10 years ago, the mere fact of having a corporate social responsibility (CSR) division was a licence to be smug. Today the CSR department is a sign of backwardness.
CSR, the management consultancy mantra goes, should not be siloed, but integrated across the business. Meanwhile, CSR itself is teetering on the brink of extinction. The contemptuous expressions, when someone raised CSR at a recent gathering of social entrepreneurs, were those of teenagers asked if they still had black and white TVs.
Corporate social leadership – doing more than simply the responsible – is gaining favour, but this too must eventually wane. Positive social impact powers business growth and is increasingly recognised as doing so*. Social entrepreneur, though lagging CSR, likewise has an expiry date.
The DNA of the corporate social responsibility dinosaur may yet, however, see a revival. The very generation that scorned and outgrew CSR will, I think, find itself the subject of CSR’s descendant, personal social responsibility. Not PSR in the fluffy sense in which it is often written about. But a clear score and profile – the product of measurement – which people can, will and must be held accountable for, by the angry and urgent next generation.
Three trends in particular will drive PSR.
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