For a global vision of business

The CSR 2.0 is coming

For a long time, CSR has been a very specific and independent part of corporate

strategy, only focused on founding, sponsoring, and fulfilling government regulations.

CSR is today about on how companies manage their responsibilities, externalities and

opportunities in the years to come, and on how companies understand their role on society.

At Original’s, we believe that CSR is now much more about the impact of companies

on stakeholders and territories, and that CSR is becoming a major tool when it’s time to

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foresee the issues, consumers’ expectations and opportunities of tomorrow. CSR has become

a true business challenge.

In others words, it’s time for CSR to really think about the expectations of the

stakeholders and not only base its strategy on its own priorities. Current CSR can be

sometimes not adapted to the new consumers worldwide, by only focusing on westernized

issues.

Also, it is inevitable, given the ongoing turbulence and effects of the multiple crises

worldwide, that new issues will become relevant and demand attention.

As companies have an increasing influence on human issue, they have to be responsible

for it. But above all, while states’ power is decreasing, companies have today a major

opportunity of change: from the globalized ennemies of the communities to the only ones to

be able to take in charge the public policies for the future.

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The key conceptual terms of the CSR 2.0 are:

« Performance »: company internal process which transform the motivation and commitment into company internal changes (= programme’s policies (« outputs »), implementation, and the changes created for the company

(« outcomes »)).

« Impact »: changes created on society by companies.

The keys steps of the CSR 2.0 are:

perception (of a new issue) -> motivation -> commitment (ex: establishment of an internal charter) -> outputs (programmes) -> implementation -> outcomes -> impact -> evaluation

Culture is business be authentic in a globalized World

Corporate Cultural Responsibility (CCR) faces the new raising challenge of the cultural

sustainability. Heritage, identity and cultural sovereignty are very relevant issues for people

today, and so can be very powerful concepts for business.

A culturally sustainable business is more responsive to the demands and challenges of

markets and societies: CCR sets out to optimise competitiveness as well as securing legitimacy

and beneficial relationships with key stakeholders by constantly adapting the company’s value

proposition through its portfolio of products and services, brand positioning and

communications. CCR also pays attention to the long term shifts in the political and social

environment on which the company depends for its resources.

This way, CCR is much more a global philosophy for corporate than an image’s issue

only: CCR is fully integrated with business strategy and is not separating business and ethics.

To become a «  culturally responsible  » company is thus a strategic commitment, because

CCR is about foreseeing the next stakeholder’ expectations and the next regulation context of

our globalized World.

Cultural Responsibility is an innovative vision of the future, a responsible pathway for

societies, companies and consumers, which can become the first ever public policy privately

implemented.

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