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The Meaning of Responsibility

The Meaning of Responsibility

Blog by Wayne Visser

Part 1 of 13 in Wayne Visser’s Age of Responsibility Blog Series for 3BL Media.

Do you sigh when you hear the word responsibility? Perhaps responsibility is even a dirty word in your vocabulary. Perhaps you associate it with burdens and restrictions; the opposite of being carefree and without obligations. But responsibility doesn’t have to be a chore, or a cage. It all depends how you think about it.

Responsibility is literally what it says – our ability to respond. It is a choice we make – whether to be attentive to our children’s needs, whether to be mindful of the plight of those less fortunate, whether to be considerate of the impact we have on the earth and others. To be responsible is to be proactive in the world, to be sensitive to the interconnections, and to be willing to do something constructive, as a way of giving back.

Responsibility is the counterbalance to rights. If we enjoy the right to freedom, it is because we accept our responsibility not to harm or harass others. If we expect the right to fair treatment, we have a responsibility to respect the rule of law and honour the principle of reciprocity. If we believe in the right to have our basic needs met, we have the responsibility to respond when poverty denies those rights to others.

Taking responsibility, at home or in the workplace, is an expression of confidence in our own abilities, a chance to test our own limits, to challenge ourselves and to see how far we can go. Responsibility is the gateway to achievement. And achievement is the path to growth. Being responsible for something means that we are entrusted with realising its potential, turning its promise into reality. We are the magicians of manifestation, ready to prove to ourselves and to others what can happen when we put our minds to it, if we focus our energies and concentrate our efforts.

Being responsible for someone – another person – is an even greater privilege, for it means that we are embracing our role as caregivers, helping others to develop and flourish. This is an awesome responsibility, in the truest sense, one which should be embraced with gratitude, not reluctantly accepted with trepidation. Responsibility asks no more of us than that we try our best, that we act in the highest and truest way we know. Responsibility is not a guarantee of success, but a commitment to trying.

So why is responsibility seen by many as such an onerous burden? Responsibility becomes onerous when choice is removed from the equation, when we do not realise our freedom to act differently, when we forget that we are allowed to say no. Responsibility becomes pernicious when we take on too much, when we mistakenly think that more is always better, when we take on the guilt and expectations of others. Accepting too many responsibilities is, in fact, irresponsible – for it compromises our ability to respond. Do few things but do them well is the maxim of responsibility.

Being responsible also does not mean doing it all ourselves. Responsibility is a form of sharing, a way of recognising that we’re all in this together. Sole responsibility is an oxymoron …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/04/blog_meaning_responsibility_wvisser.pdf”]Pdf[/button] The Meaning of Responsibility (blog)

Related websites

[button size=”small” color=”blue” style=”info” new_window=”false” link=”http://www.csrinternational.org/”]Website[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Page[/button] The Age of Responsibility (book)

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Visser, W. (2012) The Meaning of Responsibility, Wayne Visser Blog Briefing, 7 February 2012.

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Be The Change, But First Be Yourself

Be The Change, But First Be Yourself

Blog by Wayne Visser

Part 13 of 13 in the Age of Responsibility Blog Series for CSRwire.

What do we know about the role of individuals as CSR change agents? Intuitively, we resonate with adages such as Gandhi’s ‘be the change you want to see in the world’, or Margaret Mead’s famous quote: ‘Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever does’. But beyond these clichés, what do we really know about change in the context of CSR?

As part of my PhD research, I interviewed a range of CSR professionals – by which I mean managers, consultants, academics and NGO representatives working on corporate social, environmental and ethical issues. As expected, I found that the desire to create change recurs as a consistent theme. But the way in which CSR professionals make change happen, and the satisfaction they derive as a result, differs considerably.

For some, as one might have guessed, values play an important role. In particular, corporate responsibility is seen as a way to align work with personal values. For example, one manager I interviewed says: ‘It’s the inner drive, it’s the way I am put together, my value system, my belief system … it’s my Christian belief, my ethical approach.’ Another explains that it is important to have ‘inspirational leadership and people who align with your value sets’.

For many CSR professionals, their motivation also derives from the fact that sustainability and responsibility are such dynamic, complex and challenging concepts. ‘The satisfaction is huge,” says one corporate responsibility manager, ‘because there is no day that is the same when you get into your office. It’s always changing, it’s always different.’ Another reflects that corporate responsibility ‘painted a much bigger picture’ and is ‘just as holistic as you want it to be. It requires a far broader vision’.

