presentatie wayne visser def
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© CSR [email protected]
The Age of Responsibility
CSR 2.0 and the New DNA of Business
Dr. Wayne Visser
Founder & Director, CSR International
Senior Associate, Cambridge University
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The Sustainable Development Gap
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Ages & Stages of CSR
The Age
of Greed
The Age of
Philanthropy
The Age of
Marketing
The Age of
Management
The Age of
Responsibility
Defensive
CSR in
Charitable
CSR in
Promotional
CSR in
Strategic
CSR in
Transformative
CSR inCSR 1.0
CS
R 2
.0
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The Age of Greed
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Defensive CSR
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The Age of Philanthropy
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Charitable CSR
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The Age of Marketing
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Promotional CSR
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The Age of Management
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Strategic CSR
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The Age of Responsibility
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Transformative CSR
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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
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Curses of CSR 1.0 – Incremental CSR
Source: ISO
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Curses of CSR 1.0 - Peripheral CSR
Blow in her face and she’ll follow you anywhere
More doctors smoke Camel
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Curses of CSR 1.0 – Uneconomic CSR
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CSR 1.0 – Burying the Past
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Web 1.0 and CSR 1.0
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Web 2.0 and CSR 2.0
Watch Ray Anderson Video
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Discussion
How would you rate Dutch
companies in terms of the
Stages of CSR?
Defensive
Charitable
Promotional
Strategic
Transformative
Can you think of examples
of each?
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Netherlands - Ages & Stages of CSR?
The Age
of Greed
The Age of
Philanthropy
The Age of
Marketing
The Age of
ManagementThe Age of
ResponsibilityDefensive
CSR in
Charitable
CSR in
Promotional
CSR in
Strategic
CSR inTransformative
CSR in
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Principle 1 - Creativity
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Principle 1 - Creativity
Vodaphone’s M-PESAApple’s iPHONE
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Principle 1 - Creativity
I like to support causes
where "a lot of good
comes from a little bit
of good," or, in other
words, where the
positive social returns
vastly exceed the
amount of time and
money invested
Jeff Skoll, First President of
e-Bay
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Principle 2 - Scalability
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Principle 2 - Scalability
Toyota Prius Tata Nano
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Principle 2 - Scalability
Microfinance
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Principle 3 - Responsiveness
The Global Climate Coalition The Corporate Leaders’ GroupOn Climate Change
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Principle 3 - Responsiveness
GSK Patent Pool
TRIPS(Trade-Related
Aspects of IntellectualProperty Rights)
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Principle 3 - Responsiveness
Watch Paul Polman Video
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Principle 4 - Glocality
Guatemala’s CSR Pyramid
Policy engagement
Community responsibility
Family responsibility
Economic responsibility
Carroll’s CSR Pyramid
Philanthropic
Ethical
Legal
Economic
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Resilience Principle 4 - Glocality
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Principle 5 - Circularity
End-of-Pipe Solutions
Closed-loop Production
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Source: ASRC
Since 2002, we have handled over 18 million mobile phones for reuse and recycling
Principle 5 - Circularity
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Case Study: Nike
Source: Marketing Responsibly, IBE/Mallen Baker, 2009
“The shoes you wear today
become the shoes, shirts or
equipment you use tomorrow”
Shaw Carpets
Watch Nike video
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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
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Discussion
How would you rate Dutch
companies in terms of the
5 Principles of CSR 2.0?
Creativity
Scalability
Responsiveness
Glocality
Circularity
Can you think of examples
of each?
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CSR 2.0 in the Netherlands?
CREATIVITY
SCALABILITYRESPONSIVENESS
GLOCALITY
CIRCULARITY
CSR 2.0
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The CSR 2.0 DNA Model
Copyright CSR International / Wayne Visser 2010
Goal
Economic
development
Key Indicators
Capital investment
Beneficial products
Inclusive business
Environmental
Integrity
The CSR 2.0 DNA Model
Institutional
effectiveness
Stakeholder
orientation
Sustainable
ecosystems
Leadership
Transparency
Ethical conduct
Philanthropy
Fair labour practices
Supply chain integrity
Ecosystem protection
Renewable resources
Zero-waste production
Societal
Contribution
Good
Governance
Value
Creation
DNA Code
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The Simple Dual Test for CSR 2.0
AdmissionAdmit that you are a big part of the problem
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The Simple Dual Test for CSR 2.0
AmbitionBe a real part of the solution
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What Have We Got to Lose?
