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

1. © CSR International
www.csrinternational.org
CSR 2.0
The Future of
Corporate Social Responsibility

2. Copyright 2010 - CSR International / Wayne Visser
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. Copyright 2010 - CSR International / Wayne Visser
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. Copyright 2010 - CSR International / Wayne Visser
ISO 26000: Fit for the future?
Principles, including:
Accountability,
Transparency, Ethics,
Stakeholder interests,
Rule of Law, International
norms, Human rights
Core subjects, including:
Governance, Human
rights, Labour,
Environment, Fair
operating practices,
Consumer issues,
Community involvement
& development
Integration, including:
Organisational characteristics
Understanding SR of
organisation
Communication on SR
Enhancing credibility of SR
Reviewing & improving SR
Voluntary initiatives on SR

5. Copyright 2010 - CSR International / Wayne Visser
The Failure of CSR (and its rebirth)
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
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
Copyright CSR International / Wayne Visser 2010
Creativity
CSR 1.0 Curses
Scalability
Responsiveness
Uneconomic
PeripheralIncremental
CSR 2.0 Principles
Glocality
Circularity

6. Copyright 2010 - CSR International / Wayne Visser
Web 1.0 and CSR 1.0
Web 1.0
Information source
Advertising push
Innovators like
Netscape
Mainstreamers like
Microsoft
Standardized PC
hardware &
software
CSR 1.0
Glorified brochures
Greenwash
Innovators like
Traidcraft
Mainstreamers like
Walmart
Standardized CSR
codes & guidelines

7. Copyright 2010 - CSR International / Wayne Visser
Web 2.0 and CSR 2.0
Web 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

8. Copyright 2010 - CSR International / Wayne Visser
CSR 2.0: The New DNA of Business
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”
– Wayne Visser, 2008
Copyright CSR International / Wayne Visser 2010
Environmental
Integrity
Societal
Contribution
Good
Governance
Value
Creation
CSR 2.0

9. Copyright 2010 - CSR International / Wayne Visser
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
Volunteerism
Renewable resources
Zero-waste production
Societal
Contribution
Good
Governance
Value
Creation
DNA Code

10. Copyright 2010 - CSR International / Wayne Visser
CSR 1.0 versus CSR 2.0
Corporate
Social
Responsibility
Philanthropic
Risk-based
Image-driven
Specialized
Standardized
Marginal
Western
Corporate
Sustainability &
Responsibility
Collaborative
Reward-based
Performance-driven
Integrated
Diversified
Scalable
Global

11. Copyright 2010 - CSR International / Wayne Visser
CSR 1.0 versus CSR 2.0: Shifts
CSR premium
Charity projects
CSR indexes
CSR departments
Ethical consumerism
Product liability
CSR reporting cycles
Stakeholder groups
Process standards
Base of the pyramid
Social enterprise
CSR ratings
CSR incentives
Choice editing
Service agreements
CSR data streams
Social networks
Performance standards

12. Copyright 2010 - CSR International / Wayne Visser
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. Copyright 2010 - CSR International / Wayne Visser
CSR 2.0 as the new DNA of Business