1. The Age of Responsibility
CSR 2.0 and the New DNA of Business
Dr. Wayne Visser
wayne@csrinternational.org
Founder & Director, CSR International
Senior Associate, Cambridge University
wayne@csrinternational.org www.csrinternational.org © CSR International

2. The Sustainable Development Gap
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3. Ages & Stages of CSR
CSR 2.0
CSR 1.0 Transformative
Strategic CSR in
CSR in The Age of
Promotional
CSR in The Age of Responsibility
Charitable Management
The Age of
CSR in
Defensive Marketing
The Age of
CSR in
Philanthropy
The Age
of Greed
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4. The Age of Greed
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5. Defensive CSR
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6. The Age of Philanthropy
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7. Charitable CSR
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8. The Age of Marketing
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9. Promotional CSR
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10. The Age of Management
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11. Strategic CSR
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12. The Age of Responsibility
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13. Transformative CSR
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14. ISO 26000: Fit for the future?
 Principles, including:
 Accountability,
Transparency, Ethics,
Stakeholder interests,
Rule of Law, International
norms, Human rights  Integration, including:
 Core subjects, including:  Organisational characteristics
 Governance, Human  Understanding SR of
rights, Labour, organisation
Environment, Fair  Communication on SR
operating practices,  Enhancing credibility of SR
Consumer issues,  Reviewing & improving SR
Community involvement  Voluntary initiatives on SR
& development
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15. Curses of CSR 1.0 – Incremental CSR
Source: ISO
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16. Curses of CSR 1.0 - Peripheral CSR
Blow in her face and she’ll More doctors smoke Camel
follow you anywhere
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17. Curses of CSR 1.0 – Uneconomic CSR
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18. CSR 1.0 – Burying the Past
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19. Web 1.0 and CSR 1.0
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20. Web 2.0 and CSR 2.0
Watch Ray Anderson Video
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21. Discussion
 How would you rate Dutch
companies in terms of the
Stages of CSR?
 Defensive
 Charitable
 Promotional
 Strategic
 Transformative
 Can you think of examples
of each?
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22. Netherlands - Ages & Stages of CSR?
Strategic
Promotional CSR in
Transformative
CSR in The Age of
Charitable CSR in
Management
The Age of The Age of
CSR in
Defensive Marketing Responsibility
The Age of
CSR in
Philanthropy
The Age
of Greed
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23. Principle 1 - Creativity
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24. Principle 1 - Creativity
Apple’s iPHONE Vodaphone’s M-PESA
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25. Principle 1 - Creativity
I like to support causes
where "a lot of good
comes from a little bit
of good," or, in other
words, where the
positive social returns
vastly exceed the
amount of time and
money invested
Jeff Skoll, First President of
e-Bay
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26. Principle 2 - Scalability
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27. Principle 2 - Scalability
Toyota Prius Tata Nano
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28. Principle 2 - Scalability
Microfinance
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29. Principle 3 - Responsiveness
The Global Climate Coalition The Corporate Leaders’ Group
On Climate Change
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30. Principle 3 - Responsiveness
TRIPS
(Trade-Related GSK Patent Pool
Aspects of Intellectual
Property Rights)
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31. Principle 3 - Responsiveness
Watch Paul Polman Video
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32. Principle 4 - Glocality
Carroll’s CSR Pyramid Guatemala’s CSR Pyramid
 Philanthropic  Policy engagement
 Ethical  Community responsibility
 Legal  Family responsibility
 Economic  Economic responsibility
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33. Resilience Principle 4 - Glocality
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34. Principle 5 - Circularity
End-of-Pipe Solutions
Closed-loop Production
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35. Principle 5 - Circularity
Since 2002,
we have
handled
over 18
million
mobile
phones for
reuse and
recycling
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Source: ASRC

36. Case Study: Nike
Shaw Carpets “The shoes you wear today
become the shoes, shirts or
equipment you use tomorrow”
Watch Nike video
Source: Marketing Responsibly, © CSR International
IBE/Mallen Baker, 2009

37. The Challenge Ahead for CSR 2.0
As with Web 2.0, the success of
CSR 2.0 will depend on:
C = CREATIVITY
S = SCALABILITY
R = RESPONSIVENESS
2 = GLOCALITY
0 = CIRCULARITY
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38. Discussion
 How would you rate Dutch
companies in terms of the
5 Principles of CSR 2.0?
 Creativity
 Scalability
 Responsiveness
 Glocality
 Circularity
 Can you think of examples
of each?
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39. CSR 2.0 in the Netherlands?
RESPONSIVENESS
SCALABILITY
GLOCALITY
CREATIVITY CIRCULARITY
CSR 2.0
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40. The CSR 2.0 DNA Model
The CSR 2.0 DNA Model
DNA Code Goal Key Indicators
Capital investment
Value Economic
Beneficial products
Creation development Inclusive business
Leadership
Good Institutional Transparency
Governance effectiveness Ethical conduct
Philanthropy
Societal Stakeholder Fair labour practices
Contribution orientation Supply chain integrity
Ecosystem protection
Environmental Sustainable
Copyright CSR International / Wayne Visser 2010 Renewable resources
Integrity ecosystems Zero-waste production
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41. The Simple Dual Test for CSR 2.0
Admission
Admit that you are a big part of the problem
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42. The Simple Dual Test for CSR 2.0
Ambition
Be a real part of the solution
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43. What Have We Got to Lose?
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44. Thank You!
Good luck!
wayne@csrinternational.org
www.waynevisser.com
© CSR International