Why CSR (or Sustainability) is not just a sum of “programs”!

Numerous have been the studies and reports published last year that came to a unique (and rather encouraging) conclusion: CEOs and senior executives are now valuing CSR as a key business driver. Doing well (profit) and doing good are not seen as mutually exclusive anymore but rather as mutually reinforcing, and critical to financial performance. Examples here, here or there.

However, as I read articles, blogposts, and reports daily, I still am struck by the type of words that are used when talking about sustainability or CSR: both ‘concepts’ are still referred to as “programs” or “initiatives”. The way we use certain words instead of others is important. Words are an explicit representation of how we perceive and value things! Here, it is yet another proof that CSR & Sustainability still tend to be seen one-off projects, disconnected from a company’s business strategy (or even worse, simple add-ons).

Instead, CSR or Sustainability should be seen and valued as a strategy or a strategic management tool that is fully integrated into a company’s business planning and communications process. Why?

CSR (or Sustainability) is a powerful radar to keep track of stakeholders’ expectations, emerging trends or issues, etc. It is the tool with which a company can assess, and then align with the expectations of its consumers, employees, business partners, government, etc. and citizens. In this current age of increased transparency and accountability, such “radar” is a critical tool for maintaining and reinforcing a company’s social contract with society as a whole, for building long-lasting relationships with stakeholders based on trust, mutual understanding and credibility.

CSR (or Sustainability) is also the lens/prism through which a company identifies risks and opportunities, go-to-areas or not. Future sources of competitive areas or not with regards to economic, environmental and social aspects, whether in terms of product development, market expansion strategy, communications and marketing, etc.

CSR (or Sustainability) is a performance measurement framework, with specific goals, objectives, time frames, etc..against which a company’s operations and reputation are assessed.

Pyramid If CSR (or Sustainability) is considered as all of the above, then it is much more than just programs. It is a true strategy that is crucial for sustainable growth. It is fully integrated into day to day activities as part of the management system and the decision making process while helping developing adequate communication strategies.