A lot of my posts on my blog are based on questions that I am being asked or ask myself on certain Sustainability / CSR topics. So did this question today. The question came up in an conversation I had last week with a colleague. Here it is:
What about innovation in the Sustainability / CSR field? Is this field any different when it comes to innovation then, say the technology sector? And what is the role of innovation in this field?
I think this is/are a valid question/s to ask in the wake of the problems Apple for example is having when you think about their reluctance to start with Sustainability reporting.
Are they just ignorant or even arrogant to not consider it. And just because they are so innovative in the technology area is this enough to not be innovate in the Sustainability / CSR area as well?
This is how I see the role of innovation in the Sustainability / CSR field:
- Innovation is one key factor for the success of Sustainability / CSR at an organization
- Without innovative ways of thinking and engaging, progress in the discussion and best practice would be very slow or even not existing.
- If we stop to innovate we will loose all that we have and worked for to bring Sustainability / CSR to where it is currently in the eye of stakeholders and organizations.
But it is not only about the point of view we have but also about how to use this innovation in the corporate context to advance Sustainability / CSR. Here are some interesting corporate examples of innovation in the Sustainability / CSR field that in my opinion show how innovation can lead to a more profitable business and increased stakeholder recognition:
- Intel – For their great blogging platform, blogs on a wide variety of topics and social media engagement
- Seventh Generation (US consumer brand) – For their thought leadership and willingness to engage in order to advance responsible business practice and change our ways which products we use
- Novo Nordisk (Danish pharmaceutical company) – For their vigorous and detailed Sustainability know-how, the focus on proving the business case as well as integrated reporting contributions.
- Centrica (UK utility company) – For their innovative stakeholder engagement and openness to learn from their stakeholders
But now it is over to you. Do you know more examples of great innovation in the Sustainability / CSR field? And how do you see the role of innovation in the field?
Picture Credit: debaird™
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