These two factors – values alignment and the CSR concept – are fairly cross-cutting motivators. However, it is also possible to distinguish four fairly distinctive types of CSR professional, based on how they derive satisfaction from their work. In practice, every individual draws on all four types, but the centre of gravity rests with one, representing the mode of operating in which that individual feels most comfortable, fulfilled or satisfied.

The first type of CSR change agent is the Expert. Experts find their motivation though engaging with projects or systems, giving expert input, focusing on technical excellence, seeking uniqueness through specialisation, and pride in problem solving abilities. To illustrate, one Expert-type CSR professional explains: ‘There were a couple of projects that I did find very exciting … It was very exciting to get all the bits and pieces in place, then commission them and see them starting to work.’ Another Expert says: ‘I usually get that sense of meaning in work when I’ve finished a product, say like an Environmental Report and you see, geez you know, I’ve really put in a lot and here it is. Or you have had a series of community consultations and you now have the results.’

The second type of CSR change agent is the Facilitator …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/01/blog_be_change_wvisser.pdf”]Pdf[/button] Be the Change – But First Be Yourself (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

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Visser, W. (2012) Be the Change, But First Be Yourself, Wayne Visser Blog Briefing, 25 January 2012.

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Changing the World, One Leader at a Time

Changing the World, One Leader at a Time

Blog by Wayne Visser

Part 12 of 13 in the Age of Responsibility Blog Series for CSRwire.

We face a crisis of leadership. Our global challenges loom large and clear, but we seem to lack leaders who can make change happen at a scale and speed that match the size and urgency of the problems we face. In an attempt to understand this leadership impasse, I’ve done some research with the University of Cambridge’s Programme for Sustainability Leadership on how change happens. In this blog, I’ll briefly outline some of our conclusions.

Let’s start with what kind of change we’re talking about. Jim Collins, author of Good to Great, observes that companies that went from being ‘good to great’ did not rely on revolutions, dramatic change programmes or wrenching restructurings. ‘Rather, the process resembled relentlessly pushing a giant flywheel in one direction, turn upon turn, building momentum until a point of breakthrough, and beyond.’

So we’re talking about catalysing and scaling up change. And for this change to be successful, leaders need to foster and entrench new values, culture, incentives, rules and resources. In Accenture and the UN Global Compact’s 2010 survey, 54% of CEOs felt that a cultural tipping point on sustainability is only a decade away—and 80% believe it will occur within 15 years, so perhaps we are nearing a moment of infectious change. Meanwhile, at the organisational level, leaders must catalyse change for sustainability through a suite of actions, including innovation, empowerment, accountability, closed-loop practices and collaboration.

We found that effective sustainability leaders are good at promoting creativity in business models, technology, products and services that address social and environmental challenges. Sustainability leaders also implement structures and processes for good governance, transparency and stakeholder engagement.

Accountability does not have to be all about structures and controls however. Collins believes great leaders foster a culture of discipline, saying ‘When you have disciplined people, you don’t need hierarchy. When you have disciplined thought, you don’t need bureaucracy. When you have disciplined action, you don’t need excessive controls’. According to Jeffrey Immelt, CEO of G.E., ‘Enron and 9/11 marked the end of an era of individual freedom and the beginning of personal responsibility. You lead today by building teams and placing others first. It’s not about you.’

The best sustainability leaders adopt principles of cradle-to-cradle production, internalising externalities and extending these principles to the supply chain. Sustainability leaders also build formal cross-sector partnerships, as well as innovative and inclusive collaborative processes such as social networking (Web 2.0). Betty Sue Flowers, co-author of Presence, poses the challenge as a question, saying, ‘We know a lot about heroic action because that’s in the past of leadership. But how do you have leadership in groups across boundaries, multi-nationally?’

At the people level, leaders catalyse change for sustainability by providing a compelling vision, encouraging long term thinking, making strategic investments and promoting intergenerational equity. Immelt says ‘every leader needs to clearly explain the top three things the organization is working on. If you can’t, then you’re not leading well.’ Ray Anderson, the late CEO of Interface, saw this as a process of inclusion, saying …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_change_leader_wvisser.pdf”]Pdf[/button] Changing the World, One Leader at a Time (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2012) Changing the World, One Leader at a Time, Wayne Visser Blog Briefing, 12 January 2012.

