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CSR 2.0: The Future of Corporate Social Responsibility

Describes the failure of corporate social responsibility (CSR 1.0) due to the Triple Curse, and introduces Wayne Visser's model of CSR 2.0, including its 5 Principles and 4 DNA Codes. Prof/Dr Visser is CEO of CSR International

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CSR 2.0: The Future of Corporate Social Responsibility

  1. 1. CSR 2.0 The Future of Corporate Social Responsibility
  2. 2. The evolution of responsibility 1970s Shareholders 1980s Philanthropy Late 1990s Stakeholders Engagement Late 2000s Responsible Competitiveness Late 1990s Stakeholders Engagement Late 1990s Stakeholders Engagement Late 1990s Stakeholders Engagement Late 1990s Stakeholders Engagement Late 1990s Stakeholders Engagement 1980s Philanthropy Early 1990s Corporate Governance Early 2000s Corporate Accountability Late 1990s Stakeholders Engagement 1970s Shareholders 1980s Philanthropy Late 1990s Stakeholders Engagement
  3. 3. The evolution of sustainability 1970s Quality management Late 2000s Sustainable markets Early 1990s Environmental management Early 2000s Triple bottom line 1980s Health & safety Late 1990s Health, safety & environment
  4. 4. ISO 26000: Fit for the future? <ul><li>Principles , including: </li></ul><ul><ul><li>Accountability, Transparency, Ethics, Stakeholder interests, Rule of Law, International norms, Human rights </li></ul></ul><ul><li>Core subjects , including: </li></ul><ul><ul><li>Governance, Human rights, Labour, Environment, Fair operating practices, Consumer issues, Community involvement & development </li></ul></ul><ul><li>Integration , including: </li></ul><ul><ul><li>Organisational characteristics </li></ul></ul><ul><ul><li>Understanding SR of organisation </li></ul></ul><ul><ul><li>Communication on SR </li></ul></ul><ul><ul><li>Enhancing credibility of SR </li></ul></ul><ul><ul><li>Reviewing & improving SR </li></ul></ul><ul><ul><li>Voluntary initiatives on SR </li></ul></ul>
  5. 5. The Failure of CSR (and its rebirth) <ul><li>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 </li></ul><ul><li>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  </li></ul>Copyright CSR International / Wayne Visser 2010 Creativity CSR 1.0 Curses Scalability Responsiveness Uneconomic Peripheral Incremental CSR 2.0 Principles Glocality Circularity
  6. 6. Web 1.0 and CSR 1.0 <ul><li>Web 1.0 </li></ul><ul><li>Information source </li></ul><ul><li>Advertising push </li></ul><ul><li>Innovators like Netscape </li></ul><ul><li>Mainstreamers like Microsoft </li></ul><ul><li>Standardized PC hardware & software </li></ul><ul><li>CSR 1.0 </li></ul><ul><li>Glorified brochures </li></ul><ul><li>Greenwash </li></ul><ul><li>Innovators like Traidcraft </li></ul><ul><li>Mainstreamers like Walmart </li></ul><ul><li>Standardized CSR codes & guidelines </li></ul>
  7. 7. Web 2.0 and CSR 2.0 <ul><li>Web 2.0 </li></ul><ul><li>Collective intelligence </li></ul><ul><li>Collaborative networks </li></ul><ul><li>User participation </li></ul><ul><li>Social media </li></ul><ul><li>Knowledge syndication </li></ul><ul><li>Beta testing </li></ul><ul><li>New philosophy </li></ul><ul><li>CSR 2.0 </li></ul><ul><li>Global commons </li></ul><ul><li>Innovative partnerships </li></ul><ul><li>Stakeholder involvement </li></ul><ul><li>Stakeholder panels </li></ul><ul><li>Real-time reporting </li></ul><ul><li>Social enterprise </li></ul><ul><li>New business model </li></ul>
  8. 8. CSR 2.0: The New DNA of Business <ul><li>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” </li></ul><ul><li>– Wayne Visser, 2008 </li></ul>Copyright CSR International / Wayne Visser 2010 Environmental Integrity Societal Contribution Good Governance Value Creation CSR 2.0
  9. 9. The New DNA of Business: CSR 2.0 Copyright CSR International / Wayne Visser 2010 Goal Economic development 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
  10. 10. CSR 1.0 versus CSR 2.0 <ul><li>C orporate </li></ul><ul><li>S ocial </li></ul><ul><li>R esponsibility </li></ul><ul><li>Philanthropic </li></ul><ul><li>Risk-based </li></ul><ul><li>Image-driven </li></ul><ul><li>Specialized </li></ul><ul><li>Standardized </li></ul><ul><li>Marginal </li></ul><ul><li>Western </li></ul><ul><li>C orporate </li></ul><ul><li>S ustainability & </li></ul><ul><li>R esponsibility </li></ul><ul><li>Collaborative </li></ul><ul><li>Reward-based </li></ul><ul><li>Performance-driven </li></ul><ul><li>Integrated </li></ul><ul><li>Diversified </li></ul><ul><li>Scalable </li></ul><ul><li>Global </li></ul>
  11. 11. CSR 1.0 versus CSR 2.0: Shifts <ul><li>CSR premium </li></ul><ul><li>Charity projects </li></ul><ul><li>CSR indexes </li></ul><ul><li>CSR departments </li></ul><ul><li>Ethical consumerism </li></ul><ul><li>Product liability </li></ul><ul><li>CSR reporting cycles </li></ul><ul><li>Stakeholder groups </li></ul><ul><li>Process standards </li></ul><ul><li>Base of the pyramid </li></ul><ul><li>Social enterprise </li></ul><ul><li>CSR ratings </li></ul><ul><li>CSR incentives </li></ul><ul><li>Choice editing </li></ul><ul><li>Service agreements </li></ul><ul><li>CSR data streams </li></ul><ul><li>Social networks </li></ul><ul><li>Performance standards </li></ul>
  12. 12. 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
  13. 13. CSR 2.0 as the new DNA of Business

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