csr 2.0 (updated): towards transformative business
DESCRIPTION
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.TRANSCRIPT
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
CSR 2.0: Towards Transformative Business
Dr Wayne VisserDirector, Kaleidoscope Futures
Senior Associate, Cambridge Programme for Sustainability Leadership
@WayneVisser@CSRint
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
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
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
DNA Model of CSR
Copyright CSR International / Wayne Visser 2010
Goal
Economic development
Key IndicatorsCapital investment Beneficial productsInclusive business
Environmental Integrity
The CSR 2.0 DNA Model
Institutional effectiveness
Stakeholderorientation
Sustainable ecosystems
LeadershipTransparency
Ethical conduct
PhilanthropyFair labour practices
Supply chain integrity
Ecosystem protectionRenewable resources
Zero-waste production
Societal Contribution
Good Governance
ValueCreation
DNA Code
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
The evolution of responsibility
1970sShareholders
1980sPhilanthropy
Late 1990sStakeholdersEngagement
Late 2000sResponsible
Competitiveness
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
Late 1990sStakeholdersEngagement
1980sPhilanthropy
Early 1990sCorporate
Governance
Early 2000sCorporate
Accountability
Late 1990sStakeholdersEngagement
1970sShareholders
1980sPhilanthropy
Late 1990sStakeholdersEngagement
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
The evolution of sustainability
1970sQuality
management
Late 2000sSustainable markets
Early 1990sEnvironmental management
Early 2000sTriple bottom line
1980sHealth & safety
Late 1990sHealth, safety & environment
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Stages of CSR
The Age of Greed
The Age of Philanthropy
The Age of Marketing
The Age of Management
The Age of Responsibility
Defensive
Charitable
Promotional
StrategicTransformative
CSR 1.0
CS
R 2
.0
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Stage 1 - Defensive• In the Age of Greed
ENRON
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Stage 2 - Charitable• In the Age of Philanthropy
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Stage 3 – Promotional• In the Age of Marketing
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Stage 4 - Strategic• In the Age of Management
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Stage 5 - Transformative In the Age of Responsibility
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Failures of CSR 1.0: Incremental
Source: ISO, 2004,W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Failures of CSR 1.0: Peripheral
Blow in her face and she’ll follow you anywhere
More doctors smoke Camel
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Failures of CSR 1.0: Uneconomic
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Web 1.0 and CSR 1.0
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Web 2.0 and CSR 2.0
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Web 2.0 and CSR 2.0Web 2.0• Collective
intelligence• Collaborative
networks• User participation• Social media• Knowledge
syndication• Beta testing• New philosophy
CSR 2.0• Global commons• Innovative
partnerships• Stakeholder
involvement• Stakeholder panels• Real-time reporting• Social enterprise• New business model
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Principles of CSR 2.0
CREATIVITY
SCALABILITY
RESPONSIVENESS
GLOCALITY
CIRCULARITY
CSR 2.0
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Principle 1 - Creativity
A LITTLE WORLD
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Principle 2 - Scalability
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Principle 3 - Responsiveness
WTO
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Principle 4 - Glocality
Source: W. Visser, The Age of Responsibility, 2011
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Principle 5 - Circularity
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Steps to CSR 2.0 Implementation
Re-define
Re-assess
Re-design
Re-align
Re-structureIM
PACT
PART
NER
SHIP
LEAD
ERSH
IP
INN
OVA
TIO
N
TRAN
SFO
RMAT
ION
Source: W. Visser, The Quest for Sustainable Business, 2012
Copyright © 2014 Wayne Visser & Kaleidoscope Futures Lab. Ltd
Good luck!Thank You!
wayne@kaleidoscopefutures.comwww.kaleidoscopefutures.comwww.waynevisser.com
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