One lesson I learned very early on in my life was to have have dreams and aspire to something you feel is worthwhile for you as an individual. Personally I have these dreams and aspirations of course but what would this aspiration look like if we where to project it onto the corporate contact and it’s Sustainability / CSR best practice?
Recent examples ranging from the outrageous ousting of Jeffrey Hollender at Seventh Generation to BP and its monumental oil spill disaster and subsequent failure to react properly have not really helped to foster confidence in companies in my view. Many companies it seems have lost their aspirations to continuously do better and reach higher in terms of CSR / Sustainability best practice.
My top five aspirations to in terms of Sustainability / CSR best practice a company should have:
- Reporting on the Sustainability / CSR strategy and activities of the organisation is embedded in the organisational mind-set. To report means to be transparent and accountable towards your stakeholders as well as not trying to paint a rosy picture. The Sustainability / CSR report is a part of your stakeholder communication tools but not the only one.
- Have a CEO and a non-executive board of directors that understand what needs to be done to practice and promote responsible business in and outside of the company.
- A cycle of employee engagement is in place that reinforces the Sustainability / CSR activities and creates employees which are proud of what their company is doing and actively shape the future direction together with your senior leadership team.
- Have a new product innovation process that has the Sustainability / CSR idea and best practice at its core.
- Market and sell your product)s) with a clear distinctive Sustainability / CSR related message. Try to be authentic and not be hassled by financial goals that are violating your Sustainability / CSR values.
These are my top five aspirations a company should have in terms of Sustainability / CSR best practice. What are yours? What are aspects/aspirations you would like to add according to your experience?
Picture Credit: http://www.flickr.com/photos/mind_scratch/2434031231