I can’t comment on the use of the term “philanthropy” .. maybe it’s used because in the US there’s still a very clear line between “making profit” and “giving it back”, although as on CSR contact of mine recently raged “if you have to give it back, why are you taking it in the first place?!” Not the discussion for now, perhaps :)

As for corporate involvement in the community, don’t get me wrong I do support this, especially when it comes to employee led initiatives. However there are sooo many companies out there who still treat CSR as slinging a bag of cash over the wall and hoping it lands in the right place (or is that philanthropy?!). Responsible should, I think, include a business’ sector alongside everything else.

What do other people think?

Is there a clear difference between the UK/US terms used and our approach, or are we just splitting hairs here?

And should all companies be responsible at sector level as well as the local level?

I think the key conclusion to be drawn is that excellent communication (through top notch website content and reporting) is vital to building a strong CSR community, both globally and locally, sharing best practice and measuring social impact thoroughly.

It seems a shame that the HBR used the term ‘Corporate Philanthropy’, which the CSR community has moved on from, preferring the more strategic and thought out policies of CSR or Sustainability programmes that you describe here.

But Chris, I have to put it out there that I think it is a great thing that companies do sometimes choose to support the “nearest, most deserving charity”: the local community is just as important (and strategic) a place to get involved as the global community!! CSR in the local community often leads to greater employee engagement with the sustainability programme, and in the workplace in general: statistics show that engaged employees generate 43% more revenue (Hay Group).

Roger, great questions! To the first:
What I love about the nature of corporate giving, CSR, sustainability (or whatever you want to call it!) is that it is always changing, getting all the time more creative, strategic, and effective. I think because of this nature of constant creativity and movement, combined with the millions of great conversations about it that are taking place all over the world and shared online (hurrah for social media!!), there won’t be much fading or muting of the CSR community for a long time to come!

Cheers
Warren

To address your points specifically:

— I don’t believe the conversation will die but there is certainly a lot more chatter at the moment because it’s Something New. What I look forward to it the day when the business pages of a newspaper discuss a company’s overall performance, not just its financial rectitude. As is often said, sustainability is not a destination but a journey.

— yes, all businesses should be sustainable just as all should be profitable. Period! However there are some which (so far as I can see) could never be sustainable and they could well get into trouble as the concept starts to take hold.

— social media .. ooh, interesting. The landscape would certainly be different because it would be happening in a different way. However I think universal education probably has more to do with the rise of the CSR agenda than how people talk to one another.

Something which has started to play on my mind recently in the materiality of a business’ sustainability strategy: that is, how relevant is it to their core business. The way things are going at the moment I think this could be the next key area for companies to address.

These are some really interesting thoughts and comments Roger, thank you very much for sharing. I wonder what other people think?

Chris.

Some questions mulling in my head currently:
As corporate giving campaigns become commonplace, will their effect become mute as is the case with traditional media? Will the conversation ever die?
Do you think every business should build CSR into its strategy? Are there industry exceptions that you know?
Would the landscape of CSR be different had we not been blessed with social media?

Cheers,
Roger