FabianPattberg.com

Last week I started a poll on the question what you thought would be the best term for responsible business practice.

In total we had 117 votes with a result which was surprising to see in my opinion.

The most popular term with a total of 25 votes was Corporate Responsibility (CR) (21%) followed by Corporate Social Responsibility (CSR) (21 votes, 18%), then Corporate Sustainability (19 votes, 16%), Corporate Citizenship (18 votes, 15%) and Sustainability with 14 votes and 12%.

Here are the results in a pie chart format:

So what can we take away from this result?

One point is crystal clear in my opinion. Responsible business practice is still being associated with too many different terms.

I think there are two different interpretations of this result:

Good development: This is good as it shows that different people and cultures have different terms to express responsible business practice. And different terms do not mean different things for these people just that companies need to be more responsible.

Confusion: This is not a good development as the usage of so many different terms just confuses everyone. This result is a sign of this.
In order to limit this confusion one or at most two terms should be the preferred terms to be associated with responsible business practice.

I personally only use the term Corporate Social Responsibility (CSR) and Sustainability but this seems to vary most individuals and therefore believe that the second interpretation is more fitting.

Maybe this is a good thing as well? I am not so sure.

What do you think about these results? How do interpret them?

This week I am conducting another poll on an interesting question relating to Sustainability / Corporate Social Responsibility (CSR). This is the question for this week:

While the days are getting shorter and the first wave of sore throats and constant coughing by everyone around you is nearly over the new reality of an economy in recession (yes I have written the horrible r-word) is becoming more and more obvious.
Now you are thinking…….oh not again…….I can not hear it anymore.

Don’t worry this post is not meant as a doom and gloom message. Rather a short note on how (and why) we can ensure that our companies still do their bit when it comes to sustainability and Corporate Social Responsibility (CSR).

In my opinion the upcoming recession or at least economic downturn is a not as bad when it comes to sustainability and the responsible business practice as long as we consumers and employees ensure that companies keep doing what they are doing and improve gradually over time.

Here is where I come from. Companies in the last decade have only seen booming times and mostly rising budgets for their sustainability and CSR activities. With that rosy outlook sustainability policies, strategies, actions, etc where fairly easy to push through on company level. If they always had an impact is another question.

Now this is changing. Companies need to consider the cost implications and „ direct benefits“ when it comes to justifying the costs for a Sustainability Report, redevelopment of a strategy, next implementation phase, you name it. And I think this is a good development.

Mainly because throwing a lot of money at something is only likely to help in the short run but not necessarily in the long run. It helps you to get started but especially in the Sustainability sector it will not bring you very far. What is needed is a constant engagement with your stakeholders and proper business management when it comes to sustainability and CSR within a company. This is the only successful way of imbedding Sustainability/CSR within a business.

Having that in mind, the next 12-24 months will show how sustainability and CSR within companies will survive or change with the the challenge of lower budgets, less internal influence due to cost cutting and less of a hype by the public as each and everyone needs to start looking out for themselves.

Here is what we as consumers and employees should ask for in responsible business practice and how (if at all) companies are adressing these issues/topics:

• Are companies still looking to clean up their act when it comes to supply chains, child labour and sweat shops?
• How important is the discussion of organic food, GM food now? Is this still a discussion item in the news? Or has everyone forgotten about this?
• What about fairtrade? Same as above. Is this something companies now still talk and do something about?
• Are we seeing an increase in companies reporting on their performance when it comes to sustainability?
• What about the possiblities for employees to do something for their local community? Is this still being supported by companies that where marketing with their social competence?
• Do you hear more about Stakeholder Engagement from companies? Or is it purely marketing communications and no dialogue anymore?
• Do we see more Communications Managers address the topic of Sustainability/CSR within an organisation now rather then the Sustainability/CSR person? If that is the case then be alert. This is a sign of lower importance in my experience.

These are just some of the questions we as consumers and employees need to start asking companies in the next 12-24 months in order to see where the sustainability/CSR efforts are going. If we keep quiet a lot of what we have achieved with the sustainability movement will be lost and companies will go about their daily business as if here has never been a sustainability and CSR movement.
History has shown that letting companies do what they want will not be successful when it comes to Sustainability and responsible business practice. We have made a good start into the sustainable business future. Now we need to focus on keeping this momentum and act as watchdogs for the responsible business practices of business.

We need to move forward, not backwards. But businesses can not do this on their own, they need our help.

Picture Credit: immarkcz