Fishburn Hedges

15.07.2010

It seems to be a time for reflection on sustainability.  Michael Skapinker writing in Monday's FT, gave an account of the progress made towards corporate responsibility - from Henry Ford's living wage for workers, to today's commitment to 'sustainability' from many businesses large and small.

Skapinker quite rightly provides some caveats to progress on sustainability, and he concludes by saying at its core is an understanding of the operational risks facing your business, and that managing those should be your primary concern.

In my view, this summary of where we are now, does not take account of the wider role business can play in society, and speaks more to the 80s and 90s view of CR as 'getting the basics right' and 'licence to operate'. 

Of course not damaging the planet or treating people badly should be your top priority as a business, but corporate responsibility should be more than risk mitigation for organisations – it can help shape the world around you and your relationship with it. 

And it can make sound business sense too.  Using the Henry Ford example, higher wages for production staff meant they could afford to buy his cars.  Philanthropy but with a commercial-edge.

So what makes a progressive CSR strategy? 

You need to get the basics right of course - dialogue with stakeholders, sound business ethics, and responsible communication particularly around 'green' claims.

To take it to the next level, I think is about leadership.  Making sure that as a business, your CSR reporting and communications contributes to the debate on issues where you are ahead of the curve - whether that's in sustainable product design, or maybe in the research you are using to benchmark performance.  It could even be the new software you are developing to track your carbon footprint. 

And you need to have a strategy that sits with what your business is about.  If you're a coffee shop chain, collecting for local schools might help motivate staff and impress customers, but the most impact you can have as a business would invariably be in your sourcing, your packaging and your supply chain.

An exciting time for business

Toby Webb at Ethical Corporation puts forward his blueprint for progressive CSR in a 'five things that matter' on sustainability post from Tuesday (who could be the PR firm in question I wonder....).

It feels like an exciting time for business in society.  As the public sector starts to contract, now more than ever, we are looking to the private sector to deliver solutions and services that address social or environmental issues.  And post-Copenhagen, there is an understanding of the limitations of international organisations in solving climate change. 

For many corporates, getting in there with the next generation of technologies and services will be a business opportunity, and one that elevates sustainability way above risk management, to a driver of long-term business development.

All for discussion at next week's FH 'What's Next..for Sustainability' event.

Posted by Clare Moore-Bridger