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Sustainable by Design?

Sustainable by Design?

Lessons in Circularity From Seventh Generation

Blog by Wayne Visser

Part 11 of 13 in the Age of Responsibility Blog Series for CSRwire.

The CSR 2.0 principle of circularity has roots in life cycle assessment, cleaner production, sustainable consumption and cradle to cradle concepts. In The Age of Responsibility, I explore various well known multinational examples, from Interface’s carpets and Nike’s Considered Design shoes to Coca-Cola’s water neutral initiative and Tesco’s carbon neutral programme. But there are also smaller, more nimble companies, like Seventh Generation, that are able to go much further much faster. What can we learn from these companies that are intentionally sustainable ‘by design’?

Seventh Generation, an American household cleaning products business started more than twenty years ago by Jeffrey Hollender, took inspiration for its name and philosophy from the Iroquois Confederacy (a council of Native American Indian tribes), which included the admonition that ‘in our every deliberation, we must consider the impact of our decisions on the next seven generations’. From the beginning, this meant thinking in a circular way about the impact of their products.

To begin with, this meant swimming upstream. ‘When Seventh Generation told executives at the old Fort Howard Paper Company that we wanted to market bathroom tissue made from unbleached recycled fibre, they laughed,’ recalls Hollender. Despite such early resistance, however, Seventh Generation has remained steadfast in its commitment to ‘becoming the world’s most trusted brand of authentic, safe, and environmentally-responsible products for a healthy home.’ And indeed, it now has an impressive catalogue of cradle to cradle designed products, and has been doing extremely well, showing strong growth even through the recession.

However, ensuring that Seventh Generation lives up to their promise of authenticity is something that requires constant vigilance. For example, in March 2008, the company was ‘exposed’ by the Organic Consumers Association for having detectable levels of the contaminate 1,4-dioxane in their dish liquid. In fact, Seventh Generation’s product was declared the safest of those available and they had been working with suppliers for more than 5 years to remove it. They have since eliminated the contaminate completely, but, as Hollender later declared ‘our effort was simply not good enough. Our real mistake was to exclude consumers and key stakeholders from our ongoing dialogue about dioxane. In short, we flunked the transparency test.’

Of course, the very foundation of transparency is information and the most basic kind is a full list of product ingredients, which, unbelievably, is not required by US law for household products. Consequently, Seventh Generation launched a ‘Show What’s Inside’ initiative, which included an educational website and an online Label Reading Guide, downloadable to shoppers’ cell phones, which helped them interpret labels at the point of purchase, especially any associated risks. As Hollender and Bill Breen report in their book, The Responsibility Revolution (2010), not long after, SC Johnson launched a cloned version called ‘What’s Inside’. ‘That’s just what we had hoped for,’ declared Hollender and Breen. ‘When a $7.5 billion giant like SC Johnson puts its brawn behind ingredient disclosure, it’s likely that the rest of the industry will follow, regardless of what the regulators do.’

Despite its green image, Seventh Generation also  …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_sustainable_design_wvisser.pdf”]Pdf[/button] Sustainable by Design (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2011) Sustainable by Design? Lessons in Circularity from Seventh Generation, Wayne Visser Blog Briefing, 15 December 2011.

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Myths About CSR in Developing Countries

Myths About CSR in Developing Countries

Blog by Wayne Visser

Part 10 of 13 in the Age of Responsibility Blog Series for CSRwire.

Are conceptions and models of CSR developed in the West appropriate for developing countries? I first tackled this question by setting out what I believe to be 7 popular myths about CSR in developing countries. Most of these myths exist as a result of the feeding frenzy that inevitably occurs every time the media has hunted down and sunk its teeth into one or other juicy story of corporate exploitation. The myths are also sustained, however, by whole legions of largely well-intentioned people who have vested interests in promoting their particular brand of the truth about CSR.

  1. Economic growth is not compatible with CSR
  2. Multinationals are the biggest CSR sinners
  3. Multinationals are the biggest CSR saviours
  4. Developing countries are anti-multinational
  5. Developed countries lead on CSR
  6. Codes can ensure CSR in developing countries
  7. CSR is the same the world over

Let’s look at these myths each briefly in turn.

Myth 1 – Economic growth is not compatible with CSR.

