility – or responsibility
towards society?
 What do we mean by ”social”?
 Environment and sustainability
becoming more important issues
 Corporate responsibility (CR)

4.  Ethics: Code of Conduct, product
liability
 Social: Diversity in the workplace,
equality, employee participation,
community involvement
 Environment: Sustainable resource
use, healthy products, "pure" product
chain

5.  The sustainability megatrends: climate
change, resource shortages and
demographic changes present both
opportunities and risks for business
 Climate change and water shortage are
the two most pressing long-term trends that
require global solutions.
 People are starting to realize the
economic repercussions. The financial
market is beginning to see the risks but
also the emerging opportunities.

6.  On a corporate level: Who will gain and
who will lose from these trends? How is
it possible to differentiate between
companies that are ready and the ones
that are not?
 New approaches to analyzing and
investing in companies
 New approaches to auditing and
consulting

7.  A wider notion of
stakeholders – and
stakeholders
interests
 Global
 Regarding ”nature”
as a stakeholder?

9.  Milton Friedman:
 “The Social
Responsibility of
Business is to
Increase its Profits”

10.  Public relations - marketing
 Seen as an ”extra” - no commitment
 Foggy definitions
 ”Green washing”/”White washing”

11. CSR – one aspect of cross-
sector collaboration

12. Business Civil society
Government

13.  Challenges need
wider solutions
 Knowledge and
commitment – other
perspectives
 Access to resources
– tangible, but also
aspects such as
trust

14. How do we do it?
six principles for developing collaboration -
partnership
1. recognising and accepting the need for
partnership;
2. clarity and realism of purpose;
3. commitment and ownership;
4. developing and maintaining trust;
5. creating clear and robust structure
6. monitoring, measuring and learning

15. One step further
 Social capital – important in creating
informal accountability mechanisms
 Leadership and organisational culture –
negotiations and dislogue
 ‘Implementation’ is an important element
of collaboration - associated with different
organisational logics:
How will the outcomes be sustained?

16.  ”People, Planet, Profits. In that order!”
 Accountability
 How to communicate what you are
doing?
 Social return on investment
 Ecosystem services

17. Social Return on Investment
(SROI)
 Measuring the social and economic
value created by an activity
 Stakeholder perspective
 Monetary value on things that do not
have market value.
 Giving the beneficiaries a voice in
decisions on resource allocation.

18. Ecosystem services
 Resources and processes provided by
natural ecosystems are called
ecosystem services
 They are essential to the earth's life
support system
 Contribute to human well-being
 Ex. The climate system; pollination etc.

19. Ecosystem services
 in general not ascribed any value or
adequately quantified in terms comparable
with economic services
 Often considered as “commons”
 The paradox: Without these seemingly
„worthless‟ services, the socio-economic
systems of the earth would grind to a halt
 so in a sense their total value to society
and economy is infinite.

20.  CR – creating value
for business
 Cross-sector
collaboration creates
oppurtunities
 Collaboration makes
it easier to meet the
triple bottom line!