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Beyond CSR

Beyond CSR

In the current world of work, we believe employees of all ages expect to work for organisations with a sense of purpose and passion.

There’s also an increasing belief that organisations that thrive in the future will be focussed on their contribution to society as much as for their commercial success. So how does this work in more challenging times? And what does it take to shift the organisation culture to support a more holistic and community-focussed approach?

At our ‘Beyond CSR’ Future Forum, kindly hosted by the Performing Rights Society at their spectacular offices in St Pancras Square, Sandra introduced the topic of corporate social responsibility and whether it is still fit for purpose in today’s world of work. We were immensely privileged to welcome David Bent, our guest speaker, former advisor to the Cabinet Office on Inclusive Economy, and Policy Fellow at the Centre for Science and Policy in the University of Cambridge, to challenge our existing perceptions of CSR and to explore how it could be transformed in order to better support the organisations - and society - of the future.

Julie began by examining the concept of the purposeful organisation - reflecting on how now, more than ever, we are seeking a sense of purpose from our work, and how many people in today’s workplace experience a ‘belonging gap’ as a result of more individualised working patterns, the gig economy and the increase in change and turbulence within organisations.

With Professor Michael Porter and Mark Kramer’s Creating Shared Value article (2011) globally influencing how companies engage in solving social and environmental issues as business opportunities and how governments and non-profits partner with companies, shared value momentum has real potential to spark innovation and productivity growth, and to re-shape capitalism and its relationship to society.

Together we looked at some examples of organisations that are demonstrating a fresh approach to social responsibility through their work. Lush was an example of a company that has embraced an ethical philosophy throughout, from their supply chains through to their products and staff.

This also included Airbnb, whose ‘Open Homes’ initiative has helped house refugees and changed perceptions too. Here’s an example of how Airbnb is working to encourage a humanitarian spirit through their organisation https://www.airbnb.co.uk/welcome/refugees

In his insightful and absorbing session, David examined two key issues - financial inequality and climate change - and through them, demonstrated the following three points.

1) Disruptive change is inevitable because of the shared dilemmas we face

So we either let these shared dilemmas escalate so they unleash destruction - or act proactively to cope and thrive. This is why nations signed up to the Sustainable Development Goals (SDGs) and The Paris Agreement.

2) Delivering a prosperous world requires proactive transformation; more of the same will not do

The opportunities for, and risks to, incumbent players are enormous. Our responsibility for social change: succeed as organisations by contributing to proactive transformation.

3) We need to go beyond ‘thin’ CSR

The current very limited and narrow idea of CSR is deeply inadequate. Organisations need to approach social responsibility as a strategic priority, integral to how the organisation succeeds (from business model to all stakeholder experiences), and aligned so the organisation contributes effectively to deliver the social change needed.

Julie then encouraged us to discuss what needs to change, and how we can influence and bring a fresh approach as business leaders, HR professionals, employees and business partners. This produced some lively and passionate group discussions, with some great ideas and new thinking generated to tackle this vital topic in our companies and organisations.

And finally, here are some resources to take a deeper dive into the topic.

There will be opportunities to get together and discuss other hot topics next year. In the meantime, if you want to know about our forums please contact sandra.evans@theartofwork.uk.com