What the Index for Sustainable Economic Welfare and Genuine Progress Index show is that GDP growth and quality of life move in parallel until social and environmental costs begin to outweigh economic benefits. According to this ‘threshold hypothesis’ (coined by Chilean barefoot economist, Manfred Max-Neef), most developing countries have yet to reach this divergence threshold. For them, economic growth and the expansion of business activities is still one of the most effective ways to achieve improved social development, while environmental impacts are increasingly being tackled through leapfrog clean technologies.

Myth 2 – Multinationals are the biggest CSR sinners.

On the ground in most countries, multinationals are generally powerful forces for good, through their investment in local economies, creation of jobs, upgrading of infrastructure, provision of basic services and involvement in community development and environmental conservation. There are always exceptions, of course, and these should be named and shamed. But they shouldn’t overshadow the overall positive role of big companies in developing countries. The cumulative social and environmental impacts of smaller companies, which operate below the radar of the media and out of reach of the arm of the law, are typically far larger than that of the high profile multinationals.

Myth 3 – Multinationals are the biggest CSR saviours.

Not only do large companies have limited influence over government policy, but most multinationals, despite large capital investments, provide only a minuscule proportion of the total employment in developing countries. The real potential saviours are small, medium and micro enterprises (SMMEs), including social enterprises, which are labour intensive and better placed to effect local economic development. If the social and environmental impacts of these SMMEs can be improved, the knock on benefits will be proportionally much greater than anything that multinationals could achieve on their own. This is why the work CSR for SMEs by Anuhuac University in Mexico and Forum Empresa in Latin America is so encouraging and important …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_myths_developing_wvisser.pdf”]Pdf[/button] Myths About CSR in Developing Countries (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2011) Myths About CSR in Developing Countries, Wayne Visser Blog Briefing, 8 December 2011.

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The Future Faces of CSR Activism

The Future Faces of CSR Activism

Blog by Wayne Visser

Part 9 of 13 in the Age of Responsibility Blog Series for CSRwire.

The third principle of Transformative CSR, or CSR 2.0, is responsiveness. (We explored creativity and scalability in the last two posts). Some of the most important players in the responsiveness game – especially through cross-sector partnerships – are civil society organisations (CSOs, which I prefer rather than the term NGOs). Reflecting on how this sector is changing in the face of increased calls for responsiveness, I have distinguished 10 ‘Paths to the Future’ for CSR activism. I believe that CSOs acting in the CSR space will increasingly be:

  1. Platforms for transparency – Undertaking investigative exposes & hosting disclosure forums;
  2. Brokers of volunteerism – Providing project opportunities for employee volunteers;
  3. Champions of CSR – Raising awareness and increasing public pressure for CSR;
  4. Advisors of business – Offering consulting services to business on responsibility;
  5. Agents of government – Working with or on behalf of regulatory authorities;
  6. Reformers of policy – Pressuring for government policy reforms to incentivise CSR;
  7. Makers of standards – Developing voluntary standards & inviting business compliance;
  8. Channels for taxes – Receiving and deploying specially earmarked tax revenues;
  9. Partners in solutions – Partnering with business/government to tackle specific issues; and

10.Catalysts for creativity – Creating social enterprises & supporting social entrepreneurs.

Let’s explore these ‘future faces’ of CSR activism in a little more detail below, drawing on examples from around the world of CSOs emerging roles.

Platforms for transparency – The role of CSOs as agitators for, and agents of, greater transparency seems set to continue. For example, in Senegal, Benin, and Guinea, CSO intervention has been critical in the development of a free press. And in India, Karmayog allows citizens to report specific instances of bribery and corruption on a live, public website.

Brokers of volunteerism – As companies increasingly see the benefits of volunteerism (greater job satisfaction, productivity, commitment and loyalty), CSOs are increasingly becoming people-brokers, as sources of projects for employee volunteers. For example, the Voluntary Workcamps Association of Ghana (VOLU) coordinates volunteers to help with the construction of schools, reforestation and AIDS campaigning.

Champions of CSR – While some CSOs remain sceptical about CSR, in many countries they are the main agents for promoting CSR. For example, in Iran, a group of CSOs have joined forces with the UNDP to promote CSR through targeted training for managers under the umbrella of the UN MDGs. And in Senegal, CSR awareness has grown mainly due to a CSO called La Lumière in Kédougou.

