CSR 2.0
CSR 2.0 describes how the concept and practice of corporate social responsibility (CSR) is on the cusp of a revolution, in much the same way as the internet transitioned from Web 1.0 to Web 2.0.
The transformation of the internet through the emergence of social media networks, user-generated content and open source approaches is a fitting metaphor for the changes business is experiencing as it begins to redefine its role in society. For example, in the same way that Web 1.0 moved from a one-way, advertising-push approach to a more collaborative Google-Facebook mode, CSR 1.0 is starting to move beyond the outmoded approach of CSR as philanthropy or public relations to a more interactive, stakeholder-driven model.
Similarly, while Web 1.0 was dominated by standardised hardware and software, but now encourages co-creation and diversity, so too in CSR, we are beginning to realise the limitations of the generic CSR codes and standards that have proliferated in the past 10 years.
CSR 2.0 is based on four principles:- connectivity,
- scalability,
- responsiveness and
- paradoxy.
The basic message of CSR 2.0 is that corporate social responsibility needs to adapt or die. The problems society faces are far too serious and urgent to be left to the incremental improvement sideshow that has been CSR for the past 50 years. What we need (and are just beginning to see) is a more intelligent, evolved form of CSR - rebranded as Corporate Sustainability & Responsibility - that uses the power of collaborative networks to scale up solutions to our global challenges.
Read More
The Future of CSR Codes and Standards, CSR Inspiration Series, No. 6, 2009