We came across an article, “Responsibility Requires a Change of World View from Companies” highlights a dissertation by Pasi Heikkurinen. The premise of the study is that “image-centric corporate responsibility strategies” do not foster sustainable development.
Sustainability and successful community engagement for corporate responsibility requires a re-framing of the activity. There seems to be a warning against pushing the responsibility out to the customers or other stakeholders.
Being aware of the new view is important in the ongoing shift in the fabric of corporate responsibility.
As the article relates:
The awareness-sustainability perspective does not subordinate everything to the organization’s economic processes, but also assigns intrinsic value to external actors.
“If a company decides to build strategic corporate responsibility from this starting point, it can set a course for sustainable development,” Heikkurinen maintains.
While the article is a bit difficult to decipher, we at WorkRfun feel confident that there is a simple way to translate the message. Setting a strategy that focuses on community giving allows companies to be a positive force and gives their employees a sense of purpose and engagement that benefits not only the company but the cause. Has your company built a new framework for their own corporate responsibility efforts? Is now the time?