Advisors of business – A combination of genuine expertise, valuable perspectives and a crunch on funding means that many CSOs are turning to consultancy, working with and advising companies not only on specific social and environmental issues, but also more generally on sustainability and responsibility. For example, in Hungary, as opposed to the traditional role of watchdog, many CSOs engage in consultancy on CSR.

Agents of government – The phenomena of GONGOs (government organised NGOs), GINGOs (government-inspired NGOs), GRINGOs (government regulated/run and initiated NGOs) and PANGOs (party-affiliated NGOs) are becoming more widespread, no longer just seen in China. Even where governments are not setting up or running the CSOs, they are supporting them as key …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_csr_activism_wvisser.pdf”]Pdf[/button] The Future Faces of CSR Activism (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

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Visser, W. (2011) The Future Faces of CSR Activism, Wayne Visser Blog Briefing, 1 December 2011.

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Could Less Consumer Choice Be A Good Thing?

Could Less Consumer Choice Be A Good Thing?

Blog by Wayne Visser

Part 8 of 13 in the Age of Responsibility Blog Series for CSRwire.

So you buy fairtrade or eco-friendly products, and you think that is a good thing, right? Think again. What if so-called ‘ethical consumers’ are the very ones standing between us a sustainable future?

I’m crazy, right? Maybe, but here is why I say it. By creating a premium-priced, niche market for ‘ethical consumption’, companies have been able to present a responsible front to the world, while leaving the vast majority of their products – which are, by implication, less ethical, less responsible, less sustainable – unquestioned and unchanged. At the same time, a small group of usually well-to-do Western consumers have been able to ease their conscience by feeling that they are making a positive difference.

Now let me be clear. I am not against organic or fairtrade or eco-friendly products per se. That would be insane. Clearly, there are groups of producers – usually poor farmers in the Third World – that have benefited from these initiatives. What I am against is the voluntary nature and premium pricing of sustainable and responsible products. The combination of these two factors has ensured that, with one or two exceptions, these products have never gone to scale. As compared with the total and ongoing impacts of mainstream shopping habits, ethical consumption, laudable as it is, has remained marginal at best and totally insignificant at worst.

The UK’s Sustainable Consumption Roundtable says, ‘we know that there is a considerable gap – the so-called ‘value-action gap – between people’s attitudes, which are often pro-environmental, and their everyday behaviours.’ We know the ‘value-action’ gap is partly explained by price and availability of alternatives, but there’s something else. Context matters as well.

To illustrate this, Timothy Devinney, author of The Myth of the Ethical Consumer, reports on a very interesting experiment he conducted while researching his book. The experiment took place at a coffee shop in central Sydney, Australia, over a period of several weeks. This coffee shop displayed a large and prominent sign indicating the products available, their prices and active specials. To this was added, quite obtrusively, another special, indicating: We have Fair Trade coffee! No extra charge. Just ask.

Here’s what he found. Unprompted, with only the sign to notify them of the availability of the ‘ethical’ alternative, less than 1% of customers bothered to ask for Fair Trade coffee, even though it was free. ‘When they prompted customers with a reminder that the ‘ethical’ alternative was available, the number of customers opting for the Fair Trade option rose to 30%. They then went a step further and took the customer’s privacy away: each time the clerk prompted a customer with the Fair Trade option, we ensured there was someone standing next to that person at the counter. In this situation, the number of ‘ethical consumers’ rose to 70%.

This is a hugely important lesson: If we want to achieve scalability of sustainable and responsible products and services, we cannot leave it to the passive choices of customers. Context is critical, and a little bit of peer pressure goes a long way. But do we really want to resort to public embarrassment to achieve scalability?  …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_consumer_choice_wvisser.pdf”]Pdf[/button] Could Less Consumer Choice Be A Good Thing? (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2011) Could Less Consumer Choice Be A Good Thing? Wayne Visser Blog Briefing, 24 November 2011.

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The Creative Destruction Revolution

The Creative Destruction Revolution

Blog by Wayne Visser

Part 7 of 13 in the Age of Responsibility Blog Series for CSRwire.

One of the key theories on creativity is creative destruction. The concept is most associated with Joseph Schumpeter, following his 1942 book Capitalism, Socialism and Democracy, in which he described creative destruction as ‘the process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one … [The process] must be seen in its role in the perennial gale of creative destruction; it cannot be understood on the hypothesis that there is a perennial lull.’

