Changing the lens, the focus, everything

This post was originally published on the Strandberg Consulting Blog on February 6, 2015. It has been cross-posted with permission from the author — explore her website for more on CSR 4.0. 

For 25 years, I’ve developed CSR strategies. And now I see that CSR is becoming business as usual.

You’d think I’d be celebrating. But I’m not – because CSR has stalled.

This struck me in 2012 when I developed the Qualities of a Transformational Company for Canadian Business for Social Responsibility and started tracking corporate innovation in CSR (see 38 case studies of transformation in action at CBSR’s website). That’s when I saw where we needed to be.

As identified by KPMG, the World Economic Forum and others, CSR as practiced over the past decade has not realized the commercial or social benefits necessary to address the global mega-forces that will affect the ability of business and society to thrive in the medium to long-term.

Our pace is too slow. The change we are realizing is incremental when it needs to be transformational.

Leading businesses sense this limitation and are looking for a new type of CSR.  They want to go beyond what I call “CSR everydayism” to set their course on a path to social purpose.  They want to go beyond value protection to value creation – to set and pursue corporate goals that resonate with employees, customers and communities, and that realize growth opportunities for their firm.

To aid my clients and others on this journey, I have created a Social Purpose Continuum (1.0 Philanthropic — 2.0 Strategic — 3.0 Integrated — 4.0 Social Purpose).  I am using this tool in education and strategy sessions to help leaders redefine their sense of what is possible. For example, in strategy sessions, when faced with the options to pursue a philanthropic (1.0) or social purpose (4.0) approach, boards and executives prefer the more impactful, engaging and innovative social purpose vision (once in a strategy session I was even asked what it would take to become a 5.0 company!).

This tool helps companies move from one-off ad hoc (low impact) donations to the foodbank (for example) to building a social quest – such as inclusion – throughout their hiring, employee and community relations, procurement, investment, capital projects, products and operational practices.  Building their social purpose throughout their business model results in a more sustained and scaled impact – and is more likely to drive business benefits as well.

Social Purpose Continuum-TW

Feel free to use the tool – and provide your feedback. It will be updated with new insights as I test drive it with companies who aspire to transformational leadership.

As one of my clients said in reviewing the tool, “This changes the lens. This changes the focus. This changes everything.”

Let’s keep pushing for the change we need.

SiG Note: Download Coro’s Social Purpose Continuum here. For more on social purpose business, check out our Corporate Social Innovation section, as well as the MaRS Centre for Impact Investing.