The idea, of course, is much older. In Hinduism, the goddess Shiva is simultaneously the creator and destroyer of worlds. In modern times, the German sociologist Werner Sombart described the process in 1913, saying ‘from destruction a new spirit of creation arises; the scarcity of wood and the needs of everyday life … forced the discovery or invention of substitutes for wood, forced the use of coal for heating, forced the invention of coke for the production of iron.’ Even Marx and Engels had a go at describing the process in their Communist Manifesto, stating that ‘constant revolutionizing of production, uninterrupted disturbance of all social conditions, everlasting uncertainty and agitation distinguish the bourgeois epoch from all earlier ones. … All that is solid melts into air.’

The idea of melting solids is very similar to the metaphor used by sustainability and social enterprise thought-leader, John Elkington, to explain the disruptive changes going on in the world. In an interview with him, he explained: ‘What happens in an earthquake? The land become thixotropic; what was solid suddenly becomes almost semi-liquid. I think we are headed towards a period where the global economy goes into a sort of thixotropic state. Key parts of our economies and societies are on a doomed path really, and I think that’s unavoidable. I think we’re heading into a period of creative destruction on a scale that really we haven’t seen for a very long time, and there are all sorts of factors that feed into it.  The entry of the Chinese and Indians into the global market, quite apart from things like climate change and new technology.

As to what this means for business, Elkington believes that ‘all of these pressures are going to mobilise a set of dynamics which are unpredictable and profoundly disruptive to incumbent companies, so some companies will disappear. I think most companies that we currently know will not be around in fifteen to twenty years, which is almost an inconceivable statement. But periodically this happens and there’s a radical bleeding of the landscape. We’ll find this sort of reassembly going on. Over a period of time we’re going to have some fairly different products, technologies, business models coming back into the West, and I think it’s going to be quite exciting, but quite disruptive.’

We see all kinds of examples of creative destruction in corporate sustainability and responsibility. For virtually the whole of the 20th century, the biggest companies in the world were the oil and motor giants – companies like Exxon, BP, General Motors and Toyota. But the 21st century, with  …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_creative_destruction_wvisser.pdf”]Pdf[/button] The Creative Destructive Revolution (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2011) The Creative Destruction Revolution, Wayne Visser Blog Briefing, 17 November 2011.

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What Can Web 2.0 Teach Us About CSR?

What Can Web 2.0 Teach Us About CSR?

Blog by Wayne Visser

Part 6 of 13 in the Age of Responsibility Blog Series for CSRwire.

By May 2008, it was clear to me that the evolutionary concept of Web 2.0 held many lessons for CSR. At the time, I declared: ‘The field of what is variously known as CSR, sustainability, corporate citizenship and business ethics is ushering in a new era in the relationship between business and society. Simply put, we are shifting from the old concept of CSR – the classic notion of “Corporate Social Responsibility”, which I call CSR 1.0 – to a new, integrated conception – CSR 2.0, which can be more accurately labelled “Corporate Sustainability and Responsibility”.’

The allusion to Web 1.0 and Web 2.0 is no coincidence. The transformation of the internet through the emergence of social media networks, user-generated content and open source approaches is a fitting metaphor for the changes business is experiencing as it begins to redefine its role in society. Let’s look at some of the similarities.

Web 1.0

  • A flat world just beginning to connect itself and finding a new medium to push out information and plug advertising.
  • Saw the rise to prominence of innovators like Netscape, but these were quickly out-muscled by giants like Microsoft with its Internet Explorer.
  • Focused largely on the standardised hardware and software of the PC as its delivery platform, rather than multi-level applications.

CSR 1.0

  • A vehicle for companies to establish relationships with communities, channel philanthropic contributions and manage their image.
  • Included many start-up pioneers like Traidcraft, but has ultimately turned into a product for large multinationals like Wal-Mart.
  • Travelled down the road of “one size fits all” standardisation, through codes, standards and guidelines to shape its offering.

Web 2.0

  • Being defined by watchwords like “collective intelligence”, “collaborative networks” and “user participation”.
  • Tools include social media, knowledge syndication and beta testing.
  • Is as much a state of being as a technical advance – it is a new philosophy or way of seeing the world differently.

CSR 2.0

  • Being defined by “global commons”, “innovative partnerships” and “stakeholder involvement”.
  • Mechanisms include diverse stakeholder panels, real-time transparent reporting and new-wave social entrepreneurship.
  • Is recognising a shift in power from centralised to decentralised; a change in scale from few and big to many and small; and a change in application from single and exclusive to multiple and shared.

So what will some of these shifts look like? In my view, the shifts will happen at two levels. At a macro-level, there will be a change in CSR’s ontological assumptions or ways of seeing the world. At a micro-level, there will be a change in CSR’s methodological practices or ways of being in the world.

Macro Shifts

The macro-level changes can be described as follows: Paternalistic relationships between companies and the community based on philanthropy will give way to more equal partnerships. Defensive, minimalist responses to social and environmental issues are replaced with proactive strategies and investment in growing responsibility markets, such as clean technology. Reputation-conscious public-relations approaches to CSR are no longer credible and so companies are judged on actual social, environmental and ethical performance (are things getting better on the ground in absolute, cumulative terms?) …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_web2_csr_wvisser.pdf”]Pdf[/button] What can Web 2.0 teach us about CSR? (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2011) What Can Web 2.0 Teach Us About CSR? Wayne Visser Blog Briefing, 10 November 2011.

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Can We Break the Spell of CSR Curses?

Can We Break the Spell of CSR Curses?

Blog by Wayne Visser

Part 5 of 13 in the Age of Responsibility Blog Series for CSRwire.

Looking back, we can see that the 1990s were the decade of CSR codes and standards – from EMAS and ISO 14001 to SA 8000 and the Global Reporting Initiative. But these were just a warm up act compared to the last 10 years, when we have seen codes proliferate in virtually every area of sustainability and responsibility and all major industry sectors. So much so that in the A to Z of Corporate Social Responsibility, we included over 100 such codes, guidelines and standards – and that was just a selection of what it out there.

This spawning of CSR codes and standards is typical of Strategic CSR, emerging from the Age of Management. At its heart, this is the drive to relate CSR activities to the company’s core business (like Coca-Cola’s focus on water management) by turning these into formal management systems, with cycles of CSR policy development, goal and target setting, programme implementation, auditing and reporting.  All good and well, but where does this leave us?

My belief is that Strategic CSR – like its predecessors Defensive, Charitable and Promotional CSR – has brought us to a point of crisis. Specifically, all these approaches are failing to turn around our most serious global problems – the very issues CSR purports to be concerned with – and may even be distracting us from the real issue, which is business’s role causal role in the social and environmental crises we face. This failure is due to what I have called the three Curses of CSR 1.0, namely that it is incremental, peripheral and uneconomic. Let’s look at these briefly in turn.

Curse 1: Incremental CSR

One of the great revolutions of the 1970s was total quality management, conceived by American statistician W. Edwards Deming and perfected by the Japanese before being exported around the world as ISO 9001. At the very core of Deming’s TQM model and the ISO standard is continual improvement, a principle that has now become ubiquitous in all management system approaches to performance. It is no surprise, therefore, that the most popular environmental management standard, ISO 14001, is built on the same principle.

There is nothing wrong with continuous improvement per se. On the contrary, it has brought safety and reliability to the very products and services that we associate with modern quality of life. But when we use it as the primary approach to tackling our social, environmental and ethical challenges, it fails on two critical counts: speed and scale. The incremental approach to CSR, while replete with evidence of micro-scale, gradual improvements, has completely and utterly failed to make any impact on the massive sustainability crises that we face, many of which are getting worse at a pace that far outstrips any futile CSR-led attempts at amelioration.

Curse 2: Peripheral CSR

Ask any CSR manager what their greatest frustration is and they will tell you: lack of top management commitment. Translated, this means that CSR is, at best, a peripheral function in most companies. There may be a CSR manager, a CSR department even, a CSR report and a public …

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[button size=”small” color=”blue” style=”download” new_window=”false” link=”http://www.waynevisser.com/wp-content/uploads/2012/06/blog_spell_curses_wvisser.pdf”]Pdf[/button] Can we break the spell of CSR curses? (blog)

Related websites

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.csrinternational.org”]Link[/button] CSR International (website)

[button size=”small” color=”blue” style=”tick” new_window=”false” link=”http://www.waynevisser.com/books/the-age-of-responsibility”]Link[/button] The Age of Responsibility (book)

Cite this blog

Visser, W. (2011) Can We Break the Spell of CSR Pretenders? Wayne Visser Blog Briefing, 3 November 